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.

Tokuma Sime Tola

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.

Available to hire

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.

See more

Language

English
Fluent

Work Experience

Freelance UI/UX & Product Designer at Digital Peaks (Upwork)
January 1, 2021 - Present
Freelance UI/UX & Product Designer delivering end-to-end digital product design for international clients across e-commerce, SaaS, EdTech, FinTech, and healthcare sectors. Specialized in Figma, design systems, mobile and web app design, user research, and prototyping. Built long-term relationships with US, UK, and European clients with consistent 5-star reviews.
Lead Designer at Helder Technologies Solution
June 1, 2023 - Present
Led design team, mentored junior designers, and established design best practices; delivered web and mobile projects for local and international clients.
UI/UX & Graphics Designer at Zulu Tech
February 1, 2025 - Present
Designed web and mobile interfaces, created visual branding and marketing assets, and collaborated with developers to implement designs.
UI/UX Designer at Globe Dock Academy
April 1, 2025 - October 18, 2025
Designed large-scale LMS interfaces, learner dashboards, onboarding programs, and course libraries; led design reviews and delivered projects on time for local and international clients.

Education

Bachelor of Science in Leather Product Engineering at Bahir Dar University
September 1, 2019 - July 1, 2024
UI/UX & Product Design Training at Remotely / Various Online Programs / Workshops
October 1, 2023 - October 18, 2025

Qualifications

Gold Medalist, Leather Product Engineering
January 11, 2030 - October 18, 2025
RLSD Africa Talent Leather Design Showcase 2024 – Top 14 Designers
January 1, 2024 - October 18, 2025

Industry Experience

Software & Internet, Education, Media & Entertainment, Professional Services, Retail
    paper HealthTech Patient Dashboard — SaaS UI/UX Design

    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:

    • 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

    Key Features Designed:

    • 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)

    Deliverables:

    • 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

    Results:

    • 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

    Tools: Figma, FigJam, Miro, Maze, Zeplin, Notion

    paper E-Commerce Platform Redesign — Complete UI/UX Overhaul

    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:

    • 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

    Design Solutions:

    • 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

    Deliverables:

    • 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

    Results After Launch:

    • 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

    Tools: Figma, Hotjar, Google Analytics, Maze, FigJam

    paper FinTech Mobile Banking App — UI/UX Design

    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:

    • 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

    Key Features Designed:

    • 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)

    Results:

    • 4.8/5 average usability score in testing
    • Onboarding completion rate improved by 35%
    • Transaction flow reduced from 7 steps to 3 steps

    Tools: Figma, FigJam, Maze (testing), Miro, Zeplin

    paper Helder Technologies — Multi-Product Design System

    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:

    • 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

    Key Deliverables:

    • 200+ reusable UI components
    • Design tokens for theming and dark/light mode
    • Interactive prototypes and developer handoff documentation
    • Style guide and pattern library

    Results:

    • 40% reduction in design-to-development time
    • Consistent brand identity across all products
    • Improved designer onboarding from weeks to days

    Tools: Figma, FigJam, Notion, Zeplin, Jira

    paper Lolelink, ERP

    LoleLink is an all-in-one AI-powered business platform that empowers African SMEs and entrepreneurs to manage services, HR, finance, and projects efficiently. It enables businesses to list services, automate workflows, gain data-driven insights, and connect with customers.

    uniE621 Software For Outsourcing Company
    A scalable and business-focused web platform for Zulu, a software outsourcing company. The site was designed to highlight services, showcase case studies, and streamline operations with dashboards, job listings, and management tools—delivering a clean, professional, and growth-oriented digital presence. Solution: We designed a scalable website that highlights services, showcases case studies, and integrates a product catalog, blog, and job listings. Value: Simple navigation, clean visuals, and clear information flow help visitors quickly understand offerings, trust the brand, and take action. webdesigner uxdesign uidesign prodcutdesign webapp graphicsdesign
    uniE621 LMS training platform
    A scalable and learner-focused LMS platform for GlobeDock Academy. The platform was designed to deliver online courses, onboarding programs, and skill development—complete with dashboards, analytics, ready-made courses, and management tools, providing an intuitive and engaging learning experience. Solution: We designed a user-friendly platform that allows organizations to create, assign, and track courses, while giving learners a seamless experience across devices. Features include learner and instructor dashboards, analytics, gamification, and ready-made course libraries. Value: Clear navigation, responsive design, and engaging course tools help learners and instructors easily access content, track progress, and achieve training goals efficiently. designer webdesigner uidesign uxdesign webapp productdesign branding