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Assel Abilova is an extraordinary product designer whose mastery of design thinking and design systems sets her apart as a true leader in her field. As her manager, I saw directly that her profound empathy for customers drives her to uncover meaningful insights through meticulous research, surveys, and testing, ensuring her designs resonate deeply and deliver exceptional value. Fueled by an insatiable curiosity for solving complex problems, Assel combines creativity, strategy, and heart to craft solutions that leave a lasting impact and inspire those around her.

Assel is an amazing product designer whose passion and dedication shine through in every project she undertakes. It has been a privilege to collaborate with someone who consistently delivers thoughtful, user-centered designs that make a meaningful impact. Her dedication to refining and perfecting her work is matched only by her infectious excitement for the product, which energizes everyone around her. Assel’s curiosity and commitment to continuous growth are inspiring, and she approaches every challenge as an opportunity to learn and innovate. She is always willing to offer thoughtful, actionable feedback and provide unwavering support, making her not only an exceptional designer but also an invaluable teammate.

I had the pleasure of working with Assel as a product designer at Azibo. She worked on several key features for the product that added a tremendous amount of value for our our customers, and she impressed me with her user-centered approach and collaborative approach to design. In our design reviews she received my direct and candid feedback well while standing up for her own designs. She worked closely with Product, Front-End and Back-End Engineering, and Customer Support teams. During her time at Azibo, she won both the first Azibo Hackathon and received the Azibo Impact Award which is an award granted by the entire Azibo team.

I worked with Assel on our payments product, and she brought so much more than great design. She took the initiative to talk directly with customers, turning real feedback into clear, thoughtful solutions. That combination of empathy and craft made a real difference in the quality of what we shipped. Highly recommend her to any product team.

Assel and I worked on the design team together for about a year at Built. During that time, she supported two teams at once, each with different users and different problems. While her PM was out, she picked up that work too—writing PRDs, scoping work, and running acceptance tests. She also stepped up to present for the team in sprint reviews, representing their work clearly to the whole company. I saw enough of her work and her thinking to say with confidence that I'd put her on any product team.