Hi! I’m Fatimah Yasin.

I’m a senior product designer focused on product narratives and the systems behind them. I’ve spent the last 7+ years creating multi-platform experiences across a range of industries, from an early AI assistant for Pryon and immersive AR experiences for beauty brands to flagship e-commerce for T-Mobile.

More recently, I was the founding designer at Obenan, an AI-powered SaaS platform, where I designed a 0-to-1 lead-gen tool to drive growth and replaced a 45-minute onboarding walkthrough with a self-serve flow. At KITS, I redesigned the AI Optician into a guided buying experience where AI helps shoppers the way an in-store optician would.

I’ve worked in large agile teams as well as lean startups, collaboratively designing and testing user flows, wireframes, and prototypes from concept to execution.

I’m passionate about design! I love telling stories that resonate with people, and my varied experience lets me connect ideas across industries. In my spare time, I create cartoons and occasionally moonlight as a stand-up comedian.

Cross-Sector Leadership

Kicking off my career at Milkinside, a San Francisco-based agency, I rapidly accumulated a wealth of experience at an accelerated pace. Since then, I’ve designed at agencies like Huge, Metajive, and Propane, led design as the founding designer at Obenan, and partnered with companies like KITS and Lead Bank through my independent practice. Along the way, I’ve mentored designers across a multitude of projects, each with its unique demands, making me well-equipped to tackle diverse product problems with a seasoned approach.

Balanced Design

In my practice, I've excelled at juggling specialized focus and adaptability across diverse projects—from AI-powered systems to deeply immersive experiences and broad digital platforms. The lens I bring to each project is informed by systems thinking and a nuanced understanding of both user behaviour and design principles, allowing me to harmonize aesthetics with utility.

Emotional Resonance

My philosophy in design brings together business objectives and user goals through the art of emotional storytelling. I believe in a research-driven and empathetic approach that connects with users on a deeper emotional level, making the experience more meaningful and impactful.