London --:--

Senior Product Designer.
I design digital products end to end.

10+ years across fintech, health tech and SaaS.
Design systems and agentic workflows.

Available now for Senior and Lead Product Designer roles · London, hybrid

I'm Iza, a product designer with 10+ years of experience across fintech, SaaS and health tech. My background spans visual design and product, so I move easily between aesthetics, visual communication and functionality — taking a holistic, balanced approach.

I'm a self-starter. I love building from zero, setting up systems that scale, and working closely with founders, CPOs and teams.

I build agentic workflows into my own practice.

I believe good products are efficient, effective and easy to use — and beautiful.

End-to-end product ownership

I own the full user journey, from understanding the initial problem to delivering ready-to-build solutions.
I bring research, structure, interaction and detail together into one cohesive experience.
I see design as a system where every part needs to work together.

Design systems

I think in systems and enjoy crafting pixel-perfect components that work well together and help products scale.
Consistency, scalability and clarity matter to me. Whether I'm contributing to an existing design system or refining its patterns, the best systems are flexible and grow with the brand.
In a recent contract, I built the token architecture for a custom brand nested inside a multi-level system used across three linked brands. A Claude-in-Figma workflow let me test naming and hierarchy options before committing, so decisions held up across all three instead of breaking downstream.

Agentic workflows

I design flows that simulate real product behaviour, so teams can test assumptions, validate interactions and find edge cases before development.
I work extensively in Figma, using a custom Claude-in-Figma workflow and Figma Make to explore variations, iterate faster and refine user flows.
I use AI to speed up exploration and production. The judgement stays mine.

Cross-functional collaboration

I believe strong products are built through close collaboration.
I work with product and engineering from the start, aligning on constraints, priorities and technical feasibility while there is still time to act on them.
I value clear communication, constructive critique and iteration grounded in real user feedback.

Working with founders and senior stakeholders

I've spent most of my career as the sole or founding designer, reporting directly to founders, CPOs and CEOs. I'm comfortable presenting design decisions to non-designers, translating business goals into product direction, and making the case for design trade-offs to the people who own the roadmap. I ask what the business needs before I open Figma, and I bring stakeholders along through the process rather than presenting finished work at the end.

User testing

I treat user testing as a decision-making tool. On emoteCare I ran moderated usability testing with 50 participants across onboarding, profiles and booking, and used what I saw to remove friction before launch.
I choose the method based on the problem: moderated sessions for complex workflows, lightweight prototype tests to validate interactions, or quick feedback loops to compare directions.
I focus on behaviour over opinion and turn findings into clear, actionable improvements. Testing, for me, is about reducing uncertainty and making sure we're solving the right problem.

Selected work

Every project shipped to production.

emoteCare · Improving therapist discovery for higher conversion →End-to-end product design Deck · Turning raw data into clear insights →0–1 brand and product WInvest · Helping people build financial confidence with AI →0–1 mobile product design

When I'm not designing, you'll likely find me by the seafront
or practising yoga. Thank you for looking around.