Parastou Saba.
Turn product complexity into UX clarity.
UX designer & consultant in Toronto for complex SaaS, fintech, and high-trust products.
UX & interaction design for SaaS and product teams drowning in tangled flows, dense interfaces, and operational complexity.
Enterprise instrument software · Fintech · SaaS platforms
Selected Work.
A few projects where I untangled complex products — from focused audits to end-to-end platform design.
BNSI Data Portal
Redesigning a national statistics portal so anyone — from policymakers to students — can find, read, and trust official data.
Dialogue
An AI audiobook app — designing the AI feature flows and a value-first onboarding that helped users get to their first result faster.
Rehab Squared
Bringing operational clarity to a multi-sided renovation platform — defining three user types and optimizing the business logic that runs them.
FishCaddy
A UX audit of a fishing-report platform — mapping where the product loses users across onboarding, navigation, and engagement, ranked by impact vs. effort.
IDX Broker
A competitive UX benchmark of a real-estate platform against four rivals across five conversion funnels — 12 findings ranked by impact vs. effort.
Sensentia
Redesigning a health-insurance benefits search and results dashboard — making dense, high-stakes plan data fast to search, filter and read.
/ 03 — How I work
What you end up with
A product people can get through
without being told how.
UX for founders whose product works but has grown faster than anyone had time to design for — where the demo lands and the second session doesn't.
Every engagement runs on the same path — the Clarity Ladder. It starts with an honest read of where you actually stand, moves to fixing the flows that cost you the most, and ends, if it makes sense, with me embedded on your team as the product keeps changing.
Based in Toronto, working remotely with teams anywhere. I optimize what already exists rather than starting from a blank canvas — which means shorter engagements, less rework, and decisions your team can defend after I'm gone.
Same four steps, every time.
Map the system
Before I touch a screen, I learn how the product actually works: who the roles are, where the data comes from, what the business rules are underneath. Most UX problems are structural.
Find where it breaks
I run your real flows the way a new user would and write down every place they'd stall, hesitate, or quietly give up. Onboarding, permissions, empty states, error recovery — that's where products lose people.
Redesign the sequence
Not a list of recommendations. Actual screens, in order, showing what the flow should be — including the paths that go wrong, which is the part most products never design.
Hand off with the reasoning
Dev-ready files plus the why behind each decision, so your team can extend the thinking after I'm gone instead of guessing.
/ 04 — About
Meet the founder
Hi — I'm Parastou.
UX designer for complex, high-trust products
I help founders take products that have grown complicated and make them feel obvious — the flows, the permissions, the error states, the parts nobody got around to designing.
I work best on products that already exist and have grown tangled, not blank canvases. After years inside scientific instrument software, fintech, and multi-sided platforms, the work usually comes down to four things:
- Mapping how roles, data, and money actually move
- Onboarding that gets people to their first real result
- Error states, empty states, and permission logic
- Design systems that hold up after I'm gone
I've worked on 100+ products across fintech, scientific software, health, and insurance — and I'm direct about what I find. If your onboarding is leaking users, I'll tell you where and why rather than soften it into a deck nobody reads.
Bring me the tangled one.
/ 05 — Get in touch
Let's make it clear.
Have a tangled product, a flow that isn't landing, or a full build ahead? Tell me what you're working on — I reply within 24 hours.