Joffin George

Sr Product Designer

I've always been drawn to how technology and design can shape the way people experience the world. As a Product Designer, I care about building things that are functional, intuitive, and built to scale from early problem framing all the way to shipped product.

I'm currently at Etera designing an AI-powered travel super app building the design system from scratch and shaping conversational AI experiences. Beyond Figma, I actively design and build using Cursor, Claude and Figma MCP, exploring the blur between designing and engineering.

I've worked across AI, fintech, Web3 and government platforms and I'm always looking for the next hard problem to solve.

Outside work, you'll find me on a basketball court, exploring new cities or hunting down a good meal.

Stack

Figma

Framer

Shopify

Adobe Illsutator

Notion

Miro

Experience

Sr AI Product Designer

Etera

May 2025 - Present

At Etera, an AI-powered travel and lifestyle super app, I joined from day one and built the design system from scratch across flights, hotels, restaurants and activities. I owned end-to-end booking flows covering search, reservations, payments and trip management, while also shaping the AI concierge experience including conversational flows, natural language prompts and intent capture patterns. I worked closely with the Head of Design, CTO and PMs to align design with delivery, partnering with engineering through handoff and QA to resolve real implementation challenges. Beyond Figma, I built a custom plugin using Cursor to automate repetitive design tasks and leveraged Claude with Figma MCP to explore AI-assisted design system generation, actively closing the gap between design and engineering.

Product Designer - Freelance & Contract

Stealth

May 2023 - Present

Spearheaded the development of innovative product concepts for a Web3 platform by conducting in-depth market research and competitive analysis. Collaborating closely with the founder and development team, I ensured seamless design implementation that aligned with the product vision. Additionally, I developed and maintained comprehensive design systems, including style guides and UI components, to guarantee consistency across all aspects of the platform.

User Interface Designer

Spades (Dubai)

June 2022 - Jan 2023

At Spades, a fintech startup, I designed across both B2B and B2C, shaping the end-user dining experience and the merchant-facing platform before the company was acquired by Qlub. I worked on new features across web and mobile, built UI components and design system foundations, and collaborated closely with product, engineering and marketing teams. One of the more unique parts of this role was supporting 200+ F&B clients directly through the customer success team, translating real client needs into tangible design improvements. It gave me a ground level understanding of how design decisions impact actual business outcomes.

Consultant

Konsalidon (Dubai)

May 2020 - Apr 2022

Early in my career I worked within a business consulting ecosystem in Dubai, managing client relationships and supporting companies to establish and grow their presence in the UAE. I ran high-impact virtual events, workshops and webinars while keeping communication pipelines sharp across a broad client network. This is where I developed a strong instinct for stakeholder management and cross-functional communication, skills that still inform how I collaborate and communicate as a designer today.