I'm Anas — a senior UX designer with 10+ years of experience turning complex problems into elegant, intuitive digital products.
Currently based in
Toronto, Ontario 🍁With over a decade in UX design, I've led design initiatives for e-commerce, media, education, and SaaS platforms — bridging the gap between user needs and business goals.
I specialize in end-to-end product design: from discovery and research through interaction design, prototyping, and implementation oversight. I've managed cross-functional teams and delivered measurable outcomes across industries.
Beyond pixels, I bring team leadership, client management, and a deep understanding of front-end constraints to every engagement. Twice awarded Best Team Lead of the Quarter for building collaborative, high-performing design cultures.
Design one white-label insurance app that can be fully rebranded for multiple partner organisations — each with distinct visual identities — without duplicating the component library or rebuilding screens for every brand. The complexity lived in managing Figma Modes, Variables, design system governance, and per-partner branches from a single source of truth.
Gathered brand guidelines from all partners, mapped every visual decision to a design token, and built a token taxonomy flexible enough to accommodate any brand's values without breaking the system.
Built the complete component library and insurance app screens in Figma using only token-referenced values. This parent became the single source of truth — no hardcoded colours, radii, or type styles anywhere.
Created a dedicated Variable Mode for each partner brand. Switching the mode on any frame instantly re-skins the entire design to that brand's identity — zero manual rework, full fidelity.
Created a Figma branch for each partner from the parent file. Branches inherit all screens and components, with each brand's mode applied. Partner-specific overrides live only in their branch, staying in sync when the parent updates.
Interviews, usability tests, surveys, card sorting, journey mapping
Wireframes, flows, prototypes, micro-interactions, responsive design
Design systems, branding, typography, layout, Figma, Illustrator
HTML, CSS, JS, Tailwind, SASS, Shopify Liquid, WordPress
Analytics review, A/B testing, FullStory, heatmaps, conversion design
Design systems management, documentation, cross-team collaboration
Mentoring, client management, sprint planning, design reviews
Shopify, conversion optimization, email design, Klaviyo integration
Awarded twice for exceptional team management, mentorship, and delivery excellence.
E-commerce redesign for Bened Life resulted in a 160% revenue increase within 3 months of launch.
Post-launch satisfaction score on the FinTrack dashboard redesign across 8,000+ enterprise users.
Consistent delivery across e-commerce, SaaS, media, and education verticals in Canada and beyond.
I'm open to senior UX roles, contract projects, and design consultations. Let's create something meaningful.
contact@anasjameel.com