Hi, I’m Ala. I design software that asks less of the people using it.

I live on Vancouver Island, where life moves at a slower pace. That turns out to be useful when the job is thinking clearly.

Most of my work is with SaaS teams. I’m usually brought in once a product has grown complicated enough that the people building it can no longer see what it asks of a new user.

The part I like is when a vague problem finally holds still. That rarely happens alone in a design file. It happens in conversation with product, engineering, marketing, and support, where the constraints actually live.

I lead design direction and I stay in the details. I care how a flow is worded, how a state fails, and whether a design system still holds up after other people have built on it for a year.

I’ve spent most of my time on conversion and retention work, design systems, and the handoff that decides whether any of it survives a sprint.

Outside of work: early mornings, time with my family, comic novels, and sci-fi movies.