Behind the Work
Always asking why, until the
answers start to look beautiful.
why.
simple.
intention.
I’m Edidiong Kalu, a product designer with a soft spot for strategy and storytelling. I help product owners see possibilities they didn’t know existed, and turn them into designs that sell, scale, and make people feel seen.Curiosity is my secret ingredient. It’s what drives my research, shapes my ideas, and keeps my designs grounded in real human needs. Whether I’m mapping user journeys or refining a button state, I design with one goal in mind - to make growth feel simple, intentional, and human.Over the years, my work has revolved around understanding people; their habits, frustrations, and what truly makes them engage. From uncovering insights through research to shaping design systems that bring ideas to life, I’ve learnt that great products are born from listening first and designing second. Every project has deepened my curiosity for how design influences behaviour and how small, intentional changes can transform the way people experience a product.
At KoboSmart, I led the end-to-end design of a multi-role mobile and web platform that simplifies estate management and digital bill payments. I collaborated closely with product managers, engineers, and business leads to design experiences for residents, estate admins, security officers, and super admins. I crafted high-fidelity prototypes and tested with real residents and estate admins. My designs helped transform a fragmented manual process into a connected, transparent, and scalable platform.
At Whim, I collaborated with a diverse, cross-functional team to shape new product experiences across multiple platforms. My focus was turning user insight into clear, usable designs that accelerated development and supported strategic decision-making. By creating multi-platform design assets and interactive prototypes, I helped cut development time and contributed to investor pitches that raised over $5M. Every project deepened my understanding of how thoughtful design and strong collaboration drive both innovation and efficiency.
At Datamellon I worked closely with engineers, researchers and product owners to convert user research into practical design solutions. Through user profiling, task analysis and iterative testing, we increased product usage and reduced bounce rates across target audiences. The role reinforced that great design begins with deep empathy — small, evidence-backed decisions produced measurable engagement gains.
When I joined Dillivry, the logistics app was underperforming due to poor navigation and usability. I led a redesign focused on simplification and improved user flow, collaborating tightly with developers, marketers and QA. Post-release we reduced user-reported errors by 50% and saw a significant revenue lift — a clear example of how clarity in UX translates to business impact.
At Glofuncart I combined product direction with user research to untangle pain points across the shopping journey. By analysing behaviour, running stakeholder interviews and prioritising fixes, we redesigned checkout flows and search interactions that cut checkout errors by 75% and grew revenue by 40%. The role sharpened my belief that research-led product decisions scale better and faster.
