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Who am I, in 24 seconds

Toronto, CA

Salimeh, Product & Growth Designer

Nice to meet you!

I design clear experiences & measurable results. I go deep with empathy.

Based in Toronto, I work across research, UX/UI, and growth to help B2B and consumer teams close the gap between what their product does and what their users actually understand, from global SaaS platforms to scrappy freelance sprints.

Taste is something I own, grounded in training and research, not preference. I use it to make the judgment call, while AI helps me open up more doors along the way.

My work and personal life run on the same current:

  • 01 Stay curious
  • 02 Stay close to the data
  • 03 Keep iterating

Guiding philosophy

Principles behind every project

01

Empathetic Design Thinking

At the heart of my design process is a deep commitment to empathy. By thoroughly understanding user perspectives, I craft solutions that genuinely connect — using strategic methods to advance projects and make data-informed design decisions.

  • —Gathering in-depth user insights through comprehensive research
  • —Developing user personas and journey maps
  • —Organizing team activities to build empathy and understanding
  • —Regularly assessing design choices against user requirements
02

Iterative Design Process

My design process is iterative. I constantly refine solutions using new insights and feedback — a method that effectively reduces risk and enhances the product over time.

  • —Quick prototype and test cycles
  • —Practical "try and improve" approach
  • —Using data to guide design choices
  • —Seeing every result as a chance to get better
03

Collaborative Innovation Practice

I thrive on collaborative innovation. My team spirit and curious mindset help me adapt to changing needs, encouraging diverse viewpoints and cross-departmental teamwork so ideas can grow.

  • —Understanding how different elements interact
  • —Weighing how decisions play out long-term
  • —Teaming up with people from different fields
  • —Matching user needs with business goals and technical limits
04

Holistic Systems Thinking

I tackle design challenges from a systems perspective, considering the broader context and interconnections. This holistic view helps create more sustainable and impactful solutions.

  • —Mapping how touchpoints, teams and systems connect
  • —Weighing the long-run impact of design decisions
  • —Partnering across disciplines to see the full picture
  • —Balancing sustainability with immediate business needs

Services / Capabilities

What I bring to a project

UX/UI Design Design Thinking / Service Design Growth Design / Jobs-to-be-Done Workshops / Facilitation UX Research Usability Testing / User Interviews / Ethnography Wireframing & Prototyping Heuristic Evaluation / Competitive Analysis Conversion Rate Optimization (CRO)

Experience

Where I've worked

Clever Digital Marketing

Senior UX/UI Designer | Design Lead

Toronto, ON (Remote/Hybrid) · Apr 2025 – Jul 2026

Clever Digital Marketing is a performance-marketing partner to large-scale home improvement companies, delivering outcome-driven paid advertising and conversion strategy; the team has partnered with 50+ companies across the USA and Canada to generate $250M+ in client revenue. As the founding designer, I built CDM's very first design system and partnered with the lead engineer to establish a design and hand-off process.

  • →Strategized and developed an AI design process that improved production time from 3 weeks to 3 to 5 days
  • →Enhanced the speed and quality of our landing page designs by developing a design system called Prompt Kit, for AI agents to read and use for designing inside Figma; each component was designed after running deep user research and considering customers' hesitations and goals
  • →Designed CDM's first landing page and its thank-you-page pattern, which became the company's top-converting design company-wide, achieving a 32% lead-gen lift within a month, still the standard today

Achievers

CRO UX/UI Web Designer | UX Lead

Jan 2023 – Feb 2024

Conducting research, user testing, ideation, wireframes and high-fidelity experiences for iOS, Android and Web — collaborating closely with engineers, product managers and stakeholders to design data-driven, human-centric experiences. Co-strategist of the design and communication of the Achievers website within the marketing team, and UX lead for a global SaaS employee engagement platform.

  • →Enhanced the website usability of a $100M B2B SaaS firm by restructuring the top navigation's information architecture
  • →Increased user comprehension with a user-focused content strategy tailored to Achievers' target audience
  • →Improved qualified-lead conversion by redesigning landing pages, forms, and running usability testing
  • →Increased user engagement and cross-departmental collaboration by adding an expert-finding feature to the Recognition platform

Freelance

Product Designer — Select Clients

Mar 2020 – Jan 2023

Lightspeed — Dec 2022–Jan 2023 · Ecommerce

Enhanced mobile features for a loyalty points app, by consolidating loyalty points and coupons from multiple stores into a single QR-based flow; 85% of testers said they would recommend the app.

RCA Records — Apr–May 2022 · Entertainment

Led the design of a musician website for RCA Records in an Agile, cross-functional setting. Conducted competitive analysis and qualitative research to uncover user desires, pain points and frictions. Built user journey maps, sitemaps, wireframes, and a high-fidelity prototype. Then enhanced the engagement through a second round of user testing after adding personalized video content.

H8S Coffee Shop — Jun–Jul 2022 · Retail

Interviewed stakeholders — owners, baristas, customers — to surface root causes of business pain points and design a mobile-first site.

Avocademy — Aug–Sep 2022 · Web3/NFT

Built a solution to simplify Web3 jargon and address uncertainty around cryptocurrencies by designing an application for Avocademy. Ran a full Design Sprint for NFT-marketplace users, ran quantitative research and iterated through usability testing to increase task success rate.

Repurpose House

Digital Marketing Specialist

Oct 2019 – Jan 2020

Worked with an ambitious team of female entrepreneurs, curating content from blogs, podcasts, videos and customer testimonials for LinkedIn, Facebook, Instagram and Twitter — writing long- and short-form copy with clear calls to action.

Behavioural Design Academy

UX | Digital Marketing Specialist — AlterSpark

May – Sep 2019

  • →Received training in UX and user psychology from the founder, who was a UX consultant
  • →Performed a UX audit of a Government of Dubai education portal for expatriates, evaluating brand consistency, content clarity, and accessibility, and delivered recommendations that improved the portal's usability
  • →Applied UX principles to Google Ads campaigns and landing pages, improving clarity and conversion-focused structure for paid acquisition traffic
  • →Curated and wrote long- and short-form content across LinkedIn, Facebook, Instagram, and Twitter for a team of entrepreneurs
  • →Helped build a marketing strategy that increased audience awareness through user psychology, copywriting, keywords, SEO and Google Ads — auditing client sites for SEO, brand consistency, mobile usability, accessibility and tone of voice

Toolkit

Tools I reach for

Figma

Collaborative UI design tool

Asana

Project & task management platform

Wrike

Project management platform

Notion

All-in-one workspace for notes & tasks

Slack

Messaging & collaboration tool

Miro

Online collaborative whiteboard

Canva

Presentation & design platform

CrazyEgg

Website heatmap & analytics tool

Usertesting

Remote user testing platform

Framer

Design beautiful responsive sites

Webflow

Build, launch & optimize your site

Adobe Suite

Creative software collection

Zoom

Video conferencing platform

Unbounce

A/B testing & CRO page development

Claude Code

AI assistant for design & development

Antigravity

Integrated Development Environment

Visual Studio Code

Integrated Development Environment

Figma MCP

Live connection between AI agents & Figma

FigJam

Online collaborative whiteboard

Google Docs

Collaborative document editing