Seth Kornfeld | Design & Strategy

I design digital tools and spaces for real people.

Work

The Rowena Group

Sauce Usage Analytics

Our new analytics designs resulted in increased usage and positive user feedback. Our roadmap became a company priority.

Sauce Proxy Diagnostics

Customer Support was generous with their time in helping us understand proxy troubleshooting. The output of our collaboration helped address 80% of ZenDesk tickets.

Sauce Visual Testing

We 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 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 our design was not realized in the first release. It took several iterations 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 addressed 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 a 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.

Sauce Design System

We created a set of 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 our design was not realized in the first release. It took several iterations to reach an acceptable level of usability.

Sauce Usage Analytics

Our new analytics designs resulted in increased usage and positive user feedback. Our roadmap became a company priority.

Sauce Visual Testing

We 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

Customer Support was generous with their time in helping us understand proxy troubleshooting. The output of our collaboration helped address 80% of 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 a 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 addressed 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.

About Me

Seth D. Kornfeld
Product Design & Strategy

Summary:

I help companies turn user needs and business constraints into clear and actionable product design strategies. With 20+ years of experience across B2B SaaS and platform products, I partner with executive and product leaders to establish scalable design and discovery practices, clarify priorities, and strengthen decision-making.

Previously, I led design teams at Sauce Labs and Bluetooth, building foundations that supported product growth and transformation. Today, I advise companies on product direction 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