SVC.01
Product Strategy
Great products don't begin in Figma.
We help teams understand the problem before designing the solution through workshops, discovery, user research and rapid validation.
Souliga · Product Design Studio
Product design for ambitious software companies.
We help startups and enterprise teams design products people actually want to use, from AI-native experiences to complex SaaS platforms.
Every decision is grounded in research, validated with real users, and built to move the business forward.
Designing across
AI PlatformsLegalTechFinTechData-intensive platformsEnterprise SaaS
What we do
Four ways we move products forward.
01 / 04
SVC.02
Product Design
Products that feel simple, even when the tech isn't.
From enterprise software to AI-powered applications, we focus on clarity, usability and measurable outcomes.
SVC.03
AI Product Design
AI changes interfaces. It changes how products behave.
We help companies move beyond chatbots and build AI experiences that solve real problems, designing confidence, transparency, feedback loops, human oversight and workflows people understand.
AI agentsHuman-in-the-loopPrompt experiencesAI evaluation
SVC.04
Product Validation
The fastest way to waste budget is building the wrong thing.
We validate ideas early through interactive prototypes, usability testing and rapid experimentation, so teams can reduce risk before development begins.
Our approach
Every engagement follows the same principles.
01
Understand first
We learn your business, customers and technical constraints before proposing solutions.
02
Validate continuously
Ideas become prototypes. Prototypes become feedback. Feedback shapes the product.
03
Design collaboratively
The best products come from designers, engineers and product teams working together.
04
Measure outcomes
Success is measured through adoption, efficiency, engagement and business impact.
Selected outcomes
Measurable results across AI-powered SaaS products.
Thousands of hours saved through workflow automation
Faster task completion across enterprise platforms
Increased adoption of complex AI features
Improved retention through clearer product experiences
Faster product development through reusable design systems
Lower delivery risk through research-led decisions
Selected work
Featured projects
View all workWhy Souliga
We don't sell screens. We help organisations make better product decisions.
Our background spans complex enterprise software, AI products and high-stakes workflows where trust, clarity and performance matter. We've designed products used by auditors, lawyers, analysts and enterprise teams working with large volumes of critical information.
That experience means we're comfortable working where complexity is unavoidable, helping teams simplify without losing capability.
Who we work with
Souliga partners with
SaaS startupsScaleupsEnterprise software companiesAI-first businessesProduct teams needing senior design leadershipFounders building their first productOrganisations modernising legacy platforms
Whether you need strategic direction, end-to-end product design or senior product leadership embedded within your team, we adapt to where you're most valuable.
About
Founder-led, senior throughout.
Jay Echteld
Founder · Lead Product Designer
Souliga was founded by Jay Echteld, a Lead Product Designer with experience designing AI-powered products across legal, financial and enterprise software.
Over the last decade, Jay has helped organisations move from early concepts to production-ready platforms, introducing research-led design practices, scalable systems and AI-native ways of working. Souliga combines product thinking, technical understanding and business strategy to help teams build products that create lasting value.
Let's talk
Let's build something people love.
Whether you're defining an MVP, redesigning an enterprise platform or exploring what AI makes possible, we'd love to hear about it.