Years designing products and systems
Available to work
AI Product Designer & Design Engineerbuilding decision-ready systems.
I’m Jesal. I care about how a product works and how it feels to the person using it. I move between the bigger system and the detail in front of me, turning ideas into experiences that feel clear and considered.
My work spans proposal software at Proposify, mobile and field experiences at MindSea, and retail and supply-chain analytics at NIQ. More recently, I worked on reporting and permissions at Clio. Through jesal.ai, I now help business owners and product teams shape clearer websites, digital products and everyday workflows.
I combine product strategy, visual systems, art direction and agent-assisted building. In my independent practice, I use voice to define goals, give context and work through strategy with connected agents—then develop that direction into designs, interactive prototypes, interfaces and working systems.
I enjoy creating shared foundations that help people and agents make coherent decisions without starting from zero. They preserve how a product should look, behave and communicate, while leaving room for exploration.
Named projects across enterprise, SaaS and mobile
Active source records preserving intent and decisions
Reusable component families carrying behavior forward
[02]Career through-line
From visual language to decision systems.
I started in communication design, learning how hierarchy, rhythm, type and image shape understanding. A Master of Design in Experience Design pulled me closer to research, services and the systems around an interface.
Product work then took me through proposal software, mobile and field products, and enterprise analytics. The challenge was rarely a lack of data. It was helping people see what mattered, trust the signal and act in time.
That is still the through-line. Today I combine product design, visual systems, business thinking and AI-assisted making to turn ambiguity into something reviewable and actionable.
- 01
Visual language
Hierarchy, type and image make meaning scannable.
- 02
Product systems
Components, states and foundations preserve intent.
- 03
Decision systems
Visible relationships help teams trust the signal and act.
[03]How I think
Find the decision.
Make the system legible.
I think visually, spatially, and in relationships. Before I polish a screen, I want to understand the decision, the system around it, and the evidence a person needs to move forward.
What it changes
Hidden relationships become visible decisions.
What it changes
The interface gains a real system to organize.
What it changes
Visual craft explains how the product works.
What it changes
The risky assumption becomes testable early.
[04]How I work
Thoughtful. Creative. Hands-on.
I move between the larger system and the interaction in front of me — organizing evidence and iterating until an idea becomes tangible and useful.
01
Start with source truth
Gather the business context, user needs, constraints and existing patterns before generating a direction.
02
Explore widely, converge deliberately
See several credible directions, then converge through explicit criteria and tradeoffs.
03
Keep judgment human
Use AI to synthesize, compare and prototype faster while retaining framing, evidence, taste and final decisions.
04
Bring people into the model
Use clear artifacts, working sessions and small review loops so teams shape the direction together.
[05]Current practice
AI changed the speed of making—not the responsibilityof deciding.
Voice is part of my design environment. Speaking helps me capture not only what an experience should do, but how it should feel—its tone, behavior, gestures and empathy.
Source files preserve context, while design and coding agents help me explore more directions. AI does not make the design for me; it lets me build the tools and comparison surfaces I need to test an idea quickly.
I use voice to turn intuition, experience and critique into structured product direction.
[06]How my mind works
I design with the waymy mind actually works.
My brain does not always move in a straight line, and I have learned to design with that instead of against it.
ADHD and dyslexic thinking shape how I notice patterns, connect distant ideas and move quickly from raw thought to something tangible. They also taught me to build systems around myself: voice notes, structured documentation, visual maps, design systems, agent workflows and decision records.
That is part of why I care so much about clarity. I know what cognitive load feels like. I design products that reduce it.
Three truths land at the same time, and none of them is the whole answer.
Signals in
Voice + feelingWhat carries weight now
Patterns + contradictionWhat does not reconcile yet
Evidence + constraintsWhat must remain true
Cross-check
HoldsFeeling vs pattern
OpenWeight vs constraint
HoldsPattern vs proof
Judgment
Direction
One direction, and I can say why the others lost.
Systems I built around myself, so this repeats on a bad day
Voice notesStructured documentationVisual mapsDesign systemsDecision records
[07]Experienceeducationcommunity
A practice shaped by products, people and systems.
Independent Product Designer
Independent practice alongside employed roles; current focus on AI-assisted workflows, product systems and prototypes.
Clio — Contract Product Designer, Reporting & Permissions
Reporting architecture, role-based permissions, edge cases and multi-product workflow consequences.
NielsenIQ (NIQ) — Senior Product Designer
Enterprise analytics and supply-chain intelligence across inventory, forecasting, performance reporting and decision workflows.
MindSea — Product Designer
Mobile and field workflows for LobTrak, with contributions to Government of Canada transit and Portal.io products.
Proposify — UI Designer
B2B SaaS across proposal creation, onboarding, pricing, approvals, signatures and account workflows.
Rediffusion Y&R — Visual Designer & Project Executive
Brand systems, typography, campaigns and deadline-driven visual communication.
[08]What I keep returning to
Invisible intelligence,
made tangible.
I’m fascinated by the intelligence we cannot see directly—frequency, vibration, sound and the signals that connect living systems. I like using geometry and interaction to make those invisible relationships tangible.
In the work, that becomes a design principle: make hidden relationships visible enough for people to understand, question and act on them.
My favourite animal is the octopus. I’m drawn to how it senses, adapts and coordinates—an organic metaphor for the multi-agent systems I like to build.
Bird watching
I study bird motion as a living system — speed, accuracy, no wasted motion. Listening to that also calms my nervous system.
Speed
0 air
Trim velocity
0Trim
Accuracy
rest
Hunt close, then miss
CloseMiss
Motion
sip
Current path
CruiseMiss
Frequency
2.8 Hz
Wingbeat
2.1 Hz3.6 Hz
Agility
0.32 s
Follow lag, not snap
LagSnap
[09]Start a conversation
Bring the complicated part.
Tell me where decisions slow down, context gets lost or the product becomes hard to trust. I can help turn it into a direction your team can review and build.