I turn the messy,
complex, and overlooked
into design that works.
UX Strategy · Design Systems · Conversion & Growth · SaaS · B2B + B2C
10+ years across SaaS, growth, and enterprise. I ship fast and always connect design to outcomes that matter.
Selected work
SaaS · Healthtech · Design systems · Growth
HR Benefits SaaS · Dashboard · Systems
Milk Stork • Admin & Reporting Dashboard
Designed across the full Milk Stork platform — admin dashboard, e-commerce shop, shipping workflows, and HR benefits tools serving Fortune 500 employers.
Insurify • Smarter insurance decisions
Redesigned carrier comparison UI to improve trust and decision-making.
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BeFunky • Nebula Design System
Built a token-based design system across 3 SaaS web products — 5 major launches, 20% faster design iteration.
View case study →
MedLocker • Medical Device Management
Designed an urgent restock dashboard and incident reporting system for medical device SaaS — helping clinical teams manage critical equipment in real time.
View case study →
Designing with heart and a little help from AI
I'm Rouli. I've spent 10+ years doing the design work that actually moves things forward, the complex workflows nobody mapped, the systems that needed rebuilding, the products that needed to grow. I work best where there's a real problem to solve.
I partner closely with product and engineering, care deeply about outcomes, and bring AI into my workflow every day to ship faster without cutting corners.
When I'm not designing, I'm probably organizing something, tending to my garden, or deep in research for my next big idea. I like things clean, intentional, and a little unexpected, in work and in life.
Tools
How I use AI in my workflow
Claude — UX writing, microcopy, error states, content strategy, and synthesizing user research into actionable insights
Figma AI — rapid layout exploration, auto-layout suggestions, and component generation for early-stage design
Together — AI handles the repetitive work so I can focus on the decisions that actually matter