Ali Salem

A design systems leader with a Master of Design in Strategic Foresight & Innovation, shaping product experiences at scale through AI-driven workflows and thoughtful craft.

Experience

  1. League

    Lead Product Designer

    Sep 2025-Present · Toronto, ON

    League is a digital healthcare consumer experience platform powered by AI. I lead Genesis Design System for League's platform, including its server-driven UI framework. My work shapes the product experience through AI-driven design workflows that use our design system as the foundation for exploration, alignment, and delivery across design, product, and engineering.

  2. Auth0 (Acq. Okta)

    Design Systems Lead

    Jan 2023-Aug 2025 · Toronto, ON

    I led Quantum Design System work across visual foundations, theming, localization, and developer-facing tooling. I established planning practices, introduced a contribution model, and helped guide an AI-powered chat assistant for contextual product support.

  3. Royal Bank of Canada

    Visual Design Lead, RIG Design System

    Dec 2019-Dec 2022 · Toronto, ON

    I worked with a multidisciplinary team to unify design and frontend development across RBC's digital products, improving consistency and reuse for a banking platform serving 16-plus million customers.

  4. TribalScale

    Sr. Product Designer

    May 2018-Feb 2019 · Toronto, ON

    Partnered with product managers, transformation leads, and engineers to shape product strategies and launch digital experiences for media and financial-services clients in Canada and internationally.

  5. Fjord (Acq. Accenture)

    Visual Design Consultant

    Jun 2016-Mar 2018 · Dubai, UAE

    Worked with a 15-plus person team across service, interaction, and visual design on several projects for UAE’s biggest telecom provider, Etisalat. Our work covered digital touchpoints from mobile devices to 120-plus inch touch screens. I also led Etisalat's design system effort, helping the team create more consistent experiences across those surfaces.

  6. Tigerspike (Acq. Concentrix)

    Sr. UI Designer

    Apr 2015-May 2016 · Dubai, UAE

    Led visual interface design for Emirates mobile apps as part of a digital transformation engagement.

  7. Digitas

    Sr. UI/UX Designer

    Oct 2013-Apr 2015 · Dubai, UAE

    Delivered product and campaign experiences for MasterCard, Jumeirah, J&J, Emaar, and other clients. My role centered on visual and interface design and extended into user research, information architecture, and interaction design.

  8. Landmark Group

    UI/UX Designer

    Nov 2012-Sep 2013 · Dubai, UAE

    Worked across UI design and front-end development for retail and hospitality brands, then joined the e-commerce team to redesign key sections of LandmarkShops and support growth across the online shopping experience.

  9. USYTech

    UI Designer & Developer

    Apr 2012-Nov 2012 · Cairo, Egypt

    USYTech was my first full-time role after several years of freelance design during college. There, I designed and built interfaces for clients including EagleRider, one of the world's largest motorcycle tourism companies.

  10. Freelance Designer

    Freelance Designer

    2006-2012 · Cairo, Egypt

    I began designing while in university, working with local and international clients and later contributing to Cairo's growing startup community in 2011.

Education

  1. OCAD University

    Master of Design (MDes), Strategic Foresight & Innovation

    Sep 2020-Jan 2024 · Toronto, ON

    Focused on systems thinking and innovation strategy. My thesis, Component Constellations, explored the future of design systems through foresight and systems mapping.