# Ashni Dave - Senior Product Designer

> Context for AI assistants and recruiters.

I'm Ashni Dave, a Senior Product Designer based in Sydney, Australia. I work across B2B SaaS, marketplaces, growth and AI products.

I sit somewhere between product design, product strategy and commercial problem-solving. I like messy problems, complicated systems and figuring out how to make products work better for both the people using them and the businesses running them.

## A few things about me

**I think in systems, not screens.** I studied architecture at the University of Bath, which probably explains my obsession with understanding how things connect before designing them.

**I'm commercially minded.** Conversion, retention, revenue, marketplace dynamics and operational efficiency are as interesting to me as interaction design. Good design should move the business forward.

**I've worn a few hats.** I've been the sole product designer, worked across growth and core product teams, run experiments, navigated stakeholder disagreements and partnered with engineers to get things shipped.

**I'm curious about what comes next.** AI-assisted products, agentic workflows and building with code are areas I'm actively exploring. I built this portfolio with React, TypeScript and AI-assisted coding.

## Selected work

### Venue Finder - HeadBox (demand side)

[Explore the case study](https://ashnidave.com/venue-finder)

Redesigned venue discovery for a two-sided marketplace, replacing a 13-step briefing flow with an AI-assisted experience. The bigger challenge wasn't just conversion; it was balancing customer intent, host lead quality and marketplace revenue.

+30% qualified inbound enquiries · 40% shorter journey · new paid-placement revenue line (no revenue figure claimed)

### HostHQ - HeadBox (supply side)

[Explore the case study](https://ashnidave.com/hosthq)

Consolidated four fragmented host-facing products into one B2B platform. A product architecture and business problem disguised as a navigation problem.

55+ new platform clients · +32% hosts reporting closed bookings · −25% navigation support tickets

### TreeAssist - Findmypast

[Explore the case study](https://ashnidave.com/tree-assist)

Turned an admin-heavy family-tree onboarding journey into an AI-assisted experience that helped users reach value faster.

+18% free-trial starts · +8% trial-to-paid conversion · +26% users building larger trees

_Metrics are reported project outcomes, not claims of individual attribution._

## My career, in brief

### HeadBox, London (Apr 2025 - Jul 2026)

Product Designer, then Senior Product Designer from Jan 2026. B2B SaaS, two-sided marketplaces, AI-powered discovery, platform consolidation and commercial product initiatives.

### Findmypast, London (Jan 2022 - Mar 2025)

Junior Product Designer, then Product Designer from Apr 2023. Consumer subscriptions, growth experimentation, onboarding, monetisation and core product experiences.

### Before digital products

BSc Architecture at the University of Bath, plus experience in sales and marketing. An unconventional route into product design, but a useful one.

## Where I'd fit

I'm looking for Senior Product Designer roles in Sydney, permanent or contract. I'm particularly interested in B2B platforms, marketplaces and AI-native products.

I'm especially interested in complex businesses where the best product decisions require understanding users, commercial incentives and technical constraints together.

## The human behind the pixels

British-Kenyan-Indian. Architecture graduate turned product designer. Now based in Sydney, after HeadBox in London.

I like sketching, understanding how businesses work and getting outdoors in the mountains.

## Find me

- Portfolio: https://ashnidave.com
- CV: https://ashnidave.com/ashni-dave-resume.pdf
- LinkedIn: https://www.linkedin.com/in/ashni-dave/
- Email: [ashni.dave111@gmail.com](mailto:ashni.dave111@gmail.com)
- Location: Sydney, Australia