Lead product DesignerI 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.
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.
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%.
A life-safety dashboard for clinical teams, giving real-time visibility into stock levels, expiration risk, and incident reporting for emergency medical equipment.
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.
BeFunky · From three editors to one system
"Rouli is the rare designer who can own the whole system and still sweat the pixel-level details."
— teammate
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.
01
Sole designer across product, brand, and ecommerce, not one lane of a larger team.
Full ownership
02
I design for the metric, not just the screen: conversion, retention, and activation.
Growth-minded
03
Sole designer across product, brand, and ecommerce, not one lane of a larger team.
Systems thinking
04
Startup-ready
Comfortable with ambiguity, lean teams, and being the only design voice in the room.
Tools & Platforms