Abel Tegafaw

Led experience strategy and 0-to-1 product design across AI-powered learning products. Built the interaction design system for conversational AI and designed AI-powered gamified learning experiences, including for neurodivergent learners.

Led end-to-end design as the sole Product Designer across key Safaricom and M-PESA initiatives, spanning Consumer and Business Super Apps, corporate web, and Sales & Distribution platforms. Increased corporate website active users by 79.4% and contributed to significant MAU growth and conversion lifts across M-PESA journeys.

Progressed from Product Designer to Head of UX within 6 months, leading experience strategy and 0-to-1 product design across BrainBite's AI-powered learning products.

Co-led a 4-month platform redesign, identifying conversion bottlenecks through user research and delivering segment-specific journeys that increased conversion by 20%. Contributed to 50% DAU growth through redesigned lifecycle nudges and retention loops.

Delivered 4 end-to-end client projects across automotive, healthcare, and education, turning ambiguous briefs into research-led product experiences. Increased user satisfaction by 30% for a key client by redesigning critical mobile and web journeys.

Designed the end-to-end mobile experience for a storytelling product, partnering with Product and Design leadership from early product strategy and prototyping through production launch.

Designed and developed company web experiences and internal tools using Adobe XD and Vue.js, building an early foundation across UX design and front-end development.

Pursued a Bachelor of Science in Computer Science at St. Mary's University in Addis Ababa, Ethiopia.