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👋 Hello Waabi
Although my most recent works involve B2C mobile applications, my overall design experiences can easily transfer to B2B products and internal tools as I have more experience working in and understanding B2B environments.
Jan 2023–Jan 2024
Rogers Sports & Media
Local Toronto news app
The CityNews product team was going through a mobile product rebuild in order to consolidate all their legacy mobile apps into one. My role was to design a new digital product with a very similar user experience the current user base were accustomed to, which meant there was little to no room for any additional functionality or improved experiences, since that was not the goal of the project.
A few screen mockups for the CityNews mobile app
May be geolocated to only Canadian app stores
July 2023–Jan 2025
Rogers Sports & Media
A new radio product
Part-way through 2023, the Senior Product Owner of Radio at Rogers Sports & Media, came to me with an idea for an all-in-one audio streaming app, combining live radio, podcasts, and the like. They had been verbally pitching this concept to the VP of Radio for nearly two years, even proposing it during their initial interview for the role.
Realizing that a visual approach would be more persuasive, I designed a fully interactive Figma prototype and a carefully crafted PowerPoint presentation, giving stakeholders a hands-on experience and explanation of the new app’s potential. Shortly after, the project was green-lit, and the MVP mobile app successfully launched within seven months of the project start date.
This is where things got super interesting. Although I had been through the majority of a project (product launch) life cycle for news and TV at Rogers, I had the rare opportunity to be a part of the very beginning—where the idea was still in verbal format, still being conceptualized, and then eventually revised and formed into something that had the potential of being tangible.
All very exciting!
A few screen mockups for the Seekr mobile app
May be geolocated to only Canadian app stores
There were many instances where roles and job titles were missing from the day-to-day operations due to budget constraints. I found it easier and less energy-consuming to step in and fill some of those gaps, using the opportunity to learn about how things were built in order to make better-informed product decisions. From previous experiences, I had seen successful Spike and Extreme Engineering meetings lead to clear solutions rapidly, and wanted to emulate the best aspects of those approaches. Instead of waiting for others to take issues seriously, I would help rally the team together to problem solve on the spot, while taking what I learnt to the stakeholders to be able to articulate clearly why something had to be done a certain way.
You sound like an engineer.
Vitaliy Kondratiev*, Lead Mobile Developer on Seekr, ThoughtWorks
*Reference available upon request
Tori’s expertise in design and product development were absolutely invaluable —we couldn’t have done this without her.
Taylor Ross*, Product Owner of Seekr, Rogers Sports & Media
*Reference available upon request
Example of a detailed account of when I conducted user research (including conducting interviews and facilitating user tests) at a software B2B company called CircleCI
An account of the full design process from initial idea conception, competitor analysis, personas research, user testing to a fully functional prototype