Open to opportunities

Sobia Salim

@sobiasalim

Senior Product Designer delivering customer-centred fintech and enterprise experiences through research-led strategy and AI-enabled experimentation.

Australia

Message

What I'm looking for

I’m looking for a senior product design role where I can lead end-to-end design, partner in a product trio, and use experimentation and AI-enabled discovery to improve customer experience, accessibility, and business outcomes.

I’m a Senior Product Designer with 8+ years delivering customer-centred digital products across fintech, telecommunications, enterprise, and government. I bring deep expertise in product strategy, user research, usability testing, and accessibility to help teams build intuitive, scalable experiences.

I’ve led end-to-end design initiatives that strengthen customer experience, optimise conversion, and drive measurable business outcomes. In recent work, I modernised information architecture, navigation, and UI for a legacy wealth management platform, improving usability and consistency while increasing engagement and adoption.

I’m especially focused on evidence-led improvement—using A/B testing, data-informed design, and continuous discovery to validate hypotheses and accelerate learning. I also established an AI-enabled discovery and validation practice using Askable, FigmaMake, rapid prototyping, and usability testing.

I thrive partnering with product managers, engineers, and stakeholders to translate complex requirements into actionable solutions. I also collaborate closely with design system teams to implement design tokens, reusable components, and efficient workflows that improve design-to-development consistency.

Experience

Work history, roles, and key accomplishments

Current

Senior Product Designer

Current

Colonial First State

Nov 2024 - Present (1 year 8 months)

Modernised information architecture, navigation, and UI for a 20+ year legacy wealth management platform to improve usability and consistency. Established an AI-enabled discovery and validation practice using Askable, FigmaMake, usability testing, and rapid prototyping, supporting customer validation and product experimentation.

Information Architecture Navigation Design Usability Testing Askable Rapid Prototyping Product Experimentation Design Systems Design Tokens

Senior Product Designer

Carsales

Dec 2023 - Feb 2024 (2 months)

Delivered branding, print, and digital design across FMCG, retail, real estate, and hospitality sectors. Worked across packaging, campaigns, and large-format advertising.

Brand Design Print Design Digital Design Packaging Design Campaign Design

Senior Product Designer

Vodafone

Jun 2023 - Dec 2023 (6 months)

Senior Product Designer focused on early-career graphic and brand design work for Vodafone.

Senior Product Designer

Optus

May 2021 - May 2023 (2 years)

Led design of end-to-end digital experiences for Optus Business customers using research and usability testing to identify friction points and drive improvements. Delivered a 35% conversion uplift through iterative design optimisation and continuous experimentation, including validation via A/B testing and data-informed decision making.

Usability Testing Customer Research Experimentation Iterative Design Optimization A B Testing Continuous Discovery Workshop Facilitation Stakeholder Management