Toronto, ON · Available for senior roles
Farhana
Sole product designer at a luxury travel company for 3+ years — 0→1 design system, consumer platform (+30% small group bookings, +25% revenue, −35% enquiry calls, 2.6× form conversion), and an internal ops tool serving 3 teams. Now running an AI-native workflow that ships production-grade code and scales design output org-wide.
Five projects.
In production, and in progress.
End-to-end, from research to tested prototype
Two self-directed projects taken from zero — a from-scratch finance app and an accessibility-led social platform for autistic youth, both tested with real users and iterated to completion.
How I think,
before I design
Built for ambiguity
and speed
Sole product designer at Butterfield & Robinson for 3+ years — owning the full design function across a consumer booking platform and a complex internal operations tool. I built their design system from nothing using the Figma Plugin API and Claude Code. Delivered to production, iterated continuously.
Before product design, I spent seven years as an independent visual artist — work published in Vogue, Smithsonian, and National Geographic. I moved into product because the problems got more interesting: a magazine cover is read once; an operations tool is used 200 times a day by someone whose job depends on it. The editorial eye came with me — it's why my interfaces don't look like wireframes with paint on them.
Educated twice at Parsons School of Design, BFA from York University. Open to senior product design and design systems roles — Toronto-based, remote-friendly.
Currently
- Reading Kenya Hara, Designing Design — his essay on emptiness as a design principle is reshaping how I think about information density in operational tools.
- Building Building the new B&R rebrand design system, and getting ready to reskin the digital experience — website and internal products — onto the new identity.
- Thinking about How design systems change when AI writes the code — where taste and judgement still sit in the pipeline, and what becomes governance instead of craft.
Experience
Core Skills
Tools
Figma
Figma Make
Claude Code
Claude Design
PostHog
Maze
Google Stitch
Jira
Notion
