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Ajayi Feyikemi Mabel
Product & Software Designer, also known as Simplypheyie. Lead Product Designer
at IQ.wiki, based in Osun, Nigeria.
About
I became curious about design long before I knew what product design was. Growing up
left-handed made me constantly notice how everyday experiences, from classroom chairs to
simple tools, were often designed without certain users in mind. That curiosity eventually
evolved into a passion for creating products that feel intuitive, accessible, and genuinely
thoughtful.
Today, I design complex digital products with a focus on clarity, structure, and usability.
I enjoy working through ambiguity, simplifying complex systems, and shaping experiences that
feel intuitive without sacrificing depth. I incorporate AI into my workflow where it adds
value, primarily as a tool for exploration, iteration, and execution, while keeping the
focus on thoughtful product decisions, strong systems thinking, and well-crafted experiences.
Work
- IQ.wiki, a crypto-native knowledge base built for how people actually research Web3.
- Sophia, a crypto-native AI editor that creates, edits and shares knowledge in real time.
- VibeCafe, a lofi space I built because the one I wanted did not exist.
- Flyleaf, three apps for one reading life: a journal, an ebook reader, and a place for reviews.
- Reachin’, a cloth donation app for people who want to give but keep finding reasons not to.
- AetherDex, a privacy-focused exchange for AI and DePIN tokens.
- SDA Hymnal, both hymnals in one app, on a phone, a laptop, or the screen at the front of the church.
- IQ Arcade, seven small daily crypto games for IQ.wiki, where every answer links back to its wiki page.
- Naija Farm, my farming game, live to play.
Experience
- Lead Product Designer at IQ.wiki (BrainDAO), 2022 to present
- UX Designer at ZuriChat, 2021
- UX Design Intern at HNG Internship, 2021
- UX Design Intern at Zuri Internship, 2021
Skills
User Research, Visual Design, Product Thinking, Wireframing, User Testing and Usability
Testing, Prototyping, and Design Systems. Tools: Figma, FigJam, Whimsical, Miro, Notion,
Claude Code, and Tilda.
Education
- B.Sc. Biochemistry, Obafemi Awolowo University
- Google UX Design Professional Certificate (Coursera)
- Digital Skills: User Experience (FutureLearn)
- Motion Design with Figma (Udemy)
- Responsive Web Design (freeCodeCamp)
Elsewhere