About.

I care about the whole problem, not just the interface. I build products where user problems drive every decision.

Ella Bektas
How I got into product

My first product role was at a machine learning company that built software for lab scientists. I was the bridge between the technology and the people using it, helping non data scientists extract value from machine learning models to enable predictive experimental design and speed up the discovery of new materials in R&D.

Since 2024 I have been working in the Salesforce DevOps space at Gearset, the leading DevOps platform for Salesforce. Working within the product team here has sharpened how I think about building software. We take a jobs-to-be-done approach, putting user problems at the core of every decision and that has shaped a lot of how I work today.

Technical stack

I enjoy picking up technical tools as the market changes. Coding has been part of my work from start to end — tracking instrumentation with Amplitude, I'm developing my JavaScript and TypeScript, and I'm very familiar with HTML and CSS.

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What drives me

User-first thinking

Every decision traces back to a real user problem, not what seems like a good idea.

End to end product focus

I care about the whole problem, not just the interface. I stay close to the work from discovery through to delivery.

Data informed

I use data to validate assumptions and measure impact, not just to report on what happened.

Technical fluency

I pick up new tools and complex problems quickly, whether technical or user-facing.