About RogueUX
RogueUX is a web and product studio. We research, design, build and ship websites and products that mission-driven teams can run on their own, and we are careful and open about where AI helps.
Why RogueUX exists
RogueUX was founded in Toronto in 2021 by Ahmed Mahrakawy, after years designing products at an agency for clients like RBC and Mozilla. RogueUX was built around one promise: you should be able to run what we make. That means research before design, a platform chosen for the team who will maintain it, a design system rather than a pile of pages, and training before launch.
What do we think AI actually changes?
Less than the headlines say, and more than the sceptics admit. AI has not changed what makes a website or product good: knowing who it is for, what they need, and building something their team can keep running. It has changed how fast a small studio can get from a research finding to a working prototype, and how much of the routine work of a build can be checked rather than done by hand.
We use AI tools for first drafts, code review and accessibility checks, with a person responsible for every deliverable. We do not use it to generate imagery of people, and we do not send a client’s unpublished material to an AI provider without their agreement. When we propose an AI feature to a client, it is one a human approves before it acts. If an organisation is wary of AI, that wariness is usually well founded, and we would rather earn trust slowly than ask for it.
Who is behind it
Ahmed Mahrakawy
Product designer and design engineer with over ten years of experience, based in Toronto. Ahmed leads research, design and engineering on every RogueUX project, and previously designed Youth Mode for RBC’s mobile banking app and the design system for Mozilla’s Community Portal. B.Sc. Psychology, Carleton University; UX/UI Design diploma, BrainStation.
Work with RogueUX
Tell us what you are trying to build and we will come back with an honest view of scope and timeline.