AEproduct designer
+ builder

HELLO, I’M ABEL ENDESHAW.

Senior product designer with a builder's brain—working across SaaS, service workflows, mobile products, and the systems behind them.

Clarity that
people feel.

SEE THE WORKscroll to unfold ↓
01 / SELECTED WORK

This is how I
polish the internet.

01 / 03SaaS HR platform · end-to-end redesignview live

Selamnew Workspace

One shared product language across people, planning, pay, feedback, CRM, and onboarding.

+40%engagement
+200users / month
+30%satisfaction
same pattern everywhere30+ screens
01

Challenge

The platform had expanded faster than its interface. Core modules behaved like separate products, patterns drifted, and every new workflow increased cognitive and visual debt.

02

Approach

I redesigned the critical workflows, simplified the information architecture, and rebuilt the system across 30+ screens with Figma variables, reusable components, responsive states, accessibility guidance, and handoff documentation.

03

Outcome

The redesign increased engagement by 40%, brought in 200 new users in one month, lifted the landing page by 20%, and improved satisfaction by 30%.

02 / 03B2B support · service and workflow designview live

AI Service Desk

A support flow where every request keeps its project, owner, priority, status, and history.

+20%support engagement
AIassisted prototyping
1→Nmulti-project logic
CLIENTREQUESTOWNERPROJECTSTATUSRESOLVEcontext stays attached
01

Challenge

Clients and internal teams were managing support across multiple projects without a reliable shared model for context, ownership, status, and resolution.

02

Approach

I mapped the service journey, defined roles and request states, designed both client and internal experiences, and used AI-assisted prototypes to test the operating model early.

03

Outcome

The clearer workflow increased client support engagement by 20% and gave the business a scalable structure for multi-project support.

03 / 03Community product · designed and builtview live

Churchme Polling

A complete polling flow—from the person creating it to the person answering on a tiny screen.

+10%engagement
LIVEshipped product
FCFnotification automation
New poll
Results
76%
●
01

Challenge

Operators needed a quick creation flow while community members needed a frictionless experience that handled loading, empty, closed, and completed states across devices.

02

Approach

I designed the operator and participant journeys, built the responsive interface, handled edge cases, and created Firebase Cloud Functions for reliable notifications.

03

Outcome

The shipped feature increased engagement by 10% and made communication around community activities more dependable.

02 / HOW I THINK

A good interface
changes perspective.

01

LISTEN

Find the real problem behind the requested screen.

02

UNTANGLE

Map people, jobs, states, constraints, and awkward edge cases.

03

MAKE

Prototype the simplest believable version and put it in front of people.

04

SYSTEMIZE

Turn the answer into reusable language—not a one-off composition.

05

SHIP

Stay close enough to implementation that the idea survives production.

03 / EXPERIENCE

Somewhere between
pixels and production.

Complex SaaS, CRM, service tooling, onboarding, dashboards, and the design system tying them together.

I MOVE BETWEENTHINKING
& MAKING
04 / SAY HELLOAVAILABLE FOR PRODUCT DESIGN WORK

Have a complicated product problem?

LET’S MAKE
SOMETHING
ORBITAL.

START A CONVERSATION ↗
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