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2023 Oct - Jun
Product designer(myself), Fas Lebbie, Engineer team
Figma, Figjam
Founding product designer
Led 0–1 web and mobile product design for Root Foundation, Root Studio, and Root Diamonds digital platforms.
Designed and iteratively prototyped interaction models for interactive data dashboard and end-to-end taskflows for root diamonds including shopping, and checkout, contributing to the successful securing of multi-sector funding.
Developed a cross-platform design system that unified brand experience and accelerated product iteration cycles.
Root Foundation is a mineral-focused organization committed to driving long-term sustainable returns to Africa by strengthening the continent’s mineral endowment. Working directly with founder Fas Lebbie, I designed a digital platform that brings his research on Africa’s mineral production cycle to life and proposes a new, more transparent model for connecting buyers with local miners.
The challenge was to translate complex research—spanning extraction methods, market dynamics, and price transparency—into an accessible and trustworthy digital experience. The website needed to communicate Root Foundation’s mission clearly while offering a modern, credible platform that could support future growth, stakeholder engagement, and multi-sector investment.
Craft pixel-perfect interfaces across desktop and mobile.
Apply systems thinking to translate research insights into visual and structural frameworks.
Build a cohesive design system that ensures consistency across multiple digital products.
Move from idea to high-fidelity prototypes, independently driving the process as the solo designer.
Ultimately, the website and design system strengthened Root Foundation’s ability to communicate its mission, showcase research, and present a credible, future-ready vision for sustainable mineral trade in Africa.
The website was designed with a clear and intuitive structure that connects users to all Root Foundation initiatives under one unified umbrella.
Immersive Full-Screen Menu (Overlay Navigation) or On-Screen Menu?
While on-screen menu is more common and easier for navigation with less click, however We decided to offer space to provide descriptive context for each service segment and use visual cues and hierachical structured to create a more guided exploration experience.
The homepage needed to function as the central entry point to Root Foundation’s knowledge ecosystem. One of the most demanding challenges was designing an interactive data dashboard capable of presenting rich, complex research on Africa’s mineral production cycle.
How can we design an interactive dashboard that delivers rich information in a way that is digestible, intuitive, and engaging?
I began by studying the dataset closely, exploring different ways to segment and group the information, and aligning with the founder on the core message the dashboard needed to communicate, helping users grasp the severity and context of the issue at a glance.
Then I exploring a range of interaction possibilities such as hover previews, direct clicks, and filter controls to understand how different patterns could shape user flow and cognitive load.
From there, I mapped every possible user pathway to ensure clarity and cohesion, considering what users see first, how they move between levels of detail, and how each interaction affects context and navigation.
With these pathways defined, I refined the interface for smooth, continuous interaction, designing clear visual states, consistent tooltips and filters, and seamless transitions.
This approach resulted in an interactive dashboard that feels intuitive, predictable, and engaging without overwhelming the user.
Root Diamonds, one of the foundation’s most important local initiatives, was designed as a digital storefront that reimagines how diamonds and minerals are sold.
How to transform the marketplace into a relational, community-centered platform.
Instead of treating diamonds as luxury merchandise, the platform highlights:
- The miners and their stories
- The diamond’s origin and journey
- Transparent price breakdowns, detailing how funds return to landlords and local miners
This approach not only humanizes the purchase experience but also supports Root Foundation’s mission of reinforcing healthy cash flow back into the communities where the minerals originate.
Designing Root Diamonds required balancing familiar industry patterns with the foundation’s mission. While I referenced marketplaces like Blue Nile and Tiffany to understand standard shopping behaviors, their product-first approach didn’t align with our goal of highlighting miners and community impact. This challenge pushed me to think creatively about blending both worlds—keeping essential filters like carat and clarity for usability, while designing interactions that constantly connect each diamond back to its origin and story. The result is an experience that feels both practical and purpose-driven, proving that creativity often comes from rethinking familiar patterns through a new lens.
Cohesion and consistency were essential to achieving a high-quality visual design backed by a strong design system. I went through multiple iterations before reaching the final direction, reusing components and creating variations that all spoke the same visual language. This ensured the entire experience felt unified, scalable, and thoughtfully crafted.
If I have more time, i would deepen the design system to cover additional edge cases. Moreover, conducting user testings for key flows, such as interactive dashboard, diamonds purchasing flow, to validate assumptions.
A Product Designer
based in Washington DC-Baltimore Area