ruth kerbawy

Thoughtful design,
grounded in how people think

Hi, I'm Ruth Kerbawy, a Product Designer with 6+ years of experience building B2B SaaS products. My work blends research, systems thinking, and visual craft into design that's clear and considered.

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Selected Work

Case Studies

Composited screenshots of the Strategic Alignment feature in Cognota, showing goal tracking and project linkage.

COGNOTA • 2025

Connecting Learning Work to Goals

Goal setting that ties learning work to company strategy, so L&D teams have evidence of how their work moves the business.

  • Research
  • Strategy
  • UX Design
View Case Study
Screenshot of the Task Bundles feature in Cognota, showing an update task modal with dependency fields over a task list table.

COGNOTA • 2026

Streamlining Project Setup

Dependencies and relative dates that turn manual project setup into a reusable template. Unblocked 10 strategic accounts.

  • Research
  • Strategy
  • UX Design
View Case Study
Screenshot of Cognota's NextGen platform, showing a task detail page and a dashboard with overdue items, approvals, and weekly availability.

COGNOTA • 2026

Building Trust in NextGen

Visual redesign of the next-gen platform, turning alpha testers' "clunky" feedback into an interface people trust enough to adopt.

  • Research
  • Visual Design
  • UX Design
View Case Study

Experience

Nov 2019 - Jul 2026

COGNOTA • Toronto, ON, Canada (Remote)

Product Designer

Product design for a B2B learning operations platform. Working across the full design cycle, from qualitative research and customer interviews to interaction design, prototyping, and design systems, building tools that help L&D teams plan, design, and deliver learning at scale.

Sep 2018 - Oct 2019

SLOGAN COMUNICACIÓN PUBLICITARIA • Merida, YUC, Mexico

Digital Designer

Visual design for advertising campaigns and brand communications. Produced creative assets across digital channels, contributing to brand consistency and campaign effectiveness.

Jun 2016 - Sep 2018

LOCKER AGENCIA • Merida, YUC, Mexico

Web Designer

UI/UX design for client websites across brand and marketing sites, building a strong foundation in design systems and user-focused web experiences.

Education

2012 - 2017

UNIVERSIDAD MARISTA DE MÉRIDA

Bachelor's in Graphic Design

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Ruth Kerbawy standing on a lakeside path in autumn.

About

Designing for the way people think and work

I'm a product designer with 6+ years building B2B SaaS products. I'm happiest working on messy, complex workflows, where getting the details right makes someone's day a little easier.

Over time, my role has grown from execution into broader product ownership. I like working closely with PM and engineering, helping shape what we build next, and using AI-driven workflows to keep things moving.

What I bring

  • Qualitative Research & Data Collection
  • Interaction Design & Prototyping
  • Visual Design & Design Systems
  • Product Thinking & Strategy
  • Cross-functional Collaboration

Contact

Get in Touch

I'm open to new projects, conversations, and collaborations. Say hello.

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