In a world of autonomous systems, products still need direction.
We turn complexity into clarity and systems into products people actually adopt. Strategic design built on 20 years of complex product work - behavioral insight, organizational reality, and systems that have to work in the real world.
The studio
LET'S DO was formed in 2017 by Rom Yekutiely to bring a different way of working - full strategic partnership with every client, not just design execution.
This deep, close collaboration with every client allowed us to create best-in-class experiences that stand out for target audiences, investors, and clients alike. That way of working became the studio motto.
What we do
We don't just design screens. We diagnose misalignment and create the clarity that makes adoption possible - by mapping the real variables that create friction.
Every engagement starts with the same question: where are the user, goal, means, and context out of sync? That is where the real problem lives.
Who is Alex?
Have you met Alex?
Alex is dying to talk to you.
Alex is the answer. Not a chatbot, not a template - a product strategist trained on the full body of LET'S DO's work: every pattern, framework, and failure that shaped how we diagnose misalignment in complex products.
Every conversation with Alex is the beginning of a consulting engagement. Diagnose before recommend. Reframe before solve.
What brings you here?
Methodology
The Experience Equation
Most product friction isn't UI. It's misalignment.
Users, capabilities, constraints, and mental models
Task to be done, success criteria, urgency
Technology, tools, system capabilities and constraints
Real environment, workflows, organizational reality
The truth about product problems
Most problems that look like "UX problems" are actually alignment problems.
When users don't adopt a product, when features meet resistance, when systems feel complex - it's rarely a UI issue. It's a mismatch between who the user is, what they're trying to do, the tools available to them, and the environment they operate in.
Applying the right "UX fix" to the wrong alignment problem doesn't just fail - it makes things worse.
Worked with
Work
Explore our work through the problems we solved.
Healthcare / Manufacturing
Multi-User Shared Device Experience
Designed a session-based identity system for frontline workers on shared operational devices.
FinTech / Payments
Real-Time Payment Recovery Platform
Transformed declined transactions into recoverable revenue through dynamic issuer-merchant collaboration.
Coming soon
Next case study
More strategic work, complex systems, and product rescues in development.
The Intelligence Interface
Alex isn't a chatbot. He's a strategic interface.
Alex is built on 20+ years of product strategy and behavioral design methodology. He doesn't generate generic answers — he applies the Experience Equation: mapping WHO × GOAL × MEANS × CONTEXT to find the actual misalignment blocking your product.
Every conversation with Alex feels like the beginning of a consulting engagement. He diagnoses before recommending. He asks targeted questions. He provides insights you didn't expect.
Diagnoses, not guesses
Maps your problem against the Experience Equation before suggesting any direction.
Reframes the problem
Shows you what you may have missed. The root cause is usually not where you're looking.
Provides strategic direction
Points toward solutions — not features, but types of thinking that create real change.
How we work together
Advisory
Strategic direction when clarity is the bottleneck.
Product Rescue
Fix adoption, simplify complexity, recover direction.
End-to-End
Launch or rebuild from first principles.
Let's do this properly.
One conversation is usually enough to change how you see the problem.