About AJ
Leading a design org
and staying in the work
I’m Asif Jaleel, a product design and research leader in Seattle. I’ve led commerce, AI and consumer electronics teams across the US, South Korea, Canada and Italy.
Most of my job is setting product direction, building a strong bench of directors and keeping the bar clear. How an org runs usually shows up in the product.
Coupang
Sr Director, Head of Product Design & Research
At Coupang, I lead design and research across six disciplines, with directors and a North Star group. We shipped R.LUX nationwide and built AI into the app and how we work.
View selected work ↗Wayfair
Director, Head of Product Design
I led the full-funnel redesign onto a single configurable component system. My team shipped brand destinations, interactive moodboards and predictive visual search on components other teams could reuse.
View selected work ↗Amazon
Sr UX Design Lead → Sr Manager → Head of UX Design & Research, Consumables
I led design and research across Consumables and consumer electronics, growing the Consumables org and setting shared design standards across very different shopping categories.
View selected work ↗ Private case studies ↗Earlier
Earlier work in Canada and Italy
Earlier, I was Senior Interaction Design Lead at BMO, a Creative Director in Toronto and a UX designer in Milan.
Education
SPD Milan · M.A.
University of Toronto · B.Sc.
Languages & places
I speak English, French, Italian, German, Korean and Chinese,
and have lived and worked in Italy, Canada, the US and South Korea.