ADERIYE[AH-DAY-REE-YEH]
// Product Design
Design Systems
Intro

I turn complex, uncertain problems into clear, usable products. I focus on sharp structure, honest decisions, and craft that ships.

Across fintech, consumer, and web3, I own the work from discovery through to shipped, tested interfaces, close to engineering and product rather than handing designs over a wall.

Selected work

All projects →
01

IVM EV Experience

ConceptProduct strategy

Turning an EV announcement into a decision, a product-led concept helping Nigerian drivers understand, trust, and picture EV ownership.

View case study →
IVM EV redesign
02

OTI Hospitality

Client · LiveIA & structure

Rebuilding a luxury hotel's broken digital front door, clearer structure and a booking journey that finally inspires trust.

View case study →
OTI hotel redesign
← Home

Selected work

Three projects
01

IVM EV Experience

ConceptProduct strategy

Turning an EV announcement into a decision, a product-led concept helping Nigerian drivers understand, trust, and picture EV ownership.

View case study →
IVM EV redesign
02

OTI Hospitality

Client · LiveIA & structure

Rebuilding a luxury hotel's broken digital front door, clearer structure, real imagery, and a booking journey that finally inspires trust.

View case study →
OTI hotel redesign
03

VaultFi

Web3 · Mobile appStaking

A web3 staking app, currently in design with a collaborator. Making on-chain staking approachable for everyday users.

Coming soon
VaultFi
← Home

Articles

Published on LinkedIn
01

The New Role of the Designer in AI-driven Products

How AI is reshaping the designer's toolkit and what it means for the future of product design.

Read on LinkedIn →
02

Design Debt: The quiet problem that slows everything

Understanding and addressing the hidden costs of shortcuts in your design process.

Read on LinkedIn →
03

The Future Designer is a Conductor, Not a Pixel Pusher

Why orchestrating systems and people matters more than perfecting individual screens.

Read on LinkedIn →
04

The Role of Designers in Building Decentralized Communities

Exploring the designer's role in shaping web3, DAOs, and community-driven platforms.

Read on LinkedIn →
05

Design Systems: The shared language your product runs on

How a well-built design system becomes the foundation for scalable, consistent products.

Read on LinkedIn →
06

Build the Map, Design the Experience

Crafting seamless multi-step flows that guide users without overwhelming them.

Read on LinkedIn →
07

Beyond the Screen: How Customer Experience Shapes UI/UX Design

How broader customer-experience principles influence and elevate digital design decisions.

Read on LinkedIn →
← Home
About

I'm a product designer with 5+ years across fintech, real estate, and consumer platforms. My work tends to live where clarity matters most: design systems that keep products consistent, data-heavy dashboards that make complex information readable, and end-to-end flows shaped with engineers and product managers.

Lately I've been designing independently across web and product work while moving between countries, which has sharpened how quickly I get to the core of an unfamiliar problem. I care about visual craft, typography, and the small decisions that make an interface feel considered.

I'm now looking to bring that into an in-house product team where I can go deep on one product and its users.

Focus
End-to-end product design
Domains
Fintech · Consumer · Web3 · Hospitality
Strengths
IA, design systems, product strategy
Based in
United Kingdom
Status
Open to opportunities
What I do
01

Product & UX Design

End-to-end design from discovery to delivery: research, wireframing, prototyping, and iterating on live products with engineers and PMs.

Discovery & problem framing01
Wireframing & prototyping02
Usability & iteration03
02

Design Systems & IA

The quiet infrastructure that keeps products consistent and teams fast: component libraries, patterns, and information architecture that scales.

Component libraries01
Information architecture02
Design tokens & patterns03
03

Product Strategy

Thinking about the product, not just the screen: framing the real problem, prioritising what matters, and articulating why each decision was made.

Problem & opportunity framing01
Prioritisation02
Design rationale & reviews03
Toolkit
Product & UX designCore
Design systems & componentsCore
Information architectureCore
Wireframing & prototypingCore
User research & usabilityWorking
Visual design & typographyStrong

How I work

Discovery to delivery, close to engineering and product, iterating on live products rather than polishing static mockups.

Tools

FigmaFigJamFramerWebflowMiroJiraTrello
← Home
Contact
Let's build
something real.
Email
riyeade@gmail.com
LinkedIn
/damilare-aderiye-akangbe
Résumé
Download CV
add your file link
Location
United Kingdom
← Back to work
Self-initiated concept · Sole product designer

Turning an EV announcement into a decision.

A product-design concept reimagining how Innoson Vehicle Manufacturing could help Nigerian drivers understand, trust, and picture owning an electric vehicle, built around cost, charging, and honest local reality.

Role
Sole product designer
Scope
Strategy → UI
Context
EV adoption, Nigeria
Type
Concept project
Overview

This was a self-initiated concept, not a project commissioned by IVM. I chose it to explore a problem I think matters: EV adoption in Nigeria is held back less by technology than by uncertainty, and that makes it a design problem. It was prototyped in Lovable to make the concept tangible, and uses placeholder imagery. It didn't ship, so there are no live user metrics, and I won't pretend otherwise.

01The problem

The EV story lived in a blog post

Innoson is one of Nigeria's most recognisable local car brands. But its electric-vehicle story sat inside a company blog article, well-written prose introducing the lineup, with no way for a reader to weigh cost, understand charging, or picture ownership. It announced EV readiness. It didn't help anyone decide.

Original IVM blog post
The starting point: IVM's EV story lived in a September 2024 blog post, informative prose, but no tools to weigh cost, understand charging, or picture ownership.

For most Nigerian drivers, the hesitation around EVs isn't aesthetic, it's practical. What does charging look like when power supply is unreliable? Will I really save money versus petrol? Can I charge at home? Will I get stranded?

A prettier page answers none of that. So I reframed the brief: from a visual redesign into a confidence-building product experience.

02Approach

Design for the anxiety, not the aesthetics

I started from a single question:

Why would a Nigerian driver trust, understand, and seriously consider an EV after visiting this page?

The honest answer was that they wouldn't, not yet, because the page didn't address the anxieties actually blocking the decision. That reframing pointed at four things the redesign had to deliver on:

Clarity

Explain EV ownership in plain language. No technical knowledge assumed.

Confidence

Address charging, electricity reliability, and range head-on.

Comparison

Make the cost saving tangible, not just claimed.

Trust

Feel local and realistic, not a generic global EV template.

I explored a wide set of features against these pillars, then prioritised what actually blocks adoption: cost, charging, trust, and practicality. My first direction was a clean, modern EV landing page. It looked good, and that was the problem: it could have belonged to any EV brand anywhere. The next direction pushed toward something more Nigerian, more practical, and more honest about local infrastructure.

03The experience

What I designed

The redesigned hero leads with the two things that drive a decision, proof, and a path to work out the value for yourself.

Redesigned IVM hero
The hero leads with proof, 400km range, 8-year warranty, zero fuel cost, and places Calculate Your Savings level with Explore Models, rather than burying the tool below the fold.

The charging section takes the single biggest objection, power reliability, and meets it directly instead of avoiding it.

Charging section
Three realistic charging paths with real specs, framed around Nigeria's power reality, and a panel that names the outage objection out loud.
Model detail
Beyond education, the decision moment: a model view with specs, comparison across the range, and clear next steps.
04Key decision

Put the numbers at the centre

The pivotal call

I made the savings calculator and charging-confidence content the centre of the page, not supporting details tucked below the vehicles.

The easy version was a standard marketing page that sells to people who've already decided. The harder, more useful version answers the people who haven't, the ones asking whether the numbers work and whether charging is realistic where they live. So I shifted the page from "look at our electric vehicles" to "see how electric ownership could actually work for you."

Cost calculator
An interactive slider turns an abstract claim into a personal one: set your monthly distance, see petrol vs EV cost side by side.
Calculator results
The full result, deliberately showing its working. The footnote cites the petrol price and electricity tariff behind the numbers.
05Outcome & reflection

An honest result

The result is a product-led EV landing experience built around a clear value proposition and the tools a hesitant buyer needs: a savings-first hero, an interactive calculator, charging education for local realities, and model comparison.

Because it's a self-initiated concept, it didn't ship and has no live user metrics. The real outcome was sharper thinking: it clarified that EV adoption is an experience-design problem as much as a technology one, and became the foundation for my move toward EV product design.

What I'd do differently: validate the concept with real users, petrol-car owners, ride-hailing drivers, commuters, to test whether the calculator and charging content genuinely reduce EV uncertainty.

← Back to all work
← Back to work
Client project · Two-person design team

A five-star brand with a wobbly front door.

OTI Hospitality is a luxury hotel and resort in Benin City, polished in person, but let down online by a broken, low-trust website. Working as a two-person team, we rebuilt it to match the brand: clearer structure, real imagery, and a booking journey that finally inspires confidence.

My screens
Hotel · Contact · Blog
Team
Two designers
Scope
Audit → hi-fi UI
Status
Live
Overview

This was a real client project, designed with Jeremiah Folorunso as a two-person team. We shared the audit, research, and strategy; the screens were split between us. I designed the Hotel, Contact, and Blog pages; Jeremiah designed the Homepage, Gallery, Resort, and Room-detail pages. This case study covers the shared work honestly and goes deeper on the pages I owned. The site is live at otihospitality.com.

01The problem

Offline luxury, online let-down

OTI defines luxury in person, a high-end hotel, a resort, five-star service. But its digital front door didn't reflect any of that. The previous site had minimal traffic and high bounce rates, unclear navigation, branding that didn't match the real experience, and almost no mobile responsiveness.

It wasn't only a visual issue, the structure was broken. Rooms, dining, and contact all sat flat at one level, with no hierarchy to guide anyone. And in hospitality, a site that doesn't feel trustworthy costs real bookings.

Archived previous OTI site
The starting point: an archived capture of the previous site. Note the flat, run-together navigation with no hierarchy or imagery. Archived pages lose some styling, so this looks barer than the live version did, but the flat structure it reveals is the real problem we set out to fix.
02Process

Listen first, then design

The official brief was to increase traffic, improve bookings, and feel "more modern." The real job was to make a visitor feel the OTI experience from the first screen. So we didn't jump into UI.

What would a high-end guest want to feel the moment they land here?

We audited the old site, reviewed competitor hotels locally and globally, spoke with people who had and hadn't stayed at OTI, and looked at where users dropped off. The clearest insight: people didn't just want to see rooms, they wanted to feel confident enough to book. That pointed the whole design at clarity, credibility, and calm.

Who did what

Because we were two designers, here's the honest split:

Shared
Audit, competitor research, user conversations, design strategy, and stakeholder collaboration.
Me
Hotel page, Contact page, Blog page.
Jeremiah
Homepage, Gallery, Resort page, Room-detail pages.
03My work · The Hotel page

Giving the rooms a real structure

The Hotel page was my centrepiece, and it's where the "broken structure" problem got solved. Since the old site gave us little to build on, I ran a small competitor analysis, looking at how Four Seasons and Booking.com present accommodation, and took one clear lesson: great hotel pages give every room type a consistent, comparable structure, so a guest can scan the options and choose with confidence.

Redesigned OTI hotel page
The redesigned Hotel page. The Accommodation Options grid gives each room type the same card structure: image, price indication, amenities, and paired actions. Consistent and comparable, where the old site was flat and undifferentiated.
Key decision

I replaced an undifferentiated list with a parallel, comparable card system. Every room type gets identical structure, so the guest's job shifts from "work out how this site is organised" to simply "compare and choose."

The amenity row and the resort-activities and gallery sections do a second job: they quietly signal that OTI is more than a room for the night, it's a full resort and events venue. Structure carrying brand, not just information.

04My work · Contact & Blog

Reach, trust, and a wider story

Contact: easy to reach, easy to trust

A contact page sounds trivial, but in luxury hospitality it does real work: it's where a hesitant guest checks that the place is legitimate before committing. So I designed it to do two things at once. On one side, a clean enquiry form; on the other, every direct channel, address, phone, a dedicated reservations email, and social links. The form makes OTI easy to reach; the visible details make it easy to trust.

OTI contact page
A calm two-column layout: reservation details on one side, enquiry form on the other, under a branded header that keeps the luxury tone.
Contact details and form
Address, phone, dedicated reservations email and social links sit alongside the form, the trust signals a guest looks for before booking.

Blog: showing there's more to OTI

A visitor to Benin City might see OTI as "just a hotel" and miss that it's a resort and events venue with conference halls. The Blog was my answer: a place to position OTI as a local authority and destination. It was designed to support traffic and surface OTI's wider offering; I won't claim a traffic number, since this was built at concept stage with placeholder content.

OTI blog
The Blog, designed to present OTI as a destination authority rather than only a place to sleep. Content is placeholder, the layout is built to carry travel and events stories. (One card still shows dummy copy, a reminder this was concept-stage.)
05Collaboration

The real turning point

Our biggest early challenge wasn't the design, it was the feedback loop. The product owner was slow to respond and sometimes contradicted earlier direction, so we were reworking screens on assumptions.

So we changed tactics. We scheduled short, focused stand-ups, and stopped sending static Figma links in favour of live walkthroughs. That shifted everything: once the owner could see why a choice was made, feedback became collaborative instead of conflicting. The lesson stuck with me, a lot of design work is building alignment, not just screens.

06Outcome & reflection

An honest result

We launched a site that finally matches the OTI experience:

  • A clear, comparable structure for rooms and services.
  • Elegant, brand-aligned visuals with real photography.
  • Simplified paths to booking and enquiry.
  • A blog foundation that widens OTI's story.

On results, I'll be straight: I didn't have analytics access, so I can't put verified numbers to it. What I can say honestly is that after launch, the owner reported that booking inquiries increased, and the site is live today at otihospitality.com.

What I'd do differently: push earlier for analytics access and a simple before/after baseline, so the impact could be measured rather than reported.

← Back to all work