Headline

Design Manager | Enterprise UX & Design Systems | AI Product Design | Accessibility | B2B SaaS | Global UX Strategy | Digital Transformation

About

I’m a Product Design and UX leader with 10+ years of experience transforming complex enterprise platforms into intuitive, scalable, and business-driven digital experiences. At Shell, I lead experience design across global B2B platforms, scale design capabilities, establish consistent UX practices, and integrate AI into design and accessibility workflows. My expertise spans UX strategy, enterprise product design, design systems, AI-powered experiences, accessibility, and cross-functional leadership. Selected Impact & Achievements • Global Design Systems: Built and scaled Shell’s GEL Design System and Shell Design System (SDS), supporting 220 product teams across four regions and 125+ products, reducing design-to-development handoff time by 70%. |• Enterprise Product Experience: Led UX transformation for Shell MarketHub 2.0, a global commerce platform associated with $19B+ in business value, improving the Customer Satisfaction Index from 6.8 to 8.2 and contributing to an International Customer Experience Awards win. • Global B2B Platforms: Led experience design across Shell Fleet Hub, Fleet App, and eTM tolling, supporting 210K+ users, 173K companies, and 8M active fuel cards across 34 countries. • AI & Accessibility: Designed and deployed an AI-powered Web Content Accessibility Copilot using Microsoft Copilot Studio and WCAG guidance, generating an estimated US$41K in annual cost savings. • Design Leadership & Mentorship: Mentored 50+ designers across five regions through design critiques, workshops, accessibility guidance, and design system practices. • AI-Enabled Design Delivery: Integrated AI-assisted concepting and prototyping into design workflows, reducing proof-of-concept cycle time by 62%. Throughout my career, I’ve partnered with product managers, engineers, business stakeholders, and distributed teams to translate complex business requirements into clear product strategies and cohesive user experiences. Core Areas of Expertise Enterprise UX & Product Strategy | UX Vision & Portfolio Strategy | Design Systems & Design Tokens | AI-Powered Product Design | Accessibility & WCAG | B2B SaaS | Complex Workflows | User Research & Usability Testing | Design Governance | Rapid Prototyping | Cross-Functional Leadership | Agile & Lean UX I’m passionate about shaping product direction, strengthening design maturity, accelerating delivery, and creating measurable customer and business outcomes. I welcome conversations with organizations building complex enterprise products, AI-enabled platforms, and global digital experiences.

Location

Greater Bengaluru Area

AI stack

claude

cursor

gemini

midjourney

n8n

notion

Work experience

Experience Designer | Lead Product Designer at Shell, Jun 2020 - Present · 6 yrs 5 mos, Bangalore Urban, Karnataka, India, Senior Product Designer / Functional Design Lead Shell | March 2020 – Present Lead enterprise UX strategy and end-to-end product experience design across Shell’s global B2B digital ecosystem, partnering with product, engineering, and business stakeholders across Europe, Asia, and the Americas. Key achievements and responsibilities • Led UX across Shell Fleet Hub Tolls, , and eTM tolling, supporting 210K+ users, 173K companies, and 8M active fuel cards across 34 countries. • Built and scaled Shell’s GEL Design System and Shell Design System (SDS) in Figma using reusable components and token architecture, enabling adoption across 220 product teams, four regions, and 125+ products. • Reduced design-to-development handoff time by 70% through standardized components, design tokens, and reusable design patterns. • Led the UX transformation of Shell MarketHub 2.0, redesigning discovery, ordering, and account-management journeys and improving Customer Satisfaction Index from 6.8 to 8.2. • Improved cross-functional decision-making by aligning product, engineering, and business stakeholders, reducing decision cycles from six weeks to two weeks. • Designed and deployed an AI-powered Web Content Accessibility Copilot using Microsoft Copilot Studio and WCAG guidance, delivering an estimated US$41K in annual cost savings. • Integrated AI-assisted concepting and prototyping into design workflows, reducing proof-of-concept cycle time by 62%. • Mentored 50+ designers across five regions through design critiques, workshops, accessibility guidance, and design-system practices. • Supported consistent global customer experiences across 24M+ annual digital interactions, maintaining a global CSI of 8.1/10.

Lead UI/UX Designer at Handzap, Dec 2017 - Apr 2020 · 2 yrs 5 mos, Bangalore Urban, Karnataka, India, Managed end-to-end UX strategy for a multilingual product suite (46+ languages), enhancing accessibility and inclusivity across web and mobile platforms. - Established a centralized design system in Figma, streamlining team collaboration and brand alignment. - Collaborated closely with leadership to define product vision, roadmap, and design milestones.

Lead UI/UX Designer at Adappt, Oct 2015 - Dec 2017 · 2 yrs 3 mos, Puducherry, India, - Led UX design for a WHO web application, optimizing outbreak response through intuitive interface design and data-driven decision support tools. - Orchestrated A/B testing and iterative design processes that increased user engagement and conversion rates. - Advocated design best practices and coached junior designers on usability standards and design methodologies.

Education

Bachelor's Degree, Computer Programming, Specific Applications, Annamalai university

Public links

rafimmedia5.wixsite.com: https://rafimmedia5.wixsite.com/rafiportfolio