Senior Product Designer with 7+ years of experience creating B2B, B2C, and B2E products from 0→1.
I have experience crafting customizable design systems, improving adoption & conversion rate, and redesigning complex products.
Get in touch with me at dinemkursun@gmail.com or on my Linkedin
Featured Projects
Increasing Number of Clients with One-Click Checkout at Careem
Company
Careem, a Dubai-based super app, offers services like ride-hailing, food delivery, bike rentals, payments across more than 10 countries.
Timeline
4 months
Role & Responsibilities
Design Direction
Benchmarking
User Research
Visual Design & Prototyping
Usability Testing
Design System for Desktop
Overview
The idea for One-Click Checkout was simple: let users use their saved payment methods and addresses on their Careem account at checkout on the e-commerce websites.
I worked as the lead designer at the project and focused on creating a seamless experience for login and adding and changing payment methods and addresses. I also created web components of our design system and the landing page of the new product.
This was a high visibility initiative at Careem and we collected feedback from the CEO and other key stakeholders weekly. As a result, we reduced the conversion time of the merchants (e-commerce business owners) and increased the number of merchants.
Creating a Design System for a Customizable Restaurant Menu App Family
Company
FineDine is a global B2B platform that provides digital restaurant menu solutions.
Timeline
12 months
Role & Responsibilities
Defining Design Function
User Research
Visual Design & Prototyping
Usability Testing
Customizable Design System
Overview
As the first designer of the company, my initial task was redesigning the tablet menu app, after which I quickly expanded my role by analyzing 600+ customer support tickets and identifying key pain points for the customer support and engineering teams.
I led workshops on design thinking and user experience, focusing on restaurant owners, waiters, and customers as users. This helped identify major challenges like simplifying onboarding, reducing the learning curve, and introducing features such as "waiter screens," no-photo menu layouts (many restaurants hesitated to start subscription before having a photoshoot), and accessibility options like voiceover, text size options, and multi-language support.
The main UI challenge was creating a design system that allows customization. I introduced a 3-color system to simplify menu design (from the previous 29-color selection) while maintaining flexibility. After testing with beta users, the new design launched successfully, growing our customer base from 700~ to 1,000 in three months.
Other Things I’m Proud of
Improving Feedback Culture in Design Meetings
In our globally remote product design team, our all-hands meetings often felt quiet and lacked engagement. After the designers presented their work, meaningful discussions rarely followed.
To address this, I organized a workshop to explore both the presenters' and the audience's perspectives. We uncovered that the lack of clarity about the purpose of presentations contributed to the silence and discomfort in providing feedback.
Based on these insights, I introduced two presentation frameworks to set expectations at the start of the presentation, clarifying whether the session was for feedback or knowledge-sharing, and allowing for more focused and productive discussions.
Increasing Team Communication in a Remote Workplace
Following the all-hands meeting workshop, I proposed a new initiative to our Product Design Director: dedicating the first five minutes of each meeting for team members to log personal and work-related updates in an informal document. The goal was to foster open communication for things like;
Work and life updates
New ideas or thoughts on work
Challenges faced on current projects
Links to their work for feedback
Kudos to teammates
This document would serve as a resource for others to read and comment on at their pace. Over time, what started slowly became a valuable space for sharing insights, challenges, and ideas that might otherwise go unnoticed. I'm proud to have initiated this practice, which helped create a more connected and collaborative remote team.
Systemising Careem’s Email Communication
As different verticals joined Careem, the email communication for the user activities on the app got out of hand. I mapped out all our app emails for the seven verticals at Careem including ride hailing, food, and groceries. Creating a component library for emails was quite complex because of the limitations on HTML.
I created a scalable, HTML-friendly, and dark-mode compatible for different use cases of our verticals including payment failure, ride completion, order summary, etc.
Words from the people I’ve worked with
Dinem goes above and beyond helping the product team significantly in very busy times. She has really sharp and structured thinking to quickly grasp what needs to be done, aligns on next steps, and also takes initiative to help with the product definition when it's not clear. Really appreciate this partnership!
Christos Stamatelos
Director of Product
I collaborated with Dinem on a couple products as a product manager and it worked out very well. Her deliverables were of the highest quality and in full accordance with established at the company brand guidelines and the respective design system. She efficiently and proactively operated on an initiative even at the times when requirements weren't clearly defined on the side of product management and stakeholders - for that she dived deep into all the respective business aspects, enquiring all the necessary information from the other parties until she got a clear picture, which in addition to driving the initiative forward allowed her to instantly come up with a number of worthwhile product improvement ideas.
Yury Trofimenko
Senior Technical Product Manager
Working with Dinem has been an overwhelmingly positive experience and she possesses a collaborative spirit that truly stands out. She eagerly discusses various ideas and takes the initiative in showcasing and brainstorming necessary designs, which has been invaluable in refining the design needs of our project.
Dinem doesn't simply react to changes, she proactively adjusts and adapts to meet our immediate requirements. She shows an impressive level of flexibility, especially when there are sudden changes in the project's scope or direction. This ability to pivot quickly has made her invaluable to our work.
In a nutshell, our collaboration has been excellent. Dinem has played an instrumental role in propelling our project forward. Her contributions have been significant, and her can-do attitude makes her a joy to work with.
Daniel Jianu
Senior Front-end Engineer Coach
Dinem is doing a truly exceptional job. We worked on a project has no PM, specification is a bit messy and still she is able to understand everything and even suggest new features which work great with what we had in mind.
The quality of her work is amazing, you can really feel how it's all going to work; walking though Figma is like using a real app.
Lastly, the communication works really good － she is proactive, she reaches out to me, to dev team, makes sure that we move forward and there are no blockers.
It's pure pleasure to work with her on this project. She really brings it to the next level
Piotr Imbierowicz
Engineering Manager
Dinem is a passionate designer who likes to research and come up with options. She also is quick at taking feedback from fellow designers. Her sincerity and hardwork have led to an amazing 1-click checkout design.
Snegdha Gupta
Project Manager
More About Me
I know it's a classic, but I love traveling, whether it's solo or within a group, most of my vivid memories are from my travels around the world.
The picture above is from my first volunteering experience in Sicily, where me and my other volunteer friends hiked on Etna.
I love cats but I am unfortunately very allergic to them. I try to foster kittens when I have a chance until they find their forever home as kittens don't cause allergy as much as the adult cats. The hardest part is saying goodbye :)
I designed a book cover for one of the top publishers of Turkey. I feel so proud to randomly see my work in bookshops.
I make more illustrations on my free time and share it on my Instagram.
I own an Etsy shop where I used to sell my handcrafted silversmith jewelry and illustrations to over 27 counties.
Download my resume