# Shafi Cassim > Staff Product Designer Location: Cupertino, California, United States Profile: https://flows.cv/shafi I’ve spent the last decade designing products that operate behind the scenes. My work includes identity platforms, cloud admin flows, compliance UX, and the kinds of features users rarely notice (unless they stop working). I focus on platform-scale design that balances business goals with user trust. Whether it’s simplifying multi-factor authentication, helping people manage their devices or making subscription controls feel human. I bring structure and clarity to work that’s often invisible but essential. ## Work Experience ### Staff Product Designer @ Jaris Jan 2025 – Present | Burlingame, California, United States • Designing embedded financial infrastructure for B2B2B fintech platform enabling payment processors and ISOs to offer lending, instant payouts, and banking services to 100,000+ small business merchants. • Leading end-to-end merchant onboarding redesign including automated KYC/KYB verification flows, reducing application time to 6 minutes with 93% opt-in conversion for multi-product adoption. • Building partner-facing underwriting systems replacing legacy tools with unified case management, customizable decision engines, and continuous merchant monitoring to streamline risk assessment workflows. • Creating analytics-driven partner portals using Sigma embedded analytics to give ISOs and payment platforms actionable insights into merchant portfolios, eligibility, and revenue opportunities. • Rebuilding Figma design system inherited from contractors by recreating components aligned with Storybook development library, establishing scalable variants for cross-platform use cases, and documenting accessibility standards and content guidelines. ### Staff Product Designer @ Chegg Inc. Jan 2021 – Jan 2024 | Santa Clara, California • Lead designer on IAM (Identity & Access Management) dealing with entire identity platform including authentication, authorization, account security, trust & safety, legal compliance, regulations & international policies. • Sole Designer on ESO (Enablement Solutions Organization) Platform working across IAM, Search and Data Personalization. • Explored AI-driven workflows to reduce repetitive admin tasks and improve transparency in compliance flows. ∙ Service Abuse Design solutions increased subscriptions by 413K new users post-implementation of all phases (14% lift, totaling $39M revenue increase), reduced account takeovers by 98% and decreased customer support calls regarding account takeovers from 17% → 1%. ### Senior Product Designer @ Chegg Inc. Jan 2019 – Jan 2021 | Santa Clara, California • Platform designer on GME (Global Member Experience) group focusing on monetization. • Previously lead designer on SRP (Search Results) across the platform hypothesizing towards ambitious metrics measured & validated through granular quant data. • Also concurrently worked across multiple individual Chegg business products (Textbooks, Study, Identity, Search, Writing Tools, User Accounts, PDP, Flashcards, etc) when on the G&E (Growth & Enablement) team. ### Senior Product Designer @ Atlassian Jan 2018 – Jan 2019 | Mountain View, CA • Lead designer on Platform Cloud Admin. • Platform designer working and facilitating extensively across multiple cloud enterprise teams. • Designing for Atlassian’s fastest growing product, Atlassian Guard (cloud administration security tools). • Mitigating a multitude of stakeholders while resolving legacy, tech and design debt. • Lead designer on cloud admin envisioning future experiences while maintaining consistency and design patterns across all incoming products to the platform. ### Senior Product Designer (remote) @ Ten-X Commercial Jan 2017 – Jan 2018 | Remote • Transitioned to fully remote/offsite contract work to focus on family, side projects and other passions. • Worked primarily doing Lead Design functions wrapping up future design and product strategy with business & SMEs. ### Senior Product Designer @ Ten-X Commercial Jan 2015 – Jan 2017 | San Mateo, CA • Lead designer on the Buyer Engagement Team • Led product design on Ten-X rebranding initiative working closely with an external agency & marketing as well as product lead for site split theming project. • Educate stakeholders on broad, complex problems that require outstanding practical experience and theoretical knowledge (Design Thinking). • Identify business goals and metrics for success when products have large amounts of ambiguity. • Mentor junior design talents through delivery efficiency, leveraging data, applying user center design approach as well as learning and iterating quickly. ### Senior Product Designer @ Auction.com Jan 2014 – Jan 2015 • Define product strategy collaborating closely with stakeholders. • Shaped roadmap with product management to align business goals with user needs. • Worked closely with marketing and agency to transition products into separate lines of business. • Focused heavily on analytics and research to validate business/design hypotheses. ### Founding Product Designer @ Auction.com Jan 2013 – Jan 2014 | Belmont, CA • First designer at Auction.com responsible for entire visual design methodology and created first set of design principles for the product team. • Founding member of company design Styleguide/Toolkit counsel. Along with a developer, created the pattern library and visual style guide (design system) for company brand. • Translate high-level requirements into visual concepts, interaction flows, prototypes and transform them into final deliverables and functional user interfaces.​ • Lead and designed the first mobile apps for iPhone and iPad from ideation to final visual designs. ### Interaction Designer @ Merge Media Group Ltd Jan 2011 – Jan 2013 | Mountain View, CA • Full Stack Principal Designer handling all design roles from research, UX, UI, Interaction to Visual. • Led design at Merge Media LLC, a start-up specializing in games and apps for internet, mobile, web and interactive TV platforms. • Designed and co-developed iTV apps for the CloudTV platform initially through Illustrator, Photoshop and then prototyped in Flash. • Designed and co-developed a gamified Facebook application through limited time and constrained budget with a highly motivated team. ## Education ### Master of Fine Arts (MFA) in New Media (HCI & UX) Academy of Art University ### Bachelor of Arts (BA) in Graphic Design California State Polytechnic University-Pomona ## Contact & Social - LinkedIn: https://linkedin.com/in/shaficassim - Website: https://www.shaficassim.com --- Source: https://flows.cv/shafi JSON Resume: https://flows.cv/shafi/resume.json Last updated: 2026-02-23