Huseyin Emanet
Huseyin Emanet
Scaling Getir from a single app to a multi-vertical web platform
Turning Getir from a mobile-only product into a scalable, multi-vertical web ecosystem — powered by a unified design system.
Product Design, Design Systems
2020 – 2023
getir.com homepage — bringing Getir’s mobile-first grocery experience to the web.
I spent three years at Getir as a product designer, joining at a time when the company had no website at all and operated only through its mobile app. In my first weeks, I was asked to design and launch the first version of getir.com on a very tight deadline. That project quickly expanded into leading the entire web ecosystem and later the design system for both web and mobile.
The Problem
When I joined Getir, the company had grown rapidly but still operated with a mobile-only product and no website at all. This created several limitations:
1. No web presence to support growth
The business relied solely on the mobile app, which made it difficult to reach new users, expand internationally or support partnerships that required a proper web experience.
2. No shared design language across teams
Each vertical was designed independently, leading to inconsistency and duplicated effort across product teams.
3. No scalable structure for launching new verticals
As Getir expanded into food, water, grocery, large-market and vehicle services, the lack of a unified design system made it harder to ship cohesive, high-quality experiences quickly.
These challenges became increasingly critical as the company scaled into multiple markets and launched several new products simultaneously.
Goals & Success Criteria
To support Getir’s rapid expansion and prepare the company for multi-vertical growth, we defined several key goals:
Establish a strong web presence from scratch
Create getir.com as the first web experience in the company’s history, enabling new user acquisition, partnerships, and international scalability.
Create a unified design language across all verticals
Develop a consistent visual and interaction system that ties together GetirYemek, GetirBüyük, GetirSu, GetirÇarşı and future services.
Build a scalable component foundation for rapid launches
Design a shared component library that allows new verticals and features to be shipped quickly while staying visually aligned with the core Getir experience.
Prepare the company for long-term design maturity
Introduce a unified design system (Atlas) for both web and mobile, giving all product teams a single source of truth.
Success Criteria
getir.com launched in ~2 months despite being the company’s first-ever web experience
All new verticals shipped on a shared component system
Atlas design system adopted across product teams for both web and mobile
Faster, more consistent execution across teams as Getir scaled into new markets
Research & Insights
To understand how Getir should expand beyond mobile and what a unified ecosystem needed, I explored several areas:
Understanding user behaviour on mobile
Since the entire company operated through the app, I analysed mobile usage patterns, onboarding flows and navigation behaviour to identify what needed to translate to the web and what needed to change.
Identifying inconsistencies across verticals
Each vertical — GetirYemek, GetirSu, GetirBüyük, GetirÇarşı — had been designed independently.
This revealed:
Different UI patterns
Different interaction models
No shared components
No cross-team design alignment
This validated the need for a unified system.
Technical constraints and opportunities
Collaborating with engineering helped clarify what could scale:
Which components could be shared?
How flexible should layouts be?
What needed to be rebuilt for the web vs. ported from mobile?
These findings shaped the future component structure.
Competitive analysis across markets
Analysed global delivery and grocery platforms to understand:
Which patterns improved conversion
Which navigation structures worked best
How multi-vertical platforms communicated hierarchy
This helped define Getir’s web IA.
Internal interviews
Talked with founders, product leads and vertical teams to understand business priorities:
Speed of launching new verticals
Total design consistency
Ability to scale internationally quickly
These became the core requirements for the design system.
Key Insight
Getir didn’t just need a website — it needed a unified ecosystem that could scale across multiple verticals, markets and platforms with a single design language.
Strategy
I defined the strategy for transforming Getir from a single mobile product into a unified, scalable ecosystem that could support multiple verticals and international growth. The approach was guided by three principles:
1. Establish a strong, scalable foundation
Before launching new verticals, I designed the web framework and component system that could support future markets, features and product lines without reinventing the basics each time.
2. Create consistency across every vertical
To reduce duplicated effort, I created shared UI patterns, layouts and interactions that all verticals could adopt — from GetirYemek to GetirBüyük and future products.
3. Build for speed and efficiency
I defined a design direction that prioritised fast-to-build, reusable components and clear design guidelines so teams could launch products quickly while staying aligned with the core Getir experience.
These principles shaped the structure of getir.com, the component library and the Atlas design system — ensuring every new vertical looked and worked like part of a cohesive ecosystem.
The Solution (UI, UX, Brand, Info Architecture)
My redesign work covered every layer of Getir’s digital ecosystem — from the first getir.com launch to the multi-vertical structure and the Atlas design system.
A unified, scalable UI foundation
I created a shared visual language across all verticals, aligning colour, spacing, typography and component behaviour so everything felt like one cohesive product family.
A flexible component library
I designed the reusable, modular components that allowed teams to ship new verticals — such as GetirYemek, GetirBüyük, GetirSu and GetirÇarşı — without reinventing layouts, buttons or navigation patterns.
A web information architecture built for growth
I defined the web information architecture, including hierarchy, category structure and navigation patterns that could scale as the company added new markets and product lines.
Mobile-to-web translation
Since Getir was originally mobile-only, I translated the mobile UX patterns into a scalable web experience, ensuring familiarity while optimising for larger screens and multi-step journeys.
Brand consistency across products
I aligned visual decisions across Getir’s entire ecosystem so that even separate verticals felt instantly recognisable as part of the Getir brand.
Atlas — a design system for long-term scale
I built and documented Atlas, Getir’s unified design system for web and mobile.
It became the single source of truth for:
Components
Layout rules
Token system
Brand foundations
Interaction patterns
This formed the backbone of Getir’s design maturity as the company expanded internationally.
Before / After
Before
No website — Getir operated entirely through its mobile app
No shared design language across teams and verticals
Each new product required rebuilding UI from scratch
No scalable component structure for rapid launches
Inconsistent experiences between GetirYemek, GetirSu, GetirBüyük, GetirÇarşı
Slow execution as the company entered new markets and expanded offerings
After
Launched getir.com, the company’s first web experience, in ~2 months
Introduced a unified multi-vertical web platform
Built a scalable component library used across all verticals
Created Atlas, the design system for both web and mobile
I enabled teams to ship new verticals faster and more consistently.
Established a cohesive, recognisable Getir experience across products and markets
The transformation enabled Getir to scale from a single mobile product into a cohesive, multi-vertical ecosystem, supporting rapid growth and international expansion.
Impact
The work at Getir meaningfully improved the company’s ability to scale, move faster and maintain consistency across products and markets.
Stronger digital presence
getir.com became the company’s first web platform, opening new acquisition and partnership opportunities
Allowed Getir to tell a clearer story internationally
Helped the brand show up consistently across touchpoints
Consistent multi-vertical ecosystem
All verticals — GetirYemek, GetirBüyük, GetirSu, GetirÇarşı — adopted the same component library
Reduced duplicated UI patterns across teams
Created a cohesive product family despite rapid expansion
Faster and more efficient execution
The shared components I designed enabled teams to ship new verticals significantly faster
Less design and engineering time spent rebuilding basic UI
Atlas — which I created — became the source of truth for both web and mobile
Overall, the work transformed Getir from a single mobile app into a unified multi-vertical ecosystem with a scalable, long-term design foundation.
Let’s create something meaningful together.
If you're looking for a designer who can combine brand, UX and technical execution to deliver measurable impact, I’d love to chat.
