• About Me
I’m curious about how things work, and I love to read.
A deep desire to understand how things co-exist and work together has lead me through a journey from fashion, art, and typography to → web design, front-end development, and product design.
Whether it’s a physical production system or digital, I’m drawn to the complexity behind the final product; breaking it down → finding what matters → and making it work better with each iteration.
Hi! I'm Rue,
Studio Coordinator + Creative Strategist Mani Jassal | 2018 – 2022
Toronto
Joined in production before expanding into customer experience and creative strategy, identifying opportunities to improve digital product discovery and purchasing journeys.
✺ Increased conversion by 30% by aligning e-commerce product discovery and placement with user intent, browsing behaviour and purchasing patterns.
✺ Analyzed Shopify data, customer feedback and usability findings to identify friction across product discovery and purchasing journeys, iterating digital layouts and merchandising decisions based on findings.
✺ Collaborated with brand, production and retail teams to translate customer pain points and operational constraints into improvements across digital and physical touchpoints.
Product & Experience Designer
RawSienna Designs | 2019 – 2026
Toronto
Independent Product & Design Systems
✺ Designed a financial management product from ecosystem mapping and information architecture through user flows, system states, wireframes and prototyping.
✺ Designed reusable components and interaction patterns across key workflows and system states, accounting for edge cases, consistency and scalability. Used AI-assisted workflows to accelerate research synthesis, explore product concepts and evaluate design directions.
✺ Translated research and behavioural insights into digital experiences across user touchpoints, aligning product decisions with user needs and business objectives.
Product Designer (Lead)
Daniels Corp | 2022 – 2025
Toronto
Led the design and delivery of internal digital systems supporting commercial and residential real estate operations, managing complex information architecture across multiple stakeholder groups.
✺ Partnered with cross-functional teams to translate business requirements, user needs and technical constraints into scalable, accessible navigation patterns and user flows.
✺ Redesigned information architecture and navigation across internal systems, reducing time-to-information by 50% and improving discoverability across departments.
✺ Synthesized qualitative research and behavioural insights into opportunity areas, experience requirements and design decisions .
Experience
Skills
UX & Service Design - Information architecture · User flows · Service blueprints · Interaction design · Accessibility · Systems thinking
Research & Strategy - Stakeholder interviews · Qualitative research · Usability testing · Research synthesis · Co-creation · Prioritization
Delivery - Cross-functional collaboration · Governance · Content architecture · Requirements · Iteration
Tools
Design - Figma · FigJam · Adobe CC · Miro · Maze
Platforms - SharePoint · Framer · Webflow · Shopify
Workflow - Jira · Notion · Zapier · Figma Make · AI-assisted workflows
Education
Ryerson University - Bachelor of Design
2019 • Toronto, Canada
IDEOU - Human Centered Service Design
2026 • Online