In today’s dynamic digital landscape, product design goes far beyond aesthetics, it’s about crafting systems that are intuitive, inclusive, and capable of making an impact at scale. Few embody this approach as clearly as HABEEB AZEEZ, a product designer at Brass, whose path into design is marked by both talent and foresight. In this interview, he reflects on his journey into product design, the principles that guide his work, and how he’s leveraging design to drive change, both within his organization and throughout Africa’s growing tech scene.
Can you walk us through your journey into product design — and what unique perspective you bring to the field today?
My journey into product design wasn’t linear. I started out with a strong curiosity for how digital experiences shape behaviour, and that evolved into a desire to build things that actually solve problems. I didn’t go to design school; I learned by doing, contributing to open-source projects, taking on freelance gigs, and eventually working my way into roles where I could create meaningful impact.
What sets me apart is my focus on accessibility and inclusion, particularly in African contexts. I design with constraints in mind like unreliable internet or limited device storage because I’ve seen first-hand how these barriers can exclude people. My perspective is shaped by building for scale and for people who aren’t always at the centre of tech conversations.
You’ve worked on products that touch financial inclusion — what design challenges have you encountered when building for underserved users, and how did you solve them?
At Brass, we serve a wide range of users, including many who are new to digital finance. One challenge we constantly face is designing interfaces that feel intuitive, even for users with low tech literacy. For instance, when working on the shared account feature, we found that some users didn’t understand abstract financial terms or multi-step flows.
What sets me apart is my focus on accessibility and inclusion, particularly in African contexts. I design with constraints in mind like unreliable internet or limited device storage because I’ve seen first-hand how these barriers can exclude people.
We responded by simplifying language, testing visuals that could communicate ideas faster, and reducing cognitive load across the experience. Instead of designing for the “ideal user,” we design for the real context, what devices they use, what assumptions they have, and how fast they need to get things done.
In what ways do you see design as a strategic driver for business outcomes in tech products — not just aesthetics or usability?
Design isn’t just about how things look, it’s about how they work, how they scale, and how they influence behaviour. Good design reduces churn, increases user trust, and creates clarity in the product’s value proposition.
For example, when we improved the dashboard flow for business owners, we weren’t just tweaking layouts, we were reducing the time it took for them to access key insights, which helped them make faster business decisions. That is design contributing directly to revenue and retention.
Design is at its most powerful when it’s involved early, in defining the problem, not just polishing the solution.
How do you balance user empathy with stakeholder expectations, especially in fast-paced or high-growth tech environments?
It’s not always easy, but I try to frame design decisions around shared goals. Stakeholders often care about metrics, speed, cost, growth so I translate user needs into how they impact those metrics. For example, if we discover that users are confused by a payment step, I don’t just say, “we need to redesign it”. I say, “we’re seeing drop-offs that are hurting conversion, here’s a faster path we can test.”
Design isn’t just about how things look, it’s about how they work, how they scale, and how they influence behaviour. Good design reduces churn, increases user trust, and creates clarity in the product’s value proposition.
Being empathetic to users doesn’t mean disregarding business needs, it simply means aligning the two. That’s where influence really happens as a designer.
What emerging design trends or technologies are you currently excited about, and how are you experimenting with them?
I’m really excited about the intersection of 3D design and user interfaces, using tools like Blender to explore motion and storytelling in product experiences. I think we’re moving into a space where interfaces won’t be just flat screens, they’ll be immersive, playful, and deeply interactive.
I’m also experimenting with AI-assisted tooling, not just for efficiency, but to unlock new creative workflows. These tools are reshaping how we think about iteration, research, and accessibility, and I want to be part of shaping how they’re used responsibly.
You’ve contributed to open-source tools and public speaking — what drives you to share knowledge with the wider design and tech community?
I believe knowledge shouldn’t be gate-kept. When I was learning, the design community, especially platforms like Twitter, gave me access to resources that made all the difference. Now, I see sharing as both a responsibility and a way to grow.
Through my talks and open-source contributions, I try to offer practical insights, especially for designers in emerging markets who may not have access to the same opportunities. It’s not just about visibility, it’s about creating pathways for others.
How do you stay grounded and continue learning while working in such a rapidly evolving field?
I stay curious. I treat every project as a chance to learn something new, whether that’s a new workflow, a new user segment, or a new technical constraint. I also actively seek feedback, not just from designers but from engineers, PMs, and even users.
Outside work, I study things adjacent to design, storytelling, animation, and even game design, because they help me think differently. Staying grounded for me means staying connected to the purpose behind the pixels.
Through my talks and open-source contributions, I try to offer practical insights, especially for designers in emerging markets who may not have access to the same opportunities. It’s not just about visibility, it’s about creating pathways for others.
What advice would you give to designers trying to break into product design today — especially in emerging markets?
Start with solving real problems. Don’t wait for perfect tools or perfect briefs. Look around you, there are problems worth solving in your community, and design can be your way of addressing them.
Also, share your work. Write about your process, publish your files, join communities. Visibility opens doors. And finally, learn to think beyond visuals. Product design is as much about systems, users, and decisions as it is about screens.
Looking ahead, what kind of impact do you want your work to have on the industry or society at large?
I’m driven by the idea that design can remove friction and unlock potential. Long-term, I want to help shape better ecosystems, by mentoring, building communities, and creating platforms where other creatives and technologists can thrive. It’s not just about the products I design, it’s about the ripple effects they create.
