I’m Işılay (Isilay), a freelance product designer who creates products from scratch and fixes those that have lost their way. I thrive in the earliest, messiest phase of a product, when nothing is clear yet, and every decision shapes what comes next.

I help founders turn scattered ideas into organized, usable systems. Sometimes that means taking a vague concept and building its very first real product. Other times, it means stepping into something stuck and rebuilding its logic, flows, and foundations. I simplify complexity, focus on what truly matters, and help teams move from chaos to clarity.

My work goes beyond structure. I focus on growth and conversion by eliminating friction and designing flows that turn intention into action. I work within technical limits, business goals, time constraints, and real-world realities. Making decisions under uncertainty is where I’m strongest.

I’ve been working in design for over ten years, with more than five years fully dedicated to UX and product design. I’ve worked across SaaS, B2B systems, B2C mobile products, and gamified platforms, taking ownership of the entire product journey from early problem definition to final interface.

Based in Turkey, I live with my two dogs and spend most of my time thinking, writing, and building things with my hands.