Hi, I’m Tokuma Sime Tola — a Product Designer (UI/UX Specialist) based in Addis Ababa, Ethiopia, available for remote work worldwide.
With 4+ years of experience, I design digital products that are simple, intuitive, and meaningful. I specialize in end-to-end product design — from user research and wireframing to high-fidelity prototyping and developer handoff — with a strong focus on SaaS platforms, e-learning dashboards, mobile apps, and e-commerce experiences.
As Lead Designer at Helder Technologies, I’ve led design for multiple products across EdTech, FinTech, and health sectors. I’m a Top-Rated Freelancer on Upwork and have collaborated with startups and established companies across the US, UK, Germany, and the Middle East.
What I bring to your project:
• End-to-end UI/UX design using Figma & FigJam
• Design systems, component libraries & style guides
• User research, personas, journey mapping & usability testing
• Responsive web design & mobile app design (iOS/Android)
• Prototyping, wireframing & interactive demos
• Motion design & micro-interactions
• Developer-ready handoff (Figma, Zeplin)
I take a research-driven, user-centered approach to every project — collaborating closely with developers, product managers, and stakeholders to turn complex problems into elegant, functional designs.
Let’s build something great together.
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- Discovery: Stakeholder interviews with 12 healthcare professionals (doctors, nurses, admin)
- Research: Analyzed 6 competing HealthTech platforms and WCAG 2.1 accessibility guidelines
- Information Architecture: Mapped 40+ clinical workflows into logical user journeys
- Wireframing: Created low-fidelity wireframes for 30+ screens covering all key user types
- Prototyping: Built interactive high-fidelity prototypes in Figma for usability testing
- Testing: 2 rounds of moderated usability testing with 10 participants
- Iteration: Refined based on feedback before developer handoff
- Role-based dashboards (Doctor, Nurse, Admin, Patient)
- Real-time patient vitals monitoring interface
- Appointment scheduling with conflict detection
- Medical records and history viewer
- Prescription and lab results management
- Analytics dashboard with health trend charts
- Secure messaging between care team members
- Dark mode and accessibility compliance (WCAG 2.1 AA)
- 60+ unique screens across all roles
- Complete design system with health-focused components
- Interactive prototype for stakeholder demos
- Developer handoff documentation in Figma
- Accessibility audit report
- Task completion rate improved by 62% vs old system
- 90% of users rated the interface “easy” or “very easy”
- Clinical workflow time reduced by 35%
- Zero critical usability issues found in final testing round
A comprehensive SaaS patient dashboard designed for a HealthTech startup, enabling doctors, nurses, and hospital administrators to manage patient records, appointments, and health analytics in a single, intuitive platform.
The Challenge:
Healthcare providers struggled with fragmented data across multiple systems, leading to delayed diagnoses and poor user experience. The client needed a unified, HIPAA-aligned dashboard that simplified clinical workflows without sacrificing functionality.
My Design Process:
Key Features Designed:
Deliverables:
Results:
Tools: Figma, FigJam, Miro, Maze, Zeplin, Notion
- Heuristic evaluation identifying 23 major usability issues
- User interviews with 15 current and potential customers
- Heatmap and session recording analysis (Hotjar)
- Competitor analysis of 8 top e-commerce platforms
- Analytics review of user drop-off points
- Restructured information architecture with clear category hierarchy
- Redesigned product cards with better visual hierarchy and CTAs
- Streamlined 3-step checkout flow (down from 7 steps)
- Responsive mobile-first design optimized for thumb navigation
- Personalized recommendation sections
- Wishlist and recently viewed features
- Trust badges and social proof integration
- Filter and search UX improvements
- Complete responsive design for web and mobile (iOS/Android)
- 80+ unique screens in Figma
- Interactive prototype for user testing
- Design system with reusable components
- Developer handoff documentation
- Cart abandonment rate reduced from 78% to 52%
- Mobile conversion rate improved by 47%
- Average session duration increased by 2.3 minutes
- NPS score improved from 32 to 61
A complete UI/UX redesign of an e-commerce platform for a retail client, transforming a cluttered, conversion-low website into a streamlined, high-converting shopping experience.
The Challenge:
The existing e-commerce site had a 78% cart abandonment rate, confusing navigation, and poor mobile experience. The client needed a complete redesign that would improve conversions while maintaining their brand identity.
Research & Discovery:
Design Solutions:
Deliverables:
Results After Launch:
Tools: Figma, Hotjar, Google Analytics, Maze, FigJam
- Discovery: User interviews with 20+ potential users, competitive analysis of 5 banking apps
- Define: Created user personas, journey maps, and problem statements
- Ideate: Sketched 50+ wireframe concepts and facilitated design sprints
- Prototype: Built high-fidelity interactive prototypes in Figma
- Test: Conducted 3 rounds of usability testing with 8 participants each
- Iterate: Refined designs based on feedback before handoff
- Onboarding & KYC verification flow
- Dashboard with spending analytics and charts
- Peer-to-peer money transfer with QR code support
- Loan application and approval workflow
- Biometric login (Face ID / Fingerprint)
- Push notification system for transaction alerts
- Dark mode and accessibility compliance (WCAG 2.1 AA)
- 4.8/5 average usability score in testing
- Onboarding completion rate improved by 35%
- Transaction flow reduced from 7 steps to 3 steps
A comprehensive mobile banking app designed for a FinTech startup, focused on delivering a seamless, secure, and intuitive experience for users managing their finances on iOS and Android.
Project Overview:
This project involved end-to-end UI/UX design for a mobile banking application that allows users to transfer money, manage accounts, apply for loans, and track spending — all within a clean, trustworthy interface.
My Design Process:
Key Features Designed:
Results:
Tools: Figma, FigJam, Maze (testing), Miro, Zeplin
- Audited all existing products and documented inconsistencies
- Built a unified design system in Figma with tokens, components, and documentation
- Established design guidelines for typography, color palettes, spacing, and iconography
- Created reusable component libraries for both web and mobile (React & React Native)
- Conducted weekly design reviews with developers and product managers
- Mentored 2 junior designers on system usage and contribution
- 200+ reusable UI components
- Design tokens for theming and dark/light mode
- Interactive prototypes and developer handoff documentation
- Style guide and pattern library
- 40% reduction in design-to-development time
- Consistent brand identity across all products
- Improved designer onboarding from weeks to days
As Lead Designer at Helder Technologies Solution, I designed and built a comprehensive multi-product design system used across 5+ digital products in EdTech, FinTech, and Healthcare sectors.
The Challenge:
Helder Technologies had multiple products built by different teams with inconsistent UI patterns, colors, and components — leading to poor user experience and slow development cycles.
My Role & Approach:
Key Deliverables:
Results:
Tools: Figma, FigJam, Notion, Zeplin, Jira
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