Audit and Problem Definition
Break the problem into phases so we understand every part of it.
Efrain (EJ) Colina
Product Designer
9 years designing digital products, 3+ with a heavy focus on B2B SaaS platforms. Building from zero with founders and engineers, from complex systems to polished, modern interfaces.
Atlas Agent
See caseLeadership - Systems - AI - SaaS
Building and leading an AI transaction coordinator for realtors during the closing process
MetricWorks
See caseSaaS - Brand - Configurations
Restructuring an MMM infrastructure-as-a-service platform
Rival
See caseAI - Research Tooling - Design Tokens - Design System
A benchmarking tool that runs UX research and analysis, and builds screens in minutes to speed up the UX research phase
TranscendsAI
See caseBrand - Product Positioning - AI - SaaS
Brand positioning and design for a self-hosted MMP platform
Draftsim
See caseSimulator - UI - Brand - Design System
Rebuilding a Magic: The Gathering drafting simulator in two weeks
I work in experiment-driven cycles to validate products early.
Research and Benchmarking
Research how the problem can be solved: who has already solved it, and how.
Information Architecture
Map the UX, the information architecture, and the tech stack we'll use.
Approach / Hypothesis
Use the research to form a hypothesis, then design the flows to test in Figma or directly in code.
Build / Prototype
Design one to three screens in Figma, connect Figma to Claude Code over MCP, and build them there.
Test and Iterate
Run a usability test with four to five people, then decide next steps from what I observed and the feedback form.
I take product ideas and make them real
Most of my work is 0-to-1: taking a capability the team can build and turning it into a product surface people trust, then building the design system that keeps it consistent as it grows.
“Efrain is one of the best, most reliable, trustworthy, hardworking, humble, intelligent, and experienced people I have ever worked with.”
Founder & CEO at TranscendsAI