About
Selinay İblikci
I'm a senior product designer based in Amsterdam with 6+ years of experience designing digital products that people actually want to use. I started my career in Istanbul, building products for startups and agencies, before moving to Amsterdam in 2022. I founded PUOI Studio to work closely with startups and scale-ups on the design problems that matter most.
My background spans product design, design systems, brand identity, and no-code development. I believe good design is rigorous before it's beautiful — and that the best design decisions are the ones you can explain with evidence.
Working with clients across the Netherlands, Germany and the UK. Also available in Dutch.
The Name
You can scream. You can make yourself heard.
I got this tattoo at 21. At the time, I was the kind of person who stayed quiet during chaos — this was my reminder to myself that silence isn't always strength.
Years later, when I founded the studio, the name was already there on my arm. Puoi. Because that's exactly what I believe great design should do for a product: make it impossible to ignore.
Too many well-built products stay invisible — not because they lack quality, but because they don't communicate what makes them worth choosing. That gap is where we work.
What I do
Areas of expertise
UX & Product Design
End-to-end product design from discovery to developer handoff. User research, journey mapping, wireframing, prototyping, and usability testing.
UI & Design Systems
Scalable component libraries, design tokens, and developer-ready specifications. Built for teams that need to move fast without breaking consistency.
Brand Identity
Visual identities built for the digital world first — logos, color systems, typography, motion language, and brand guidelines.
No-Code Development
From approved design to live URL in weeks using Webflow and Framer. CMS-powered sites your marketing team can manage independently.
Tools & stack
Background
Experience
Running a boutique design practice for startups and scale-ups across the Netherlands, Germany, and the UK.
Led end-to-end design on B2B SaaS products and brand identity projects. Built and maintained design systems across multiple client products.
Worked on mobile and web product design across fintech, edtech, and consumer apps. Established UX research practices within cross-functional teams.
Designed digital products and brand identities for startups and agencies. First exposure to design systems and component-based workflows.
My philosophy
"Good design is rigorous before it's beautiful. Every decision should be explainable — not as an aesthetic preference, but as an answer to a real user need."
— Selinay İblikci, PUOI Studio
Let's work together
Have a project you want to talk through? Book a free 15-minute call — no commitment, just an honest conversation about what you're building.
Book a Free CallSee the work
10+ case studies across product design, brand identity, and design systems — from 0→1 mobile apps to enterprise SaaS platforms.
View Projects →