EJ.C
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EJ Colina

Product designer, 9 years in design and 3 in product, focused on B2B SaaS and AI products.

Most of my work has been on teams small enough that I owned research, flows, UI, and the design system, then worked with engineers through build and design QA rather than handing off static mockups and walking away. Usually the product already exists and nobody has designed it yet: no design system, no component library, sometimes no Figma file at all. I document what's there, build the baseline, and design forward from it.

Core strengths

  • Figma (advanced): components, tokens, variants, prototyping
  • Design systems: architecture, cross-project libraries
  • High-fidelity interactive prototyping & motion comps
  • Figma → code via MCP: tokens to Shadcn, verified in Storybook
  • AI product design: agentic workflows, confidence & correction states
  • Onboarding, activation UX, monetization & retention flows
  • Design tokens with multi-brand modes across products
  • AI-assisted prototyping (Claude Code); ships to branch for engineer review

Experience

Product Designer

TimeMar 2023 – Jun 2026
EntertactB2B SaaS & AI Products

Product design practice serving B2B SaaS and AI product teams. Embedded with founding teams and engineering as sole, lead, or senior designer.

  • Role
    Lead Product Designer
    Company
    Draftsim (Turn Sideways Media)
    Time
    Mar 2026 – Apr 2026

    Full product redesign of a live app, delivered in two weeks to a set launch deadline for new Magic the Gathering Pack. Design tokens exported as CSS/JSON into the production React and Tailwind codebase.

  • Role
    Lead Product Designer
    Company
    RelationCoach
    Time
    Jun 2025 – Nov 2025

    Designed an AI coaching platform from discovery through shipped UI, including assessment flows and interactive exercises. Landing page redesign delivered a 7% conversion rate increase confirmed.

  • Role
    Product Designer
    Company
    Tenfold
    Time
    Dec 2024 – Aug 2025

    Advised an 80% scope reduction, pivoting an unfocused DevOps simulator into a focused load-testing product, then designed the full proof of concept, delivered as the investor pitch asset.

  • Role
    Lead Product Designer
    Company
    MetricWorks
    Time
    Jun 2024 – Jul 2025

    Worked as Lead Designer in charge of rebuilding the full product UI across Data Management, Synthetic Control, Experiments, Monitor, and Marketplace for a marketing intelligence platform serving Blizzard, Kabam, Nexon, and FunPlus. Partnered with the founding team and engineering to ship each surface. Platform still in operation with Adways.

  • Role
    Lead UX/UI Designer
    Company
    Atlas Agent
    Time
    May 2024 – Aug 2025

    Led 3 designers to ship an AI real estate coordination platform with no prior design foundation. Built the design system first so three people could work in parallel, then shipped the product. Launched and acquired paying clients.

  • Role
    Product Designer
    Company
    HeyBTW
    Time
    Jun 2025 – Nov 2025

    Brand identity, landing page, and pre-seed pitch deck for a B2B event coordination platform, then updated product components to match the new visual language on Shadcn with semantic tokens. Live at heybtw.com.

  • Role
    Brand & Lead Product Designer
    Company
    Scuti Rewards
    Time
    Sep 2023 – Apr 2024

    Led the design team through a full rebrand, mobile app design, and website redesign for a rewards marketplace platform. Designed the end-to-end shopping experience across onboarding, checkout, rewards and wallet, and built the design system covering color, typography, components, icons and interactive states. Delivered the brand and pitch materials used in the company's Series A raise. Directed two contract designers and a motion designer.

Design Mentor

TimeJun 2024 – Dec 2024
Indie Game AcademyContract

Mentored designers on Figma prototyping, interface composition and case study structure.

UI Designer

TimeDec 2023 – Apr 2025
WOT StudiosPart time

Designed UI components for editor-side tools and in-game interfaces ensuring consistent behavior across devices.

Creative Director

TimeFeb 2022 – Oct 2023
Better Sourcing WorldwideFull time

Owned toy product design end to end for licensed and owned brands, including Little Tikes and SquishSquash: concept, character illustration, packaging, cut and measurement specs, and production handoff to manufacturing. Built the buyer pitch presentations used to sell lines into Walmart, Target, HEB, Walgreens, Dollar Tree, Family Dollar and Bass Pro, with several concepts selected and produced. Coordinated between the LATAM design team and China manufacturing as the bilingual bridge across both.

Product Designer, Brand & Growth

TimeOct 2021 – Jul 2022
LegalInsidePart time

Owned go-to-market strategy and brand design; used analytics to allocate ad spend and prioritize product features.

Creative Director

Time2020 – 2022
Jecographics StudioFull time

Ran a design studio serving 14 clients across Ecuador, Spain, Peru, Saudi Arabia and the US, in legal, dental, construction, medical equipment, retail and education. Started with a former employer as the first retained client. Delivered brand systems, websites and campaigns on monthly retainers. Managed a team of four plus contract photography, and ran client acquisition through paid social, referrals and inbound.

Brand & Web Designer

Time2019 – 2020
iShopping EcuadorFull time

Owned brand, web and campaign design for an Apple accessories retailer. Built and maintained the company site on WordPress, ran social and paid campaigns, and produced all brand and retail assets.

Campaign & Motion Designer

TimeMay 2017 – Nov 2018
MDN AdvertisingFull time

Produced visual and motion assets for paid social campaigns across multiple client accounts, working to brand and performance specs.

Education

Universidad del Zulia

Time2015 – 2018
Design

Languages

  • EnglishFluent/Professional
  • SpanishNative

Tools

  • Figma
  • Notion
  • Miro
  • Adobe Suite
  • Claude Code
  • Shadcn
  • Storybook