Product design & research
Simpler for users.
Stronger for business.
I’m Nina, a design leader, coach, and builder who turns complexity into clarity for users, and clarity into results for the business. 16+ years, 7 sectors, 4 countries — now based in Dubai.
Experience
2011 — nowDirected design and research across every B2C and B2B surface, scaling a team of up to 20. Redesigned consumer discovery on Web, iOS and Android (NPS +17, 4.7 App Store rating, +1.0pp search conversion, ~300K leads a year), launched AI conversational search to 80% of mobile users and unified four design systems into one. Enhanced the B2B platform’s core tools, lifting satisfaction to a UAE-record 80% and cutting the top support-ticket driver by 70%. Cut time-to-first-value from 8 to 5 days with self-service onboarding. Directed design for two new business lines: Fractional Investments and Rent Now, Pay Monthly.
Led design for mid-size and enterprise clients across energy, retail, healthcare, government and justice reform. Redesigned products for major Canadian retailers to lift conversion, took a provincial ministry’s services from 12% to 100% online, shipped a health insurer’s mobile portal rated 4.7/5 across 30,000+ reviews, and helped upskill 14,000+ professionals through Deloitte Canada’s Generative AI Lab. Contributed to $15M+ in team sales and led culture initiatives that lifted the sense of belonging to 93%, the highest of any craft group.
Led end-to-end design of a SaaS marketplace making content production more affordable, using prototypes to win talent, creative and production partners.
Led design of patient- and provider-centred tools that improved care and reduced risk: a patient-oriented discharge summary now used in 20+ hospitals nationally (Ontario Minister’s Medal Honor Roll), and a point-of-care stroke-prevention app for clinicians rated 5/5.
Designed integrated brand campaigns and digital experiences for consumer clients, from concept and art direction through production.
Selected work
- 01 · Proptech · Property Finder
Property search, revamped
NPS +17, a 4.7 App Store rating, and +1.0pp search conversion (~300K leads a year).
- 02 · Proptech · Property Finder
AI conversational search
A more natural way to search, launched to 80% of mobile users.
03 · Proptech · Fintech · Property FinderRent now, pay monthly
25.6% start-to-qualified conversion in its first month of launch.
- 04 · Luxury retail · Holt Renfrew
Product page, revamped
Personalized and conversion-led product page for Canada’s luxury retailer.
- 05 · E-commerce · GoodLife Fitness
Purchase flow, revamped
Refreshed e-commerce experience for Canada’s largest fitness club.
- 06 · Justice reform · Chan Zuckerberg Initiative
Bail fund app
Simplified CRM holding records for 2.3M incarcerated Americans and 100M defendants.
Sectors I’ve designed for
- Proptech
- Fintech
- Healthcare
- Government
- Retail
- Luxury
- Energy
- Justice reform
About
Turning ambiguity into teams, products and outcomes that scale.
I’m a design leader, coach, and builder who scales teams through user-centered design, research and AI-driven product strategy — for start-ups and enterprises across North America and the Middle East.
From research to large-scale delivery, I turn strategy into shipped work: new revenue lines, unified design systems and double-digit gains in satisfaction and retention. I ship AI-powered products, and use AI to scale what teams can do without lowering the bar on craft.
Sixteen years of design leadership. Toronto, New York, Dubai, Beirut.
Education
Speaking & writing
Certifications
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