Design consultancy providing interaction design, enterprise IA and research. Working embedded with client teams since 2016.
Rebuilding trust in automation through transparency and control
Shaped early interaction systems for Elsevier's ML-augmented authoring platform, later launched as Elsa. Designed to support editors and contributors producing digital-first content while reducing back-and-forth with production teams.
Elsevier — Elsa
Patented ML-augmented authoring from prose to print with Project Interactions
When data meets doubt
Explored how people experience uncertainty in critical care decisions, from newborn screening to oncology. Shaped design provocations to uncover emotional and behavioural drivers, then mapped what emerged to guide toward more human-centred precision medicine.
Genomic diagnostics research for Sema4/GeneDx
Coherence across complex clinical communication
Structured complex oncology content into a clear, reusable framework. Designed the IA and interactions for multiple-myeloma and Darzalex platforms, aligning content and research through MLR review cycles — work later scaled across J&J's Medical Cloud platform.
Multi-market design system for J&J Innovative Medicine
Interactions that keep work in sync
Helped a print-tech startup design cross-device behaviour with state machines for a physical application. Unified scanners, dispatch systems, and an observability layer that later evolved into HP Site Flow.
Automation and workflow visibility in print logistics for OneFlow, acquired by HP
Removing friction for the people behind the counter
Redesigned a nationwide procurement platform used daily by pharmacists. Translated dense SAP logic into lightweight, intuitive ordering flows optimised for speed, accuracy, and trust.
Pharmacy procurement experience redesign for Assoc of Pharmacists Coop
Designing structure that reveals purpose
Reframed a universal navigation as a connected system linking products, sectors, and hidden resources. Clarified information architecture through collaboration, replacing monolithic hierarchies with progressive disclosure patterns that grew with the business.
Advanced
Enterprise IA for multi-sector software
Leadership/Principal
Yekta Gurel
Interaction designer with 15+ years across enterprise software, healthcare, and publishing. Research-to-delivery pipeline: translating complexity into usable systems. Experience spans product teams, design consultancies (Project Interactions, independent practice), and agency leadership (Tribal DDB). Patent co-inventor for human-in-the-loop annotation systems. Currently: research on structured authoring and text-first mental models (A Quiet Loop).
COLLABORATIONS
Project Interactions
Blue Latitude Health
FourByNorth
Ethnogram
Contact: me@yektagurel.com