EJ Colina
Location
Austin, Texas, United States
Open to Relocate
SF, NYC, Chicago
Senior Product Designer with 9 years in design and 4+ leading end-to-end product design for B2B SaaS and AI products built on dense data: tables, filters, permissions, and reporting. I work directly with founders and engineering teams to define product structure, ship design systems, and turn technical complexity into experiences anyone can use.
Core strengths
Figma (advanced): components, tokens, variants, prototyping
High-fidelity interactive prototyping & motion comps
Workshop facilitation (FigJam / Miro)
AI-assisted prototyping (Claude Code); ships to branch for engineer review
Design systems: architecture, cross-project libraries
Figma to code via MCP: components verified in Storybook, prototyped on Shadcn
Onboarding, activation UX, monetization & retention flows
Design tokens with multi-brand modes across products
Experience
Senior Product Designer
Time
2023 – Present
Entertact
Product Design Practice
Led end-to-end product design for early-stage tech companies, from product structure and information architecture through shipped UI and developer handoff.
Role
Lead Product Designer
Company
Metricworks
Engaged to redesign a logo, ended up rebuilding the full product UI across Data Management, Synthetic Control, Experiments, Monitor, and Marketplace for a marketing intelligence platform serving Blizzard, Kabam, Nexon, and FunPlus. Worked cross-functionally with the founding team and engineering to ship each surface. Platform still in operation with Adways.
Role
Lead Product Designer
Company
Atlas Agent
Led 3 designers to ship an AI real estate coordination platform with no prior design foundation. Built the design system first so three people could work in parallel, then shipped 20+ features across onboarding, transactions, client communication, task tracking, billing, and documents. Launched and acquired paying clients.
Role
Product Designer
Company
HeyBTW
Brand identity, landing page, and pre-seed pitch deck for a B2B event coordination platform, then updated product components to match the new visual language on Shadcn with semantic tokens. Live at heybtw.com.
Role
Lead Product Designer
Company
RelationCoach
Designed AI coaching platform across 7 core features including assessment flows and 5 interactive exercises. Landing page redesign delivered a 7% conversion rate increase confirmed by client
Role
UX Research Lead
Company
Maliyo Games
Led UX research and product strategy for two live consumer platforms. Defined retention, engagement, and monetization KPIs with the product team, ran discovery to prioritize 8 features by projected impact (+10pp D1 retention, +20% conversion lift), and redesigned onboarding and retention flows against those metrics.
Role
Lead Product Designer
Company
Draftsim
Rebuilt the interface for a live browser-based simulator: responsive design across desktop and mobile, a full component library and design tokens exported as CSS/JSON and implemented directly into the React + Tailwind production codebase.
Role
Product Designer
Company
Tenfold
Advised an 80% scope reduction, pivoting an unfocused DevOps simulator into a focused load-testing product, then designed the full proof of concept, delivered as the investor pitch asset.
Role
Product Designer
Company
SelfMax
Designed UX and UI for an AI self-improvement platform launching to a creator's audience of 800K+, covering information architecture, platform screens, and the marketing landing page.
UI Designer
Time
2023-2025
WOT Studios
Part time
Designed UI components for editor-side tools and in-game interfaces ensuring consistent behavior across devices.
Product Designer, Brand & Growth
Time
2021-2023
LegalInside
Part time
Owned go-to-market strategy and brand design; used analytics to allocate ad spend and prioritize product features.
Design Mentor
Time
2024
Indie Game Academy
Contract
Mentored working designers on Figma prototyping, interface composition, and case study structure across multiple cohorts.
Campaign & Motion Designer
Time
2018-2021
MDN Advertising
Full Time
Produced visual and motion assets for paid social campaigns across multiple client accounts, working to brand and performance specs.
Education
Universidad Del Zulia
Time
2015-2018
Graphic Design Major
Languages
English
Fluent/Professional
Spanish
Native
Tools
Figma/FigJam
Notion
Miro
Adobe suite
Claude Code
Shadcn
Storybook
