Product Design for E-commerce and SAAS

Senior UX/Product Designer with enterprise ecommerce experience and a track record of designing and building AI powered SaaS products from concept to launch.

I design traditional ecommerce and AI products for teams that need clarity, conversion, and systems that scale.

Ecommerce UX

Storefronts, catalogs, and checkout built to help people find what they need and complete the purchase.

AI SaaS product design

AI features that fit the workflow and earn repeat use, not novelty that fades after the first session.

Product strategy and design systems

Direction and shared craft so new work ships fast and still feels like one product.

Design services for ecommerce and AI teams.

Start a project

SaaS Product Design

A product people understand on day one and keep using as it grows. Clear onboarding, focused workflows, and interfaces that scale without relearning.

Ecommerce UX Optimization

More completed purchases and fewer abandoned carts. Shoppers find what they need faster and move through browse, product detail, and checkout with confidence.

AI Product Strategy and UX

AI features that earn trust and repeat use. Grounded in real workflows, not demos users try once and abandon.

UX Audits

Clarity on what is costing you users, revenue, or momentum. Prioritized by impact so your team knows what to fix first.

Design Systems

Consistent product quality at speed. New screens ship looking and behaving like the same product, not standalone exceptions. How I build in Figma

Fractional Senior Product Design

Senior design leadership without a full time hire. Strategic direction, hands on execution, and team alignment from week one.

Selected work across retail commerce, catalogs, and copilots.

No AI

Product Quick Filters

PLP sort and filters that make it easier to find the right gear at Academy Sports + Outdoors.

Ecommerce
PLP
Filters

No AI

Brand Landing Pages

Custom landing pages for top outdoor brands at Sportsman's Warehouse.

Ecommerce
Brand
Landing pages

No AI

Store Consistency

A consistent ecommerce system across homepage, collections, product, and cart for Kodiak Canvas.

Ecommerce
Systems

No AI

Wholesale Storefront

The Trinity Packaging Supplies store, from homepage through PLP, PDP, cart, and checkout.

Ecommerce
B2B
Storefront

Study Tools Platform

Design and development of Cramhero, an AI study tools platform.

AI SaaS
Study tools
Product

No AI

Vendor Dashboard

A wholesale vendor dashboard for a supplies company. Orders, customers, and locations in one system.

Systems
B2B
Dashboard

Merch Storefront

Printonet, an ecommerce storefront platform for merch print shops.

Ecommerce
SaaS
Storefront

No AI

Ecommerce Banners

Banner layouts and CTAs for Academy Sports + Outdoors, desktop through mobile, across campaigns.

Ecommerce
Banners
Campaigns

How I work with product teams.

Let's work together

Step 1

Learn the problem first

I start with the business goal, the current product, and where users get stuck. That usually means stakeholder conversations, reviewing analytics or support feedback, and mapping the existing flows before anything gets redesigned.

Step 2

Design and test the solution

I turn priorities into clear flows, wireframes, and UI. When a decision is risky, I prototype it and walk through it with the team so we can fix issues before development starts.

Step 3

Ship, support, and improve

I document the work for engineering, stay involved through build and QA, and help prioritize what to fix after launch based on real usage, not assumptions.

Senior designer.
Global products.

I’m Victor Ayala, a Senior UX Product Designer based in Houston. For 15+ years I’ve designed digital products at the intersection of ecommerce, brand, and the systems that keep them running.

Today I focus on commerce experiences and AI SaaS. Work that has to be beautiful, operational, and accountable to revenue. I currently design at Academy Sports + Outdoors, and previously led product design at SupplyStream.

LinkedIn Download resume

Figma design systems that keep product teams aligned and shipping fast.

Talk about your system

Design system expert.

I build and maintain Figma design systems that scale with the product, not against it. Whether standing up a new library or tightening an existing one, I focus on what teams need to design and ship with confidence.

On every project, the system lives inside the work. New screens are built from shared components. Patterns get documented as they prove out. Engineers reference the same source of truth through Figma dev mode and component specs. The result is fewer one off decisions, faster iteration, and a product that feels cohesive from homepage to checkout.

Figma variables panel showing icon color tokens mapped to primitives in a Community Design System

Tokens and foundations

Color, type, spacing, and grid variables organized in Figma so every screen starts from the same base. Teams stop guessing and start composing.

Components and variants

Reusable UI built with auto layout, component properties, and states. Buttons, inputs, cards, and navigation ready to assemble without rebuilding from scratch.

Patterns and templates

Page layouts and flows documented in Figma so new features inherit structure. PLP, PDP, checkout, and dashboard patterns stay consistent as the product grows.

Handoff and adoption

Specs, dev mode, and Storybook alignment so design and engineering stay in sync through build. The system is useful in meetings, in Figma, and in code.

UX and product tools I use with teams every week.