About

The longer version

I'm Asim, a product designer based in London. I have a master's in computer science from Anglia Ruskin (distinction, with a thesis on generative AI), so I tend to think in systems, not just screens.

Over four years I've shipped products across fintech, healthtech, edtech, social procurement and consumer services. The industry changes but the job doesn't: take something complex, make it feel obvious, ship it and measure it.

Most recently I was the product designer at MENA Capital, where I designed a post-trade platform from zero. Before that I worked at SaveInGold (gold savings), Catchment, which used to be SocialPro (social procurement), and WPBrigade (WordPress plugins).

Location: London, UK. Open to worldwide roles.
UK sponsorship required after February 2027.
Education: MSc Computer Science, Anglia Ruskin, 2024
BSc Computer Science, University of Gujrat, 2021
Toolkit: FigmaFramerMiroNotionHTML/CSSCursorClaude
CV: Download résumé ↓

A moment I'm proud of

In 2021, I walked into my first design role and found the team designing in Photoshop.

PSDs everywhere. Flat files passed between designers and developers with no shared source of truth. Figma was already well established, but the company hadn't made the switch.

I didn't just suggest Figma. I got the stakeholders on board by showing them how much faster and more collaborative the workflow could be for designing UIs, building components and handing off to engineering. Then I did the hard part: migrating every existing PSD into Figma, file by file, and onboarding the whole team onto a new way of working.

By the time I left WPBrigade three years later, Photoshop was gone from the design workflow entirely. The team worked in a proper design system with tokens, variants and auto layout, and handoff time had dropped 40%.

It taught me something I still carry: the best design work isn't always on screen. Sometimes it's changing how a team works.

Process

How I work

Talk to real people first

I start with user interviews and stakeholder sessions, not assumptions. Before I open Figma I want to know what's broken, what's confusing and what people actually need.

Sketch fast, decide slow

Low-fidelity wireframes and flows come first. I explore several directions, share early and drop ideas that don't hold up. The best answer is rarely the first one.

Stay with it until it ships

High-fidelity screens, components and specs engineers can build from. I stay involved through development, because the work isn't done until it's live and measured.

Community

FAUX meetups

I'm a co-partner at FAUX, a community for designers in London. Each month I help find a venue, bring people in and keep the evening going. Between events we plan side quests and try new formats to get more designers through the door.

Testimonials

Kind words

"From day one, Asim brought a sharp eye for detail, creativity, and a genuine commitment to building user-friendly experiences. I'd recommend him to any organisation looking for a thoughtful and dependable designer."

Taylor Jenkins, Co-Founder, SocialPro

"Asim has extensive experience in designing products with pixel-perfect, user-friendly experiences that make any product unique and compelling in the market. He's highly recommended for all kinds of digital product design."

Mr. Tayyab Mughal, AI Agentic Engineer & Technical Consultant