Seth Kornfeld | Design & Strategy

I design digital tools and spaces for real people.

Work

The Rowena Group

Sauce Usage Analytics

“Our new analytics designs received a positive response from users. Increased usage demonstrated how informed improvements can help our customers. Our roadmap became a company priority.”

Sauce Proxy Diagnostics

The Sauce Customer Support Team was generous with their time in helping us understand proxy troubleshooting. And they were pleased with the output of our collaboration. “This will address 80% of our ZenDesk tickets.”

Sauce Visual Testing

“Visual immediately saw an uptick in usage. Average daily snapshots increased from 400 to 5,800, indicating that users were adding Visual to their test plans at scale.”

Sauce Design System

“We created a set of Figma components to cover our basic needs. As a result, our new designs took significantly less time to create and were aligned across all product teams.”

Specification Development

“This project was a large undertaking. Much of the UX meant to make users’ lives easier was not realized in the first release. It took many feedback sessions and subsequent releases to reach an acceptable level of usability.”

Part of a HCI graduate program at the University of Washington, our assignment was to design for good. Our team wanted to address child obesity by helping young people take charge of their diets, their health, and their lives.

Website Redesign

“Members ranked the new Bluetooth website as the most improved aspect of the organization and was the number one reason for an overall 6% increase in member satisfaction.”

Mozy File Restore

“There was a 30% reduction in support tickets in the first month after launch compared to the previous six months. Not bad.”

Sauce Design System

“We created a set of Figma components to cover our basic needs. As a result, our new designs took significantly less time to create and were aligned across all product teams.”

Specification Development

“This project was a large undertaking. Much of the UX meant to make users’ lives easier was not realized in the first release. It took many feedback sessions and subsequent releases to reach an acceptable level of usability.”

Sauce Usage Analytics

“Our new analytics designs received a positive response from users. Increased usage demonstrated how informed improvements can help our customers. Our roadmap became a company priority.”

Sauce Visual Testing

“Visual immediately saw an uptick in usage. Average daily snapshots increased from 400 to 5,800, indicating that users were adding Visual to their test plans at scale.”

Sauce Proxy Diagnostics

The Sauce Customer Support Team was generous with their time in helping us understand proxy troubleshooting. And they were pleased with the output of our collaboration. “This will address 80% of our ZenDesk tickets.”

The Rowena Group

Website Redesign

“Members ranked the new Bluetooth website as the most improved aspect of the organization and was the number one reason for an overall 6% increase in member satisfaction.”

Part of a HCI graduate program at the University of Washington, our assignment was to design for good. Our team wanted to address child obesity by helping young people take charge of their diets, their health, and their lives.

Mozy File Restore

“There was a 30% reduction in support tickets in the first month after launch compared to the previous six months. Not bad.”

About

Seth D. Kornfeld
Product Design & Strategy

I help organizations translate complex user, technical, and business constraints into clear product strategy and actionable design direction. With 20+ years of experience across B2B SaaS, platform products, and standards-driven ecosystems, I specialize in aligning product vision, discovery, and execution in environments with high ambiguity and multiple stakeholders.

My work focuses on decision clarity. I partner with executive, product, and engineering leaders through strategy definition, facilitated discovery, and embedded advisory support.

Previously, I led and scaled design organizations at Sauce Labs and Bluetooth, where I built teams, established research and design system foundations, and guided complex products through growth and transformation. Today, I advise companies on product direction, design strategy, and organizational alignment.

Expertise:

Product & Design Strategy Advisory
Executive & Cross-Functional Facilitation
Product Discovery & Decision Frameworks
Design Systems Strategy & Governance
Multi-Stakeholder & Platform UX
User Research Strategy & Synthesis
Design Leadership & Org Design