About
I design products people actually use. With over 8 years of experience across mobile apps,
B2B SaaS platforms, and AI-powered tools, I combine human-centered thinking with a computer science
background to ship products that work beautifully. I specialize in product design, UI/UX design,
design systems, usability testing, and product discovery.
Skills
Product Design, UI/UX Design, Leadership, Analytics, UX Research, Usability Testing, AI, Mobile Apps Design, Product Discovery, Product Thinking, Design Systems
Case Studies
Role: Product Designer, end-to-end · Self-initiated, 2026 · B2C · iOS · Fintech
A personal finance app for people who grew up on good software. After five years of tracking my money
daily and dropping app after app, I stopped switching and started sketching: eleven interviews, a survey,
a teardown of the big apps, and a long crawl through their reviews.
The finding that reframed the project: these apps are scoreboards of failure, and most charge around $100
a year for the privilege. So Ruvi answers one question about right now — “can I spend this?” — with a
self-correcting daily number. Overspend today and tomorrow’s number quietly shrinks. No red wall of shame,
and one bad day never turns into a failed month.
Outcome: live on the App Store, free, in six languages, with native Liquid Glass, system
haptics and native charts throughout. Most of what competitors lock behind a subscription is included from
day one. Read the full Ruvi case study.
Role: Lead product design & brand · Client project, 2026 · B2B SaaS · Web + Mobile
A web and mobile platform for landscaping companies, so the office knows what happened on site and the
client can see it too. I took it from market research through brand and naming to UX and a design system
covering three surfaces: an office web app, a mobile app for crews in the field, and a client-facing view.
The one idea everything hangs off: work is tracked by zone on the map.
Open the Leha case study (protected — ask me for access).
Role: Lead Product Designer · Contract, 2025 · B2C · Mobile · AI
An AI-first website builder where components and a live UI kit appear at the start of a project, so
professionals can edit naming, props, variants and tokens before generation snaps to a clean design system.
I led design from concept to delivery and built the token system and component library.
Open the Frogma case study (protected — ask me for access).
Role: Senior Product Designer · Full-time, 2023–2024 · B2B · Web · SaaS
A central console to manage organisations, users, subscriptions and operations across VMware cloud services,
plus Customer360 for support teams. I worked on cross-platform workflows and kept growing the internal
design system.
Open the VMware case study (protected — ask me for access).
Role: Lead Product Designer · Full-time, 2021–2023 · B2B · B2C · Mobile · SaaS
Krew Guru digitises the seafarer journey end to end: from fragmented paperwork to trusted, data-rich
profiles and transparent hiring. I led designers and researchers through 20+ qualitative interviews across
ranks and vessel types, CX/UX surveys and prototype usability studies.
The guided CV builder gets a seafarer to their first application in about twenty minutes, with progressive
steps, inline validation and quality indicators. Maritime-specific filters — rank, vessel type,
embarkation date, contract length — make results relevant at all. Mobile-first, for 82%+ mobile usage,
often on poor signal at sea.
Results: CV creation time fell from 60–90 minutes to roughly 20. Profile completion rose
by 40%. The digital flow removed physical CV submissions at the office entirely.
Read the full Krew Guru case study.