UX Strategy · Design Systems · Conversion & Growth · SaaS · B2B + B2CI turn the messy,
complex, and overlooked
into design that works.
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
Milk Stork • Reporting & Admin Dashboard
Designed the full employer reporting platform — analytics dashboard, e-commerce shop, and shipping workflows for Fortune 500 HR teams.
Insurify • Smarter insurance decisions
The carrier card showed a logo and one number. I turned it into a structured evaluation experience with rating breakdowns, an AI-generated sentiment summary, and a Pros/Cons editorial layer — reducing bounce by 41%.
MedLocker • Medical Device Management
Designed a life-safety dashboard for clinical teams to have real-time visibility into stock levels, expiration risk, and incident reporting for emergency medical equipment.
BeFunky • Nebula Design System
As sole designer, unified 3 independent editors into one design system, reducing cross-editor friction for 10M+ monthly active users across web, iOS, and Android
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