Hello, I’m Abel Endeshaw.

Product owner and senior product designer with a builder’s brain. Working across SaaS, service workflows, mobile products, and the systems behind them.

Clarity that
people feel.

Made with a pen, a few wrong turns & a lot of care.

01 / SELECTED WORK

A few ideas that
made it off paper.

Rough beginnings.
Real-world impact.

field notes / 01SaaS HR platform · end-to-end redesignview live

Selamnew Workspace

One shared product language across OKR planning, employee management, compensation, feedback, and onboarding.

+40%engagement

+200users / month

+30%satisfaction

same pattern everywhere30+ screens

Read the full case study

Challenge

The platform had expanded faster than its interface. Core modules behaved like separate products, patterns drifted, and every new workflow increased cognitive and visual debt.

Approach

I redesigned configuration-heavy flows—multi-step onboarding, approval workflows, OKR management—and rebuilt the platform from scratch across 30+ screens with Figma variables, design tokens, a WCAG 2.2 AA-compliant visual language, and developer handoff documentation.

Outcome

The redesign increased engagement by 40%, grew active users by 200 in a single month, and, by streamlining complex multi-step forms, improved satisfaction by 30%. The platform serves 800+ users.

field notes / 02Responsive learning platform · interaction and conversion designview live

Flex Academy

Two learning paths, one coherent experience—from exploring content to registering, downloading and booking.

2learning paths

3action journeys

MOBILEresponsive states

same pattern everywhere30+ screens

Read the full case study

Challenge

People starting and scaling businesses need relevant learning content and intuitive ways to take action, while forms, validation and confirmations have to work across screen sizes.

Approach

I designed Starting and Scaling views, responsive page patterns, webinar and checklist registration states, and a multi-step strategy-call flow with explicit errors and confirmations.

Outcome

The design file demonstrates responsive layouts and complete intended interaction states. Conversion performance and user research outcomes require independent validation.

field notes / 02B2B support · service and workflow designview live

AI Service Desk

A support flow where every request keeps its project, owner, priority, status, and history.

B2Bclient support

AIassisted prototyping

1→Nmulti-project logic

Read the full case study

Challenge

Clients and internal teams were managing support across multiple projects without a reliable shared model for context, ownership, status, and resolution.

Approach

I mapped the service journey, defined roles and request states, designed both client and internal experiences, and used AI-assisted prototypes to test the operating model early.

Outcome

The clearer workflow gave the business a scalable structure for multi-project support.

field notes / 04AI-assisted frontend · enterprise sales workflowsview live

CRM Concept

A connected sales workspace for leads, deal progression, customers and sales targets.

AIassisted build

CRMsales workflows

UIfrontend concept

same pattern everywhere30+ screens

Read the full case study

Challenge

Sales activities become difficult to understand when records, pipeline stages and performance targets feel disconnected.

Approach

I explored a modular frontend across leads, deals, customer accounts, target tracking and configurable sales rules, using AI-assisted implementation with Next.js.

Outcome

A navigable frontend prototype with mock data and interconnected modules, not a production-backed CRM or validated revenue improvement.

field notes / 05Responsive hospitality SaaS · product storytellingview live

Base 360

One product story for bookings, guests, pricing, cleaning and upsells—designed for desktop and mobile.

WEBresponsive concept

AIproduct proposition

B2Brental operators

same pattern everywhere30+ screens

Read the full case study

Challenge

An operations-heavy rental platform needs to communicate its value without overwhelming first-time visitors.

Approach

I developed a responsive landing-page direction around a clear product proposition, supporting feature modules and a demo action.

Outcome

The concept communicates a unified rental-operations story through desktop and mobile layouts. Conversion and production outcomes remain unverified.

field notes / 03Community product · designed and built (Churchme)view live

Churchme Polling

A complete polling flow—from the person creating it to the person answering on a tiny screen.

+20%engagement

LIVEshipped product

FCFnotification automation

New poll

Results

76%

●

Challenge

Operators needed a quick creation flow while community members needed a frictionless experience that handled loading, empty, closed, and completed states across devices.

Approach

I built the end-to-end polls feature with full interaction states, edge cases, and responsive layouts—a multi-step creation flow for operators and a streamlined response view for end users—and implemented notification updates with Firebase Cloud Functions.

Outcome

The shipped feature increased user engagement by 20%, and the Firebase Cloud Functions research cut development time by 20%.

02 / HOW I THINK

There’s a method
to the scribbles.

Not always a straight line.
That’s kind of the point.

LISTEN

Find the real problem behind the requested screen.

UNTANGLE

Map people, jobs, states, constraints, and awkward edge cases.

MAKE

Prototype the simplest believable version and put it in front of people.

SYSTEMIZE

Turn the answer into reusable language—not a one-off composition.

SHIP

Stay close enough to implementation that the idea survives production.

03 / EXPERIENCE

Pages from
the journey.

A few teams.
A lot of things made.

Owning the vision, roadmap, and backlog for a cross-platform activity tracker (macOS, Windows, Linux, plus a browser extension). Delivered in one month against a one-quarter plan and cut development time by 50%.

IN THE MARGINS

A little map of my mind.

Somewhere between thinking & making.

I MOVE BETWEENTHINKING
& MAKING

PRODUCT DESIGN
UX RESEARCH
DESIGN SYSTEMS
FIGMA
PROTOTYPING
JAVASCRIPT
REACT / NEXT.JS
TAILWIND
CLAUDE CODE
AI WORKFLOWS

PRODUCT DESIGN

UX RESEARCH

DESIGN SYSTEMS

FIGMA

PROTOTYPING

JAVASCRIPT

REACT / NEXT.JS

TAILWIND

CLAUDE CODE

AI WORKFLOWS

I MOVE BETWEENTHINKING
& MAKING

04 / SAY HELLOAVAILABLE FOR PRODUCT DESIGN WORK

Got an idea in the margins?

Let’s make
something
worth making.

A blank page is a pretty good place to start.

Say hello ↗

Clarity thatpeople feel.

A few ideas thatmade it off paper.

Selamnew Workspace

Challenge

Approach

Outcome

Flex Academy

Challenge

Approach

Outcome

AI Service Desk

Challenge

Approach

Outcome

CRM Concept

Challenge

Approach

Outcome

Base 360

Challenge

Approach

Outcome

Churchme Polling

Challenge

Approach

Outcome

There’s a methodto the scribbles.

LISTEN

UNTANGLE

MAKE

SYSTEMIZE

SHIP

Pages fromthe journey.

A little map of my mind.

Let’s makesomethingworth making.

Clarity that
people feel.

A few ideas that
made it off paper.

There’s a method
to the scribbles.

Pages from
the journey.

Let’s make
something
worth making.