01
HornbillIn progress
I built Hornbill's entire design function from zero
A year in: a design system adopted across products, research as routine, and design run as a function, not a person.
Design SystemsUX StrategyDesign Leadership
Hornbill
Available for new work
I design clear, usable products for complex problems.
I’m Ali, a product designer with 8 years across enterprise tools, data-heavy interfaces and 0→1 SaaS. I turn ambiguous problems into simple, considered experiences people actually want to use.
- £3M+
- Raised for a product I led
- 1,000+
- Active users grown
- 8 yrs
- Designing products
Selected work
4 projects02
Business Kitz2025
I led the redesign that unlocked Business Kitz's £3M raise
Helped unlock a £3M raise and grew active users from 150 to 1,000+.
SaaSProduct Strategy0→1
03
Onclusive2023
I rebuilt Chart Analytics to stop PR teams churning to a competitor
Cut chart setup time from [X] to [Y] and reduced date-flow support complaints by [Z]% in testing. [Replace with real figures]
EnterpriseData UXResearch
Onclusive
04
Parse Analytics2025
Parse Analytics
Vibe coded or built it through AI.
AI0→1
Parse Analytics
About
Eight years turning complex, ambiguous problems into products that feel obvious.
I’ve worked across enterprise SaaS, data platforms and early-stage products, leading design end to end, from research and strategy through to polished, shipped interfaces.
I care about clarity: removing friction, respecting people’s attention, and making powerful tools feel calm and approachable.
8+
Years designing products
30+
Products & features shipped
0→1
From discovery to launch
Product strategyUser researchInteraction designDesign systemsPrototypingUsability testing