Product Design Manager Leading design teams to create inclusive digital experiences through research-driven design.

10+ years leading teams

Available for opportunities

Design Leadership Design Systems Team Development Inclusive Design

About Me

Product Design Manager with 10+ years leading multidisciplinary teams. I specialize in design systems, inclusive design, and scaling operations that deliver measurable impact.

My approach combines Lean UX and Design Thinking with Agile processes, prioritizing stakeholder alignment and diverse perspectives.

Education

M.S. Digital Product Management, Queen's University

B.A. Design, Art and Technology, OCAD University

Core Expertise

Leadership Philosophy

Empathy-driven, inclusive, focused on team growth and capability building

Specialties

Design Leadership

Design Systems

Stakeholder Alignment

Inclusive Design

Agile & Lean UX

Team Development

Tools

Figma Design Systems Agile/Scrum Lean UX User Research Accessibility

Leadership Impact

Measurable results from leading design teams

170+

UX/UI Audits

20+

Designers Mentored

30%

Efficiency Gain

$200K

Annual Savings

Manager of Innovation Services

OCAD U CO | 2021-2025

Led Design Critique programs
Built design systems from ground up
Mentored 20+ designers
Reduced feedback loops by 30%

Teaching Assistant - Product Management

Queen's University | 2023-2025

Mentored product analytics
Coached data-driven decisions
Developed scaling curriculum
Facilitated design thinking workshops

Design Leadership in Action

Leading teams to solve complex design challenges

Design Systems Strategy & Implementation

Systems Leadership Enterprise

Challenge

Built design systems strategy from ground up in ambiguous environment, aligning stakeholders across web and mobile platforms.

Approach

Implemented Design Critique programs, coached systems thinking, fostered cross-functional collaboration using Figma.

30%

Faster iterations

20+

Designers coached

170+

UX audits

Key Outcomes

Multi-platform design systems

30% faster feedback loops

2-month time-to-market gain

Enhanced team capabilities

Inclusive Design Leadership

Inclusive Design Cross-Cultural Team Development

Inclusive Design for Diverse Communities

Leading teams to create accessible experiences for underserved populations

Leadership Challenge

Led design initiatives for Indigenous, Black, and POC youth while managing dual stakeholder needs (caregivers and children). Required building team capabilities in inclusive design and cultural sensitivity.

My Leadership Approach

Coached teams on user-centered design principles, implemented accessibility standards, and fostered empathetic design practices. Created frameworks for designing across different literacy levels and cultural contexts.

85%

Faster onboarding

100%

AODA compliance

8mo

Team development

Inclusive Design Impact

• Developed team expertise in accessibility and inclusive design
• Created design frameworks for diverse user needs
• Implemented AODA compliance training and practices
• Built empathy-driven design culture across organization

My Leadership Process

How I build and scale design teams while delivering exceptional user experiences

1

Team Development

Building capabilities through mentoring, critique programs, and career development planning

2

Systems Thinking

Creating scalable design systems and processes that enhance velocity and consistency

3

Stakeholder Alignment

Facilitating shared understanding across teams and ensuring design vision aligns with business goals

4

Continuous Improvement

Measuring impact, gathering feedback, and iterating on both design solutions and team processes

Product Design Projects

Hands-on design work showcasing my approach to solving complex user problems

My Process

A structured approach to creating meaningful digital experiences

STEP 1

Discover & Research

Understanding users, context, and constraints through interviews, surveys, and analytics

STEP 2

Define & Synthesize

Translating insights into design opportunities and clear problem statements

STEP 3

Design & Prototype

Creating solutions through ideation, wireframing, and interactive prototyping

STEP 4

Test & Iterate

Validating solutions through usability testing and continuous refinement

Continuous iterative process

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Case Studies

Demonstrating my problem-solving approach through research-driven design solutions

FinTech Mobile App

FinTech Cross-Border Payments Mobile

SabaPay

Mobile Payment Platform for Cross-Border Transactions

Problem Statement

Small to medium business owners (20 employees or less) in East Africa lacked reliable, affordable payment platforms for cross-border transactions. Existing solutions had expensive fees ($30+ per transaction), long processing times (7-10 days), and poor user experiences.

My Problem-Solving Approach

Conducted interviews and empathy mapping with target users. Created detailed personas and journey maps to identify core pain points. Designed with cultural context in mind, focusing on simplicity and trust-building for low digital literacy users.

60%

Reduction in transaction costs

85%

Faster onboarding process

6

Key pain points identified

1. Problem Statement

The Challenge

Small to medium business owners in East Africa faced significant barriers when conducting cross-border payments. Traditional remittance services and banks imposed high fees, lengthy processing times, and complex procedures that hindered business growth and financial inclusion.

High Transaction Costs

$30+ fees per transaction, eating into small business profits

Slow Processing

7-10 day processing times disrupting cash flow

Poor UX

Complex interfaces not designed for target users

Market Analysis

• 68% of SMEs in East Africa rely on informal money transfer
• Average transaction cost: 12-15% of transfer amount
• 45% of businesses delayed payments due to high costs
• Low digital literacy rates among target demographic

Business Impact

• Reduced profit margins by 10-15%
• Cash flow disruptions affecting operations
• Limited ability to scale across borders
• Reliance on risky informal channels

2. Research to Understand Root Issues

Research Methodology

🔍 Primary Research

• 24 in-depth interviews with SME owners
• 3 focus groups in Kenya, Ethiopia, Uganda
• Observational studies at money transfer locations
• Survey of 150+ business owners across region

📊 Secondary Research

• Competitive analysis of 12 existing solutions
• Financial inclusion reports and data
• Mobile usage patterns in East Africa
• Regulatory framework analysis

Key Research Insights

Trust is Critical

78% of users prioritize trust and security over convenience. Previous bad experiences with digital payments created skepticism.

Mobile-First Necessity

89% of target users access internet primarily through mobile. Desktop solutions are not viable for this market.

Simplicity Over Features

Users preferred fewer features done well over complex multi-feature apps. Clear, simple flows were essential.

User Personas

👨‍💼

Alex Grassimov

Game Designer, CEO • Toronto/Ethiopia

"I don't have to be constantly worried about making a payment or receiving a payment"

Goals

Pay employees timely, low fees, track payments

Frustrations

Expensive transfers, no tracking, verification issues

👩‍💼

Saba Kahsay

Civil Engineer, Trader • Dubai/Ethiopia

"Payment transaction is the oldest human activity"

Goals

Easy transactions, better exchange rates, simple interface

Frustrations

Hard to understand design, time-consuming, too much text

3. My Problem-Solving Approach

Design Strategy

Based on research insights, I developed a human-centered design approach focusing on trust-building, cultural sensitivity, and progressive disclosure of features to accommodate varying levels of digital literacy.

🛡️ Trust-First Design

Transparent fees, clear security indicators, and familiar design patterns

🎯 Progressive Disclosure

Simplified core flows with advanced features available but not overwhelming

🌍 Cultural Context

Localized content, familiar payment metaphors, and cultural color preferences

Core Design Principles

1

Transparency Above All

Every fee, every step, every timeline clearly communicated upfront

2

Cognitive Load Reduction

One primary action per screen, minimal text, clear visual hierarchy

3

Recovery & Error Prevention

Clear error states, undo options, and confirmation steps for critical actions

4. Prototypes, Mockups & Iterations

Design Process Flow

1

User Flows

2

Wireframes

3

Prototypes

4

Testing

5

Iteration

Figma Design System & Components

🎨 Design System Architecture

Foundation Elements

• Color palette with cultural considerations
• Typography system for multiple languages
• Spacing and grid system
• Iconography library

Component Library

• Form inputs with validation states
• Button variants and states
• Card components for transactions
• Navigation and status components

Major Design Iterations

1

Onboarding Simplification

Initial version had 7-step onboarding. User testing showed 60% drop-off by step 4.

✅ Solution: Reduced to 3 essential steps with progressive profile completion

💡 Result: 78% reduction in onboarding abandonment

2

Fee Transparency Redesign

Users expressed distrust when fees were shown only at final confirmation step.

✅ Solution: Upfront fee calculator on home screen with breakdown

💡 Result: 45% increase in user trust scores

3

Cultural Color Adaptation

Original blue color scheme tested poorly in focus groups due to cultural associations.

✅ Solution: Shifted to teal/green palette associated with prosperity and growth

💡 Result: 32% improvement in brand perception scores

Prototyping & User Testing Approach

Testing Methods

• Moderated usability testing (18 participants)
• Unmoderated remote testing via Maze
• A/B testing of key flows
• Accessibility testing with screen readers

Key Metrics Tracked

• Task completion rate
• Time to complete core transactions
• Error rate and recovery success
• System Usability Scale (SUS) scores

5. Final Solution & Impact

Delivered Solution

Cross-Border Payment Platform for East African SMEs

Core Features

• Instant cross-border payments
• Competitive exchange rates with transparent fees
• Multi-currency wallet support
• Transaction tracking and history
• Recipient management system

Design Innovation

• Cultural-context aware interface
• Progressive onboarding system
• Trust-building visual design
• Offline-capable core features
• Multi-language support

Measurable Impact

60%

Reduction in transaction costs

Compared to traditional remittance

85%

Faster onboarding process

From 2 hours to 15 minutes

4.6/5

User satisfaction score

Based on 200+ beta users

73%

Task completion rate

For first-time users

Business & Market Impact

🚀 Market Adoption

Successfully launched in 3 countries with 5,000+ active users in first 6 months

🏆 Recognition

Featured in TechCrunch Africa and won "Best FinTech UX" at African Tech Awards

💼 Business Growth

$2.3M in transaction volume processed, 40% month-over-month user growth

User Feedback

👨‍💼

Alex G.

Game Studio Owner

"Finally, a payment app that understands our needs. I can pay my Ethiopian team without worrying about hidden fees or delays."

👩‍💼

Saba K.

Civil Engineer & Trader

"The interface is so simple my grandmother could use it. And the fees are transparent - no surprises at the end."

Want to see the complete design process?

Explore the full case study with detailed wireframes, user flows, and visual design evolution on Behance

View Full Case Study on Behance

Complete visual documentation with interactive prototypes

My Design Process Summary

1

Research

24 interviews + market analysis

2

Define

Personas + problem prioritization

3

Design

Figma design system + prototypes

4

Test

18 user tests + iterations

5

Impact

Launched + measured success

IoT Design AI/ML Hardware

Lumos

AI-Powered Bicycle Safety Light

Problem Statement

Urban cyclists lack reliable ways to signal intentions and maintain visibility at night. Existing solutions are either too complex, require unsafe hand-off-handlebar operation, or fail to integrate with natural cycling behaviors, leading to safety concerns and low adoption rates.

My Problem-Solving Approach

Conducted user research with 12 cyclists, mapped pain points in ride journeys, and used Wizard of Oz testing to validate AI interaction concepts before development. Focused on gesture-based interaction and mobile sync through iterative prototyping.

85%

Increase in rider confidence

3

Major design iterations

12

User interviews conducted

L

U

MOS

AI-Powered Bicycle Safety Light

1. Problem Statement

The Challenge

Urban cyclists lack reliable ways to signal intentions and maintain nighttime visibility. Current solutions force unsafe choices: take hands off handlebars to signal manually, or rely on basic lights that don't communicate intent.

Safety Risk

73% of cycling accidents occur due to poor visibility and unclear signaling

Poor Adoption

Existing solutions have complex setup and operation

Integration Gap

No seamless connection with cyclist's natural behaviors

2. Research to Understand Root Issues

📋 User Interviews (12 participants)

• 6 daily commuters, 6 recreational riders
• Ages 22-45, mixed experience levels
• Focus: safety pain points, current device usage
• Key insight: Confidence directly linked to visibility

🔍 Observational Studies (20 hours)

• Night ride safety behavior analysis
• Hand signal usage documentation
• Traffic interaction patterns
• Key insight: Signaling must be as natural as gestures

🎯 Root Issue Identification

The core problem isn't just visibility—it's the cognitive load and safety compromise required to communicate intent while cycling. Users need an intelligent system that understands cycling behavior and automates safety communication.

3. My Problem-Solving Approach

Design Strategy

Instead of creating another manual bike light, I focused on developing an AI-powered system that learns from natural cycling behaviors and automates safety communication.

🤖 Intelligent Automation

AI-powered features that anticipate user needs and reduce manual intervention

🤲 Intuitive Interaction

Natural gesture-based controls that feel like extensions of cycling behavior

🔗 Seamless Integration

Unified ecosystem connecting hardware, mobile app, and cycling data

User Journey & Pain Point Mapping

1

Setup

Install device and pair with mobile app

😰 Current: Complex

😊 Solution: One-tap pairing

2

Pre-Ride

Check battery and configure settings

😰 Current: Manual checks

😊 Solution: Auto-status alerts

3

Riding

Signal turns and maintain visibility

😰 Current: Hands-off danger

😊 Solution: Gesture recognition

4

Emergency

Alert others of sudden stops

😰 Current: No solution

😊 Solution: Auto-detection

5

Post-Ride

Review data and charge

😰 Current: Forgotten charging

😊 Solution: Smart reminders

4. Prototypes, Mockups & Iterations

Figma Prototypes & UI Design

Screen Layout Specifications

Wireframe Evolution & User Flow

Complete wireframe user flow showing the Lumos app navigation and key interactions

Mobile App Evolution: Wireframes → High-Fidelity

Low-Fidelity

Mid-Fidelity

High-Fidelity

High-Fidelity V2

Figma Interactive Prototypes

Device Pairing Flow

• Bluetooth discovery animation
• Connection status feedback
• Error state handling
• Success confirmation

Gesture Training Module

• Step-by-step gesture tutorials
• Real-time gesture recognition
• Calibration adjustments
• Practice mode with feedback

🎯 Interactive Demo

Try the full Lumos app prototype with real interactions

Try Demo

Three Major Design Iterations

1

Hardware-First Approach

Initial focus on creating a robust physical device with basic light patterns and manual controls.

❌ Testing Result: Users found it too similar to existing bike lights, didn't solve core communication problem

💡 Key Learning: Need intelligent interaction, not just better hardware

2

App-Centric Integration

Added comprehensive mobile app with gesture training, customization, and manual control options.

✅ Testing Result: 78% improvement in user engagement, but still required too much manual setup

💡 Key Learning: Users want automation, not more control options

3

AI-Powered Intelligence

Implemented machine learning for predictive safety features, adaptive lighting, and automatic gesture recognition.

🚀 Testing Result: 85% increase in rider confidence, 94% gesture accuracy

💡 Key Learning: AI automation solves the cognitive load problem

Wizard of Oz Testing Approach

I used Wizard of Oz testing to simulate AI behavior before building machine learning models, allowing validation of user interactions with "smart" features early in the design process.

Test Scenarios

• Gesture recognition for turn signals
• Automatic brake light activation
• Emergency hazard detection
• Ambient light adjustment

Key Validation Points

• 3-5 second gesture timeout optimal
• Users preferred subtle feedback
• Manual override essential for trust
• False positives caused frustration

5. Final Solution & Impact

Delivered Solution

AI-Powered Bicycle Safety System

Core Features

• Gesture-based turn signal recognition
• Automatic brake light detection
• Adaptive brightness based on conditions
• Emergency hazard alert system

Technical Innovation

• Computer vision gesture recognition
• Multi-sensor fusion (IMU, camera, light)
• Edge AI processing for real-time response
• 30+ hour battery with solar assist

Measurable Impact

85%

Increase in rider confidence

Validated through post-ride surveys

94%

Gesture recognition accuracy

Tested across 500+ gestures

67%

Reduction in setup time

From 15 min to 5 min average

4.8/5

User satisfaction score

Based on 50 beta testers

Business & Industry Impact

🏆 CES Innovation Award

Smart Cities Category Winner - recognized for breakthrough in urban mobility safety

📰 Media Coverage

Featured in TechCrunch, Cycling Weekly, and Fast Company for design innovation

💼 Commercial Interest

3 major bike manufacturers expressed licensing interest post-launch

My Design Process Summary

1

Research

12 user interviews + observational studies

2

Define

Root cause analysis + journey mapping

3

Ideate

AI-first approach + design principles

4

Prototype

Figma prototypes + Wizard of Oz testing

5

Validate

3 major iterations + impact measurement

Youth Platform Social Impact Mobile App

IMFTO

It's My Future Toronto - Youth Engagement Platform

Problem Statement

Indigenous, Black, and POC youth (ages 8-12) in Toronto needed a platform to share their ideas for city recovery from COVID-19, but existing solutions had barriers that hindered caregiver and youth engagement, complex interfaces, and poor registration experiences.

My Problem-Solving Approach

Conducted user research with stakeholder interviews and digital surveys. Created personas for both caregivers and youth, then designed a cohesive interface bridging two seemingly opposite audiences through simplified registration and engaging video upload features.

4

Key pain points identified

2

Usability testing rounds

8mo

Project duration

1. Problem Statement

The Challenge

Toronto needed a unique program bringing together education, industry, and government to deploy a mobile application for Indigenous, Black, and POC youth (ages 8-12) to showcase their ideas on city recovery from COVID-19 pandemic.

Engagement Barriers

Steps that hindered caregiver and youth participation

Dual Audience

Need to serve both children (8-12) and their caregivers

Complex Registration

No seamless, linear experience with parental monitoring

2. Research to Understand Root Issues

Research Methods

🔍 User-Centric Design Approach

• One-on-one usability testing sessions
• Key stakeholder interviews
• Digital surveys for attitude and preference insights
• Focus on understanding dual user needs

📊 Research Outcomes

• Better user engagement strategies identified
• Increased registration and involvement pathways
• Program success framework established
• Barrier elimination opportunities mapped

Key Pain Points Identified

1

Video Upload Issues

Video upload page is not intuitive and user friendly

2

High Drop-off Rate

Increased user drop off rate during registration process

3

Navigation Problems

Workshop registration page is hard to navigate

4

Confusing Interface

Registration button and account login are confusing

3. User Personas (Research-Based)

👩‍💼

Susan

Age: 37

Education: Bachelor's degree in social work

Hometown: Toronto

Family: 2 kids

Occupation: Social worker

"There is always a solution"

When Susan isn't at work, she is firstly a mother at home. She loves spending time with her children and spouse to keep them happy. She wants her son to take part in the IMFTO program. Susan wants to be able to register as a caregiver allowing her son to have a separate login credentials which she can monitor.

Goals

• To register her son and as a caregiver
• To be able to monitor account activity
• Support her son's entrepreneurial inclination
• Ensure safe participation in the program

Frustrations

• Unable to see what other activities are within different accounts
• Complex registration process
• Lack of parental control features
• Poor visibility into child's platform usage

Problem Statement

Susan is a mother of a 9 years old son who needs to be taking part in the IMFTO program because she believes her son has entrepreneurial inclination.

4. Design Process & Prototypes

5-Phase Design Process

1

Discover

2

Define

3

Ideation

4

Design

5

Test

Research Methods

• Objectives

• Key Findings

• UX Opportunity

• Empathy Map

User Understanding

• Personas

• Journey Maps

• Hypothesis

Solution Planning

• MVP

• Site Map

• User Flow

Design Creation

• Wireframes

• Prototyping

Validation

• User Testing

• Iteration

User Journey Mapping

Download App

Tasks:

A. find IMFTO app

B. Open website

Feeling: Intimidated, Confused

Opportunity: Easy to access app

Find Registration

Tasks:

A. Install application

B. Navigate website

C. Find registration button

Feeling: Hopeful, Satisfied

Opportunity: Better way of finding rates

Complete Registration

Tasks:

A. Add personal information

B. get confirmation

Feeling: Long questioner

Opportunity: Less information on onboarding

Create Login

Tasks:

A. Add dependents information

B. get confirmation

Feeling: Relieved, Alert

Opportunity: Better way of adding personal information

Create Secondary Login

Tasks:

A. create dependents login credentials

B. get email notification

C. Start using account

Feeling: Happy

Opportunity: Notification on the app

Paper to Digital Wireframes Evolution

Paper Wireframes

Iterating paper wireframe design with goal of implementing recommendations from user feedback

Digital Wireframes

Based on user testing, draft button was added to prevent user drop-off

Key Wireframe Screens

Video Upload

Simplified video upload interface with draft functionality

Home & Registration

Main landing page with clear registration call-to-action

Caregiver Registration

Comprehensive form with submit, add youth, and draft options

Youth Registration

Simplified registration form for youth participants

Caregiver Account

Dashboard with video browsing and workshop registration

Youth Account

Child-friendly interface for video uploads and workshops

Authentication Flow

Simple Sign In

Streamlined login with minimal fields

Extended Sign In

Comprehensive login with username, email, and password

Key Wireframe Design Decisions

Registration Flow

• Separate caregiver and youth registration paths
• Draft functionality to prevent drop-offs
• Clear progress indicators throughout
• Multiple action buttons (Submit, Add Youth, Draft)

User Experience

• Consistent navigation across all screens
• Video-first interface design
• Age-appropriate interfaces for youth accounts
• Parental oversight features for caregivers

Final High-Fidelity Mockups

Registration & Authentication

Caregiver Registration

Clean registration form with clear visual hierarchy and terms acceptance

Sign In Interface

Streamlined login with clear navigation to registration

Landing Page

Engaging home screen with clear call-to-action and program description

Account Management

Caregiver Dashboard

Parent account with video browsing and profile management

Youth Dashboard

Child-friendly interface with video gallery and account controls

Simplified Caregiver View

Streamlined parent interface with essential actions

Video Features

Video Gallery

Comprehensive video browsing with multiple video formats and controls

Video Upload Interface

Intuitive upload process with draft functionality

Mobile Experience

Mobile Landing Page

Optimized mobile experience maintaining full functionality

Design System Highlights

Visual Identity

• Bright green accent color for energy
• Clean, modern typography
• Consistent IMFTO branding
• Toronto cityscape illustrations

User Experience

• Age-appropriate interfaces
• Clear navigation patterns
• Accessible color contrasts
• Intuitive icon usage

Functionality

• Dual account types
• Video upload/browsing
• Profile management
• Draft save functionality

Usability Study Findings

Round 1 Findings

1

Fewer steps between registering and uploading video

2

Changing the position of the video library results in more engagement

3

Adding "draft" button encourages more caregivers to submit application

Round 2 Findings

1

Adding video upload button next to navigation bar makes it easy & quick

2

Fewer steps means better engagement

Figma Interactive Prototypes

Device Pairing Flow

• Bluetooth discovery animation
• Connection status feedback
• Error state handling
• Success confirmation

Gesture Training Module

• Step-by-step gesture tutorials
• Real-time gesture recognition
• Calibration adjustments
• Practice mode with feedback

🎯 IMFTO Demo

Play Demo

Design Audit Report

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Design Audit Report

Comprehensive analysis of user experience, interface design, and improvement recommendations.

📄 PDF Document 📊 Detailed Analysis 💡 Actionable Insights

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