Tobias Negele

👋🏻 Say hello!

I'm Toby, a German-born designer creating stories, systems and experiences in Victoria, Canada. Currently Senior Staff Product Designer at Shopify.

Shopify

As a craft leader, I identify high-impact opportunities within products and ecosystems, driving strategic initiatives that unify entire business groups under a cohesive vision. I lead UX for vision-setting, 0 to 1 projects that elevate features, product areas, and platforms to the next level.

I also played a key role in creating, establishing, and maintaining the Shopify Retail Design System—along with its processes and tools—as the team expanded from 10 to over 50 designers.

'16-24

Stylight

As a senior designer and design lead I envisioned and created experiences that helped millions find inspiration and shop products across fashion, beauty and home & living verticals on mobile devices. I helped grow a product design team and mentored other UX adjacent disciplines.

'13-16

'13-'16

coeno

I designed solutions for a variety of different platforms with a focus on streaming platforms and second screen experiences.

'12-13

'19-'23

Various agencies

My background is in traditional graphic, print and brand design. I worked for multiple different agencies over the years and got into product design after I held the first iPhone in my hand.

'09-12

'19-'23

Writing

Building a local design system

How we use Figma templates to facilitate collaboration

Lovers Magazine Interview