Hi there, I'm Mustefa Jo'shen.
a User Experience & Product Designer
from Toronto.

I help people ideate, design, and create great products and experiences.

I'm Partner @tailoredux & Founder @thewritingproject.
I also advise various startups in the Toronto area.

What I about Design

Some of the products I've helped build

  • Graphic Design and UI
  • Information Architecture
  • Interaction Design
  • Product Strategy
  • Front-End Development

Yoleo Reader was a blast to design.

I worked on the UI, UX and Front-End of the first iteration of the reader web-app with @jamiebikies, an amazing Software Engineer @unspace. It was interesting to take something from the UX Design, UI in Photoshop, and all the way through the SASS coding. I'd since left the project, and Jamie's followed through with the marketing, UI tweaks, polish, magic, and stellar backend development to bring it to the front page of HN, making Yoleo a strong contender as a Google Reader replacement.

  • User Research
  • Information Architecture
  • Interaction Design
  • Interface Design
  • Product Strategy

A recommendation from Rohit Sethi, VP of Product @sdelements:

"[Mustefa] led us to design a complex system that users unanimously rate as very easy to use. Mustefa challenges assumptions, improves processes, and never settles. He's a strong asset to any team and I highly recommend him."

  • User Research
  • Analytics
  • Information Architecture
  • Interaction Design
  • Mobile

My major accomplishments @tucows:

Within 6 months, I researched and led the design of 3 major features through launch, provided a site-wide metrics driven Information Architecture audit, and designed the Ting Android App.

I also helped Tucows re-iniate the engagement of rapid, agile iterations of small scale / quick wins from customer support to product development, yielding immediate results in the increase of site usability.

  • User Research
  • Analytics
  • Branding
  • Interaction Design
  • Interface Design
  • Product Strategy

How I helped the team @Shopcaster:

I advised and facilitated a brand review of Shopcaster's online presence, & provided UX/UI Design services for web and mobile features focusing on metrics driven design, increasing conversions, usability, branding, interaction design, and graphic design. Shopcaster is a great startup, agile and lean in development, & iterating fast.

Also, I King & Spadina.

A little bit more about me & my work

I'm passionate about design thinking, education, and startups. I love Toronto, my newfound hobby of cycling, and most of all spending time with family and friends. I'm humble but cognisant; honest and kind.

I started out as a developer, first just Python, some Django, and front-end code. I was less a developer and more a hacker. I made things work. From there I moved into Usability and led the UX for an application security product called SD Elements.

I was instrumental in designing the early growth interfaces and features of SD Elements out of early beta release. I collaborated closely with the VP of Product Development to nail down requirements and plan an overall design arc, which we then iterated into lean feature designs. This is all done based on a heavy customer-centric approach, through testing and communicating openly with early beta adopters. The features I designed ranged from enterprise and user dashboards, to complex application setting interfaces, user role and permission customizations, 3rd party vendor integration, and user facing system update interfaces for on-site deployments.

At the same time, I led the effort of identifying usability gaps to tighten up the UX & UI of the application. This process was shaped by early user testing and user profile identification to make sure we best designed SD Elements for our actual customers, validating the overall usability of each and every single feature we shipped.

I collaborate closely with product, development, content, and integration teams to facilitate product design, ensuring an end to end agile design & development process. This is all done in lean spurts; a cycle of customer research, team collaboration, independent design, and testing.

Since SD Elements, I've applied this experience to lead the UX/UI process of multiple Education Technology startups, a large corporation (Tucows Inc), an agency in Toronto (The Working Group) and other VC funded startups in Toronto. This breadth of experience has me diving into Android and iPhone app design, marketing, analytics, and overall metrics driven design, all focused on achieving growth stage goals for business & consumer facing applications.

I everything Agile and Lean. I'm engaged with local community lean startup events, as a participant with LSM Toronto and groups like LeanCoffeeTO, and recently as a Mentor at Startup Weekend & Lean Startup Machine in Toronto. I love sharing knowledge and connecting with like minded Product Designers and Startups over coffee, email, and Twitter.

That's the gist of it.

Startups + Design Thinking + Agile & Lean = Amazing Experiences with
Great People