About us

Who is Anele?

Letter from the Founder

6 year old Elena would be jazzed to know that when she grew up, people would pay her to ask questions and figure out intricate solutions…

You know when your mom would leave laundry at the foot of the stairs hoping you would take it up, and then you always forgot to?

‍When I was a kid, I created a Rube Goldberg-style catapult that could launch stuff from the 1st to 2nd floor, so I could make an annoying, yet necessary task easier...and more fun.

I've traded those clean socks in for manufacturing catalyzers, nursing documentation, and pipeline monitoring.

I created Anele because there's much more to product design and UX than making screens. I wanted to offer my clients more than a bandaid solution that typical UX freelancers do and build something that went beyond something that felt very transactional and to bring creatives and strategists together that were just as excited about figuring stuff out and asking tough questions.

Letter from the Founder

6-year-old Elena would be jazzed to know that when she grew up, people would pay her to ask questions and figure out intricate solutions.

You know when your mom would leave laundry at the foot of the stairs, hoping you'd take it up, and you'd always forget? When I was a kid, I built a Rube Goldberg-style catapult that could launch stuff from the 1st to the 2nd floor. Mission accomplished… (she never said how)

I've traded clean socks for manufacturing catalyzers, nursing documentation, AI legal platforms, and pipeline monitoring. Different industries, same instinct.

The work is figuring out why something feels broken, not just making it look better.

I started Anele because there's much more to product design than making screens.

Freelancers were order takers: take a ticket, ship a file, repeat. Agencies were too removed from the product to actually solve anything, keeping things very transactional and not zooming out.

I wanted to build something in between: a small team that has a close relationship with each client, asks the hard questions, uncovers the requirements and business goals without waiting on a product manager, and treats the work like we're part of the company instead of vendors billing hours.

If you're building fast and the product is starting to outpace the design behind it, that's where we come in.

We are so excited to get into your world with you,

Elena Haskins

The Core Team

Elena Haskins

CEO and Head of Product Design, Founder

Elena leans into the interaction design and systems approach when tackling product design, treating every feature as a part of a whole, rather than one-offs that eventually get disjointed. She started her career with enterprise UX interaction design, but realized that what filled her cup was boots on the ground with startups that build complex tools for specialized industries. She's designed SaaS products for the medical, manufacturing, oil and gas, legal, agriculture (and more!) industries.

Peter Pham

Product Designer

Peter specializes in UX/UI and interaction and has built innovative solutions at an award-winning, fast-paced design agencies for companies like JPMorgan Chase, Apple, T-Mobile, and Qualcomm. His biggest goal as a designer is to to create a direct impact for businesses who are underrepresented and to continue being a strong advocate for the art of accessible, intuitive, and intentional product design.

See if we are a fit together

See if we are a fit together

Elena co-led strategy and interaction design on the NFL "Ways to Watch Project", a new experience that helps users navigate the nuances of game rights and streaming.

Her rapid adaptation to a new industry was remarkable; she quickly grasped NFL-specific terminology and game schedule intricacies.

Elena's clear and enthusiastic communication style delighted our clients, who were thrilled with her work and partnership. Her deliverables included well-structured wireframes and thorough documentation, all created in close collaboration with our visual and research teams.Elena's work was an integral part of this project's success, and I could not recommend her more highly!

Arjun Kalyanpur

Senior Director Product Strategy, Code and Theory - NFL Client

I was blown away at how much we were able to uncover in the OOUX workshop.

My team was almost ready to launch our web platform for athletic coaches and wanted to be 100% certain we had everything needed.

The workshop ensured we laid everything out, dove into the details to discern what was missing, and understood how everything tied together. We were able to identify any gaps and cover them before launch.

Plus, the object guide was really helpful to keep the entire team on the same page, especially for those that couldn’t make the workshop

Nyla Pollard

Founder, Ballin'

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Elena co-led strategy and interaction design on the NFL "Ways to Watch Project", a new experience that helps users navigate the nuances of game rights and streaming.

Her rapid adaptation to a new industry was remarkable; she quickly grasped NFL-specific terminology and game schedule intricacies.

Elena's clear and enthusiastic communication style delighted our clients, who were thrilled with her work and partnership. Her deliverables included well-structured wireframes and thorough documentation, all created in close collaboration with our visual and research teams.Elena's work was an integral part of this project's success, and I could not recommend her more highly!

Arjun Kalyanpur

Senior Director Product Strategy, Code and Theory - NFL Client

I was blown away at how much we were able to uncover in the OOUX workshop.

My team was almost ready to launch our web platform for athletic coaches and wanted to be 100% certain we had everything needed.

The workshop ensured we laid everything out, dove into the details to discern what was missing, and understood how everything tied together. We were able to identify any gaps and cover them before launch.

Plus, the object guide was really helpful to keep the entire team on the same page, especially for those that couldn’t make the workshop

Nyla Pollard

Founder, Ballin'

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