Hi, I'm Wale.
Design Systems Lead & Senior Product Designer

I'm based in London, designing for global brands across telecoms, fintech, e-commerce and travel. Most of my recent work lives in design systems — token-driven, multi-brand platforms where consistency and speed matter as much as craft.

At DragonPass, I designed and led Atom, a system that themes an entire product for any partner brand and cut the channel launch effort by 89%. Before that: Vodafone's global Identity template (45% lower dev cost), Virgin Media O2's Multisave journey, Floward's purchase experience (2× add-on uptake), and Samsung UK's retail UX.

I work across strategy and execution, token architecture, governance, adoption, and the end-to-end UX that proves the system works — in close collaboration with engineering and product.

Off the canvas, I build free tools for designers, including the Changelog Tracker plugin, live in the Figma Community.

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Recent Roles & Achievements

Dragonpass

Design System Lead

Led scalable, accessible multi-brand design system rollout across brands, enabling peak dev/design synergy

Floward

Senior Product Designer

Redesigned purchase & onboarding journeys: doubled add-on uptake, increased AOV, slashed drop-off

Virgin Media O2

Senior UX/UI Designer

Enhanced customer conversion for Multisave discounts, streamlined complex purchase flows

Vodafone

Senior UX/UI Designer

Created global Identity template, cut dev/maintenance costs by 45%, enabled revenue and market expansion

Bottomline Tech

Senior UX Designer

Shipped B2B/B2C SaaS, streamlined client onboarding through white-label/payments solutions

What I'm into right now

AI tools

Minimal interfaces

Street photography

Design systems

Long walks

Ambient music

Interior design

The values behind my work

Courage

I take initiative, explore new ideas, and make decisions even when the path isn’t clear.

Honesty

I communicate openly, give feedback, and focus on what truly matters for the outcome.

Adaptability

I stay flexible, learn quickly, and adjust to challenges without losing direction or focus.

Teamwork

I love collaborating, ownership, and believe the best results come from teamwork.

Services and Capabilities

01

UI Design

Proficient in creating visually appealing and user-friendly interfaces that enhance the overall user experience. Skilled in utilizing design principles, typography, color theory, and visual hierarchy to craft intuitive layouts for websites and applications. Experienced in Figma, Sketch, Adobe XD and other industry-standard design tools to prototype and iterate designs effectively.

02

UX Design

Expertise in understanding user behaviors, needs, and motivations to design seamless and intuitive digital experiences. Proficient in conducting user research, creating user personas, and mapping user journeys to inform the design process. Skilled in wireframing, prototyping, and conducting usability testing to iteratively improve products. Familiar with design thinking methodologies and collaborative problem-solving approaches to deliver user-centric solutions.

03

No-Code Development

Proficient in leveraging no-code platforms and tools to build fully functional websites without writing traditional code. Skilled in using visual interfaces and drag-and-drop functionalities to design, develop, and deploy web applications rapidly. Experienced in platforms like Wordpress, Framer and Webflow to create custom workflows, automate processes, and integrate with various third-party services. Capable of delivering scalable solutions with minimal technical overhead.

01

UI Design

Proficient in creating visually appealing and user-friendly interfaces that enhance the overall user experience. Skilled in utilizing design principles, typography, color theory, and visual hierarchy to craft intuitive layouts for websites and applications. Experienced in Figma, Sketch, Adobe XD and other industry-standard design tools to prototype and iterate designs effectively.

02

UX Design

Expertise in understanding user behaviors, needs, and motivations to design seamless and intuitive digital experiences. Proficient in conducting user research, creating user personas, and mapping user journeys to inform the design process. Skilled in wireframing, prototyping, and conducting usability testing to iteratively improve products. Familiar with design thinking methodologies and collaborative problem-solving approaches to deliver user-centric solutions.

03

No-Code Development

Proficient in leveraging no-code platforms and tools to build fully functional websites without writing traditional code. Skilled in using visual interfaces and drag-and-drop functionalities to design, develop, and deploy web applications rapidly. Experienced in platforms like Wordpress, Framer and Webflow to create custom workflows, automate processes, and integrate with various third-party services. Capable of delivering scalable solutions with minimal technical overhead.