Design Spotlight: An interview with Ali Salem
Ali Salem is a Toronto-based Staff Product Designer dedicated to crafting seamless design systems. When he’s not weaving his magic to enhance the consistency of design features and elevating customer experience, you’ll find him venturing outdoors, pursuing a Master of Design, or playing the latest Call of Duty game 🎮.
This interview was monitored by Pavi Designs (Sr. Product Designer).
Hi Ali, tell us about yourself.
Believe it or not, I’m one of those rare people who genuinely like doing their taxes. And, being from Canada, it’s like embracing the cold winter with open arms! A little more about me — I relocated to the Toronto Area in 2018 after a six-year stay in Dubai, UAE. Despite these moves, I still hold my Egyptian roots close to my heart and visit Cairo every year to connect with my family. I’m an outdoor enthusiast who loves exploring new places and experiences alongside my wife, Esraa. Yet, when the latest Call of Duty game is released, you’ll likely find me indoors, controller in hand!
I’m currently leading Auth0’s design system, Quantum, with the help of our talented design system working group. We’re continuously on the lookout for ways to enhance the consistency and efficiency of how we design and build features, ensuring our customers have a reliable and intuitive experience. I’m also pursuing my Master of Design in Strategic Foresight and Innovation at OCAD University, with an aim to understand the complex relationship between people, businesses, and innovation.
What led you into design systems?
In 2016 I was working at one of the leading telecommunications companies in the Middle East, called Etisalat. I became interested in design systems because I saw an opportunity to enhance how my team and I were working together. We were creating designs for various screen sizes, from smartphones and tablets to huge 120-inch touch displays — each bringing its distinct challenges and insights to the table.
Part of my job was managing our UI component library, and my goal was to help our team work quicker by getting rid of repetitive tasks — like designing the same button or input field multiple times. In the midst of this, I began to realize how all our work was interconnected. A small change in one place could make a big difference somewhere else. This experience was my first encounter with the concept of systems thinking, which helped me see that all our work is part of a bigger picture. Systems thinking has now become a key part of how I approach my work and tackle problems.
Who or what inspires you?
I find inspiration in many things, but these four really stand out to me.
- Quality and attention to detail: There’s just something about a well-made product that makes you realize how much thought is put behind it. It reminds me that if we put our hearts into our work, we can create something truly special. Examples include: German cars from the ’80s and ’90s, as well as many Apple products like the Mac Pro and Pro Display XDR.
- Hard work: Seeing people put their all into what they’re doing, pushing through tough times and still going strong, motivates me immensely.
- Art — especially music and cinematography: It’s amazing how artists can take a blank canvas and transform it into something that tells a story or makes you feel a certain way. It helps me think creatively and approach problems from new angles. Music, in particular, helps me connect with places and recall great memories with loved ones. As I spend a significant amount of time on YouTube, I find myself drawn to content creators who apply creative storytelling in their work. Casey Neistat stands out in this respect, using filmmaking techniques to create dynamic and highlighly engaging narratives out of simple everyday events.
- Kindness: Whenever I see someone doing a kind deed, no matter how small, it makes me want to do better in my own life. It reminds me that our work should not only serve functional purposes, but also contribute to making the world a gentler, more compassionate place.
How do you maintain your creativity?
Steve Jobs once famously said, “Creativity is just connecting things,” and I couldn’t agree more. In my opinion, the more experiences we expose ourselves to, the greater our capacity for creativity becomes. It’s almost like our brains are vibrant boxes of Lego, filled with countless pieces waiting to be connected. The more we collect these pieces — whether they be facts, experiences, or memories — the more skilled we become at constructing something truly remarkable.
I believe curiosity is an essential ingredient in acquiring knowledge as part of the creative process. It’s a powerful motivator, driving us to explore, discover, and gain a deeper understanding of the world around us. I try to dedicate a portion of my day to learning about new topics, often delving into short articles or immersing myself in informative documentaries on YouTube or Netflix. I also found that experiences involving other people are particularly impactful. Meeting individuals from different walks of life, engaging in challenging discussions, and even resolving conflicts have all given me new perspectives.
Lastly, I consider myself incredibly fortunate to leverage my master’s degree program at OCAD University to test out fresh ideas and venture into unexplored visual territories. The inspiration for these projects often stems from the numerous experiences I encounter in my everyday life.
Can you show us your workspace and walk us through your typical workday?
For sure! I like to maintain simplicity in my workspace, as it helps me stay focused and productive. For quick note-taking and capturing thoughts on the go, I always keep a trusty notebook by my side. Later, I transfer those notes to Notion, my go-to note-taking app.
As for my daily routine, I’m a morning person, usually up and about between 6:30 and 7:00 AM. I like to kick off my mornings by catching up on the latest news and browsing through Twitter and Reddit to stay updated. On most days, I go for short walks to energize before starting my day at around 8:30 AM.
My day is a balanced mix of meetings, planning, and hands-on work. I make it a point to dedicate some time each week to update our design system roadmap and capture opportunities in our backlog. This practice helps us maintain focus and stay on course. One of my favorite weekly events is our design shareouts and critique sessions. It’s a great opportunity to keep up with our team’s work and ensure we’re all on the same page.
When the workday ends, my wife and I try to make the most of the long summer days by taking leisurely walks, cooking dinner together, or simply relaxing outdoors. These moments make each day special, helping me unwind, prepare, and look forward to the next day.
What is one design system component that has been a challenge to design or implement?
That’s an easy one: tables. They are incredibly tricky as they come in all shapes and sizes and can be packed with interactive features like sorting, filtering, expanding, and collapsing. They are also often difficult to implement responsively, especially using native HTML markup. We try our best to simplify and abstract components in our Figma library, but tables can really test our patience.
Let’s say time travel exists. What’s one piece of advice you would give yourself at the start of your career?
Embrace the imposter syndrome. Stepping into the world of design at the age of 13 was an exciting learning journey. However, as I dove in deeper, I began to feel like an outsider — a feeling that was amplified by the absence of a structured educational background in design. But then, I slowly began to realize that this unsettling feeling is actually a sign of growth. It means I’m pushing myself and my creative abilities further and recognizing my potential.
Here’s a follow-up piece of advice — don’t wait around for a Master Yoda to offer reassurances. Every design you create or project you contribute to is a learning experience and an opportunity to refine and expand your skills. Feeling uncertain or out of place can be a natural part of the creative process. Don’t resist these feelings! Instead, lean into them and recognize them as proof of your dedication to improving your craft. Remember, all great designers had to start somewhere and face their own self-doubt. Your journey as a designer is unique. It’s not about waiting for someone to validate your skills, but about taking charge, exploring, and refining your creative potential.
What are you currently reading or listening to?
I recently came across a book called “Bunker: Building for the End Times” by Bradley Garrett. This book delves into the concept of bunkers, which are secure places constructed to shelter humanity from significant catastrophes such as diseases, climate change, or war. Interestingly, this resembles the vaults featured in one of my all-time favourite role-playing games, Fallout, developed by Bethesda. The game is set in a world ravaged by nuclear war and offers a unique combination of retro and futuristic settings. It includes large underground shelters built by a group called Vault-Tec, designed to protect people from nuclear fallout.
Garrett’s book explores the increasing trend of individuals preparing for major disasters, a practice often dubbed as “prepping” or gearing up for “Doomsday.” According to Garrett, these bunkers embody our deepest fears, and their signs can be spotted everywhere — in shopping centres, gated communities, and even the cars we drive. But most notably, these bunkers exist in our minds, implying that we’re constantly thinking about how to maintain our safety — pretty wild!
On a different note, I absolutely enjoy listening to synthwave music. It’s the ’80s vibe that really gets me.
What would you tell others who want to get into designing for design systems?
I believe it’s essential to recognize that your contributions to a design system can go well beyond designing individual UI components. In fact, a well-implemented design system can profoundly shape the design methodologies within your company. It can affect not only the process of design decision-making but also influence team collaboration and, ultimately, the way products are built. For instance, our design system working group engages with cross-functional teams to identify and implement design patterns that further enhance consistency in our experiences.
The systems thinking approach, which I previously touched upon, plays a pivotal role here. This approach moves away from handling individual problems in isolation. Instead, it encourages us to grasp the interconnectedness and interdependencies among different parts of the product. By recognizing patterns at a holistic level and considering the potential impacts of changes to one area on the others, we can contribute to building robust design systems that better serve our teams.
Where can people connect with you?
Please join me on Twitter or LinkedIn. I’m always up for a good talk about design systems, Formula 1, or video games. Looking forward to chatting!
