Ali Salem

A design systems leader shaping product experiences with AI-driven workflows, scalable systems, and thoughtful craft.

Experience

  1. League

    Lead Product Designer

    Sep 2025-Present · Toronto, ON

    League is a digital healthcare consumer experience platform powered by AI. I lead Genesis Design System for League's platform, including its server-driven UI framework. My work shapes the product experience through AI-driven design workflows that use our design system as the foundation for exploration, alignment, and delivery across design, product, and engineering.

  2. Auth0 (Acq. Okta)

    Design Systems Lead

    Jan 2023-Aug 2025 · Toronto, ON

    I led Quantum Design System work across visual foundations, theming, localization, and developer-facing tooling. I established planning practices, introduced a contribution model, and helped guide an AI-powered chat assistant for contextual product support.

  3. Royal Bank of Canada

    Visual Design Lead, RIG Design System

    Dec 2019-Dec 2022 · Toronto, ON

    I worked with a multidisciplinary team to unify design and frontend development across RBC's digital products, improving consistency and reuse for a banking platform serving 16-plus million customers.

  4. TribalScale

    Sr. Product Designer

    May 2018-Feb 2019 · Toronto, ON

    Partnered with product managers, transformation leads, and engineers to shape product strategies and launch digital experiences for media and financial-services clients in Canada and internationally.

  5. Fjord (Acq. Accenture)

    Visual Design Consultant

    Jun 2016-Mar 2018 · Dubai, UAE

    Worked with a 15-plus person team across service, interaction, and visual design on several projects for UAE’s biggest telecom provider, Etisalat. Our work covered digital touchpoints from mobile devices to 120-plus inch touch screens. I also led Etisalat's design system effort, helping the team create more consistent experiences across those surfaces.

  6. Tigerspike (Acq. Concentrix)

    Sr. UI Designer

    Apr 2015-May 2016 · Dubai, UAE

    Led visual interface design for Emirates mobile apps as part of a digital transformation engagement.

  7. Digitas

    Sr. UI/UX Designer

    Oct 2013-Apr 2015 · Dubai, UAE

    Delivered product and campaign experiences for MasterCard, Jumeirah, J&J, Emaar, and other clients. My role centered on visual and interface design and extended into user research, information architecture, and interaction design.

  8. Landmark Group

    UI/UX Designer

    Nov 2012-Sep 2013 · Dubai, UAE

    Worked across UI design and front-end development for retail and hospitality brands, then joined the e-commerce team to redesign key sections of LandmarkShops and support growth across the online shopping experience.

  9. USYTech

    UI Designer & Developer

    Apr 2012-Nov 2012 · Cairo, Egypt

    USYTech was my first full-time role after several years of freelance design during college. There, I designed and built interfaces for clients including EagleRider, one of the world's largest motorcycle tourism companies.

  10. Freelance Designer

    Freelance Designer

    2006-2012 · Cairo, Egypt

    I began designing while in university, working with local and international clients and later contributing to Cairo's growing startup community in 2011.