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.

View My Work Get in Touch

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

Download CV
Ruth Kerbawy standing on a lakeside path in autumn.

About

Designing for the way people think and work

I believe good design starts with understanding people. I'm a Product Designer with 6+ years of experience building B2B SaaS products. Over the past several years, my role has grown from execution into broader product ownership, partnering directly with PM and engineering, helping shape what we build next, and using AI-driven workflows to sustain momentum.

I lead end-to-end design: research, interaction design, visual craft and systems-level thinking, applied to complex workflows. Good design helps teams do their best work and enjoy doing it.

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.

Email LinkedIn