Lead product Designer

I design the parts of the product most teams don't have time to get right.

Dashboards, ecommerce flows, and design systems for SaaS and B2B products, built by someone who's owned product, brand, and growth as the only designer in the room.


UX Strategy · Design Systems · Growth & Conversion · SaaS · B2B · B2C · DTC


Selected work

Four systems, four very different constraints. Two are open to browse right now.


HR Benefits SaaS
Design systems
+ Brand identity

Milk Stork • Reporting & Admin Dashboard

Designed the full employer reporting platform, an analytics dashboard, ecommerce shop, and shipping workflow, for Fortune 500 HR teams. As sole designer, owned every layer from research to shipped UI, cutting manual reporting requests by 35% along the way.

rouli-willow-saas-dashboard-ux-ui-design
View case study →

CRO
Design Systems
Organic Growth
+ Brand identity

Insurify • Smarter insurance decisions

The carrier card used to show a logo and one number. I rebuilt it into a structured evaluation experience with rating breakdowns and a pros and cons layer, lifting conversion 17% and cutting bounce by 41%.

Screenshot of online car insurance quotes comparison webpage displaying options from Allstate, State Farm, American Family Insurance, and Farmers Insurance, including their ratings, grades, liability costs, and full coverage prices.
Web app
Design system
SaaS
High-stakes ops UX

MedLocker • Medical Device Management

A life-safety dashboard for clinical teams, giving real-time visibility into stock levels, expiration risk, and incident reporting for emergency medical equipment.

rouli-willow-medlockers-medical-locker-saas-b2b-dashboard-ux-ui-design
Web app
Design system
SaaS
3 products · 1 system

BeFunky · From three editors to one system

A life-safety dashboard for clinical teams, giving real-time visibility into stock levels, expiration risk, and incident reporting for emergency medical equipment.

rouli-willow-befunky-web-mobile-app-design

The work I care about most

I've spent 10+ years doing the design work that actually moves things forward: the workflows nobody mapped, the systems that needed rebuilding, the products that needed to grow. At Milk Stork, I'm the only designer in the room, so I don't just design the interface, I own the outcome.

I partner closely with product and engineering, care deeply about outcomes over output, and like things clean, intentional, and organized, in work and in life.

Tools & Platforms

01

Full ownership

Sole designer across product, brand, and ecommerce, not one lane of a larger team.

02

Growth-minded

I design for the metric, not just the screen: conversion, retention, and activation.

Claude
Figma AI
Figma
FigJam
Adobe Suite
Squarespace
HTML/CSS
GA4
MS Clarity
Mix Panel

03

Systems thinking

Sole designer across product, brand, and ecommerce, not one lane of a larger team.

04

Startup-ready

Comfortable with ambiguity, lean teams, and being the only design voice in the room.