Ella Rabiei
Product Design Portfolio
My designed logos for my clients' branding projects over the years and my favourite stock images.
Photo by Lindsey Tran
Hello;
My name is Ella! I am a Product Design Lead with a Master’s of Design in Industrial Design and over 15 years of experience in building variety of digital products.
To me design is like an ocean, the more I dive in, the more I discover. My design philosophy is grounded in a thorough understanding of user’s needs and a passion for creating solutions that enhance users' experiences without compromising business' goals. I believe designing a successful product is not about a polished look, but is the holistic approach the product team would take when starting to build it.
It requires a true dedication to learn about users and the business, to analyze and discover the existing or possible pain points, to understand the process and required methodologies and to find a common language between cross functional teams in order to build a successful product.
Let me walk you through some of my most recent projects;
Jan 2023-Present
CSA Digital Design System
Role: Project Lead
When I joined the CSA Group's Digital Innovation team in Jan, 2023, it was obvious the most important library was missing from the design tools, and it was the design system.
A very necessary tool to keep the consistency between all the products and speed up the design process and increase the quality of work on all projects.
So, I started the process of building the design system from the smallest but crucial components, "Buttons" and "Styles", to the most complicated ones such as "Date Picker" and " Responsive Table"; and up until today I have built over 300 components.
Spring 2024
CSA Store Training Product
Role: Project Lead
In early spring of 2024, our project began with a clear goal: to enhance user experience through customer research and insights. We discovered that users faced significant pain points, including a confusing layout and a variety of formats that made navigation difficult. by using platforms like Fullstory and Optimal Workshop, we gathered invaluable data, which guided us in addressing these challenges. Our goal was to create a more intuitive platform where users can effortlessly find their desired products.
November 2024
CSA Store Search Experience
Role: Project Lead
Shortly after launching the Training products new designs, we received a significant amount of positive feedback on the customers' experience, this prompt us to work on the all products' listing page and search experience; based on the insights from our yearly customer interviews, we learned the over all experience is difficult to navigate for users and they are confused which product is the right one for them. Our goal was to create an organized, and simple journey for the customers.
Summer 2022
Telecom Company
Home Connect Website
Role: Design Lead
When I joined this telecom company, I was assigned to design the new webpage for the newly added product, smart home connect device. The goal of this project was to make the page intuitive, attractive and easy to navigate for customers, during this project, while collaborating with PO, PMs, Dev team and user research team, I was assigned to create visuals for the web page as well. This visual was to show different functionality of this device.
Please note, due to privacy, the colours and names are altered.
Details Coming Soon
Fall 2021
University of Alberta
Graduate Studies, Campus Bridge Platform
Role: Research and Design Lead
During my collaboration with Faculty of Graduate Studies and Research, now (GPS) I was assigned to enhance the students' experience with the Campus Bridge platform. The platform has visible accessibility issues, and it lacks a specific area in the platform for students to keep the track of the Professional Development events, workshops, PD courses and their PD credits. This specifically causes confusion and uncertainty through their program and they need to contact PD team in order to get the information; Main goal was to improve the functionality and accessibility of the platform.
Details Coming Soon