I’m Ali Salem, a Lead Product Designer based in Toronto with over 15 years of multidisciplinary design experience. My expertise spans experience design, visual design, and design systems at scale. I’m driven by a profound sense of responsibility to enable and empower others through design and technology.
I’m Ali Salem, a Toronto based multidisciplinary Product Designer and tech enthusiast. Over the past 10 years, I worked at the intersection of experience design, visual design, design strategy, and digital transformation — helping brands deliver engaging digital products across a wide array of industries. I’m always driven by a sense of responsibility towards enabling and empowering others through the power of design and technology.
In my current role as Design Systems Lead at Auth0 by Okta, I collaborate with a cross-functional team to uphold our design standards and create efficient workflows that enable high-velocity user interface delivery.
Previously, I served as the Visual Design Lead for the RIG Design System at RBC Royal Bank where I supported 700-plus designers and developers in delivering a unified digital banking experience for over 16 million customers.
Before embarking on my design systems journey, I worked at digital design and innovation agencies in Toronto, Dubai, and Cairo. I was fortunate to collaborate with renowned brands such as Entercom, Emirates, Etisalat, MasterCard, Jumeirah, Emaar, and others.
As a systems thinker, I’m constantly seeking opportunities in the design systems space to create consistent, robust experiences that truly stand out.
Dec 2019–Dec 2022 Toronto, ON
I worked with a multidisciplinary team to unify design and frontend development to drive consistency and reusability across our digital products — creating a better banking experience for RBC's 16-plus million customers.
May 2018–Feb 2019 Toronto, ON
TribalScale is a digital innovation company that creates best-in-class digital products, transforms teams, and co-creates startups. There, I worked closely with product managers, digital transformation leads, and software engineers to shape and execute design strategies for our Canadian and international clients in the media and financial sectors.
Jun 2016–Mar 2018 Dubai, UAE
Fjord is a service design company that puts design at the heart — from creating impactful strategies to shaping and building digital products. I worked with a team of 15-plus service, interaction, and visual designers on several projects for UAE’s biggest telecom provider, Etisalat. Our work covered a variety of digital touchpoints, from mobile devices to 120-plus inch touch screens. In addition, I led the efforts behind Etisalat's design system, enabling our team to create consistent experiences across all those touchpoints.
Apr 2015–May 2016 Dubai, UAE
Tigerspike is a global digital products company that provides end-to-end solutions for a wide array of well-recognized brands. I joined Tigerspike to work on a digital transformation engagement with Emirates where I led the visual interface design of their mobile apps.
Oct 2013–Apr 2015 Dubai, UAE
Formerly known as DigitasLBi, Digitas is a global design and marketing agency that is committed to helping brands better connect with people. I had the opportunity to deliver engaging products for some of the most prominent clients, such as MasterCard, Jumeirah, J&J, Emaar and others. My role was predominantly visual but also covered user research, information architecture and interaction design.
Nov 2012–Sep 2013 Dubai, UAE
Landmark Group is one of the largest retail and hospitality organizations in the Middle East, Africa and India. It was the first step of my career in Dubai as I got to work with several brands under the group’s umbrella. There, my role was split between UI design and interface front-end development. After only 5 months of working there, I joined the e-Commerce team to focus on driving new business goals through the redesign of important sections of LandmarkShops.
2006–2012 Cairo, Egypt
I started my design career in the early years of university study, where I worked on multiple freelance projects with local and international clients. Later on, I became actively involved in the Cairo start-up scene that boomed in 2011.