I’m Saffad, a 'full-stack' Product Designer that enjoys solving problems and delivering business impact.

My passion is to solve customer and business problems using research + data to build valuable products that people love, and are commercially viable. My design process flexes according to the task at hand. I know when to zoom out and take a systems-thinking approach or when to zoom in to prototype an elegant micro-interaction with engineers.

Currently Senior Product Designer at Deliveroo.

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Senior Product Designer, Deliveroo

2015 -

I’m currently working as a Senior Product Designer on the Consumer facing products (iOS, Android and Web) focusing on meeting user needs around discovering, finding and ordering food. Also balancing the business needs, primarily improving product market fit.

Most recently, I was involved in and shipped a fundamental re-think of the browsing experience and overall navigation of the consumer product. This solved many customer problems and delivered immediate business impact whilst strategically setting the product up for a longer term initiatives.

Product Designer, Hailo

2014 - 2015

Hailo was a car pickup service raising more than $100 million and in July 2016 was purchased by myTaxi, a German e-hailing company belonging to Daimler.

I worked on interesting and challenging problems that helped shape the business. My role as a "full-stack product designer" involved product thinking, researching, analysing data, designing for mobile, prototyping and shipping.

I was responsible for the driver experience and specific areas of the customer app such as pre-booking. Increased the highest priority business metric through designing a behaviour changing feature for drivers that led to vastly increased pickup reliability for passengers.

Product Designer, Big Radical

2012 - 2014

Big Radical is a design and development agency focussing on delivering mobile apps and digital strategy for small to large businesses.

In my 2 years, I designed and shipped many mobile products and experiences for medium to large businesses. I was also responsible for upskilling fellow designers on user-centred design processes, inspired by IDEO and Google Ventures.

Side Projects


I’m designing and building Cinemap with my co-founder. Cinemap is the best iOS app for finding movie showtimes and cinemas in the UK. It's ridiculously simple and easy to use.

Cinemap on the App Store