01 _ Hello

I'm Saina

Senior product designer, strategist, and design lead

I work across the full spectrum — from early discovery and product strategy through execution, systems design, and team leadership. I’ve shipped to real users, built scalable design systems, and helped organizations align design with business outcomes.

10+

Years of practice

4th

Edition — UX Seeds

7

Industries

E2E

Discovery to delivery

Three modes of practice

Strategy & leadership

  • Product vision & roadmap input
  • Design strategy & principles
  • Stakeholder alignment & facilitation
  • Discovery workshop facilitation
  • Design critique & mentorship
  • Cross-functional team leadership
  • Executive presentations
  • OKR & success metric framing

UX research & product design

  • User interviews & usability testing
  • Journey mapping & service design
  • Information architecture
  • Jobs-to-be-Done framework
  • Wireframing & high-fi prototyping
  • Accessibility — WCAG 2.1
  • Design systems & component libraries
  • Dev handoff & QA support

Visual, brand & communication

  • Brand identity & logo design
  • Typography systems
  • Motion & micro-interactions
  • Marketing & campaign design
  • Print & editorial design
  • Presentation design
  • Social media design systems
  • eCommerce design

As a design lead, I can own

Table Header
01
End-to-end product design — from 0 to shipped

Running discovery, defining the problem space, setting design direction, executing across all fidelities, and supporting engineering through delivery. No handoff gaps.

Discovery · Strategy · UX · UI · Handoff

02
Design systems — building and maintaining at scale

Creating component libraries, token systems, and documentation that other designers and developers can build on confidently. Designed for consistency, not just convenience.

Figma libraries · Tokens · Documentation · Governance

03
Design strategy for product and business alignment

Translating business goals into design decisions. Helping teams prioritise what to design and why, before a single wireframe is drawn. Defining north-star experiences and the metrics that tell us we’ve arrived.

Roadmap input · OKR framing · Principles · Prioritisation

04
Facilitation — workshops, sprints, and critiques

Running structured discovery sessions, design sprints, and critique frameworks with cross-functional teams including engineering, product, and executive stakeholders.

Design sprints · How Might We · Affinity mapping · Critique

05
Mentoring and growing design practice

Providing structured feedback, helping junior designers develop craft and judgment, and shaping design culture within teams. Experience working as sole designer and as part of larger functions.

Feedback frameworks · Design culture · Portfolio reviews

Design process

Discover

Research, interviews, competitive analysis

Define

Synthesis, opportunity framing, principles

Design

Concepts, flows, wireframes, prototypes

Validate

Usability testing, iteration, sign-off

Deliver

Dev handoff, specs, QA support

Measure

Success metrics, feedback loops

Tools

Design & prototyping
Figma · FigJam · Adobe XD · Principle · ProtoPie
Visual & motion
Illustrator · Photoshop · InDesign · After Effects
Research & facilitation
Miro · Maze · Dovetail · Lookback · Notion

Collaboration & PM
Jira · Linear · Confluence · Slack
Build & web
WordPress · Elementor · Shopify · Webflow
Analytics & metrics
Hotjar · GA4 · Mixpanel · Amplitude

02 _ WORK

Designing a Touchless Screen Interface for the EV Marine Industry

From user research to final interaction model — building for safety, clarity, and zero-contact use in demanding environments.

Redesigning Onboarding to Drive Engagement for a Wellness App
Diagnosing where users dropped off — and rebuilding the first five minutes of the experience to keep them.

Volunteer Work
Vancity Girls Who Walk

Developed and implemented branding and marketing 

Designed  and build a user-friendly eCommerce Website

My other areas's of work

What people say

Saina has the ability to develop creative ideas and link them to the business strategy. Her vision and approach to business challenges using creative thinking, UI and UX has helped the business achieve its goals. She is determined and passionate but also communicates well and is a team player. Saina has grown in this start-up environment and added value across many areas of our business helping us build a World-Class digital ecosystem. Saina has the ability to link strategy and creativity and works tirelessly to achieve the defined goals. Being part of my team, she has contributed to our business growing from a start-up to achieving our $50million goal in the 1st year. She is a valuable asset to any team and is adaptable to succeed in business.
Saina has the ability to develop creative ideas and link them to the business strategy. Her vision and approach to business challenges using creative thinking, UI and UX has helped the business achieve its goals. She is determined and passionate but also communicates well and is a team player. Saina has grown in this start-up environment and added value across many areas of our business helping us build a World-Class digital ecosystem. Saina has the ability to link strategy and creativity and works tirelessly to achieve the defined goals. Being part of my team, she has contributed to our business growing from a start-up to achieving our $50million goal in the 1st year. She is a valuable asset to any team and is adaptable to succeed in business.
Saina has the ability to develop creative ideas and link them to the business strategy. Her vision and approach to business challenges using creative thinking, UI and UX has helped the business achieve its goals. She is determined and passionate but also communicates well and is a team player. Saina has grown in this start-up environment and added value across many areas of our business helping us build a World-Class digital ecosystem. Saina has the ability to link strategy and creativity and works tirelessly to achieve the defined goals. Being part of my team, she has contributed to our business growing from a start-up to achieving our $50million goal in the 1st year. She is a valuable asset to any team and is adaptable to succeed in business.

Companies I have worked with:

PANGENOMIC HEALTH 

UX design for health data personalization

FULL CIRCLE LITHIUM

Brand and digital design

ACEL POWER

Product design, EV marine touchscreen interface

NEVADA ORGANIC  PHOSPHATE

Brand and marketing design

UX Seeds Book Callout

UX Seeds: Design Beyond the Surface Body: A UX philosophy book co-authored with Emad Masoud, now in its fourth edition. Explores how designers can think more deeply about the work they make — and why it matters.