Alaa Mendili

Hello 👋🏽 — I'm Alaa (he/him), a product design and technology leader based in Seattle via New York, Stockholm, Montréal, and Casablanca.

Over the past 18 years, I've driven innovation and creative excellence, turning ideas into meaningful products and experiences people love. With hands-on experience, an approach rooted in research and a love for bridging modern technology and culture, I have led and inspired teams to create across various mediums for some of the world's most influential brands and artists.

I am currently consulting with Yuga Labs on design and innovation, helping define a vision for new products that build culture on the blockchain. My experience also includes building a product design team from the ground up at Dapper Labs, bootstrapping a fitness startup called Dance Church GO, and developing bold new shopping experiences for Amazon's Concept Lab.

Work Experience

  • Dapper Labs

    Head of Product Design



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    As Head of Product Design, reporting to the Chief Product Officer, I worked primarily with , the team within Dapper Labs bringing DAOs (Decentralized Autonomous Organizations) to the mainstream. I built the product design team from the ground up, defined and implemented processes, and worked closely with the product and engineering teams, as well as stakeholders across the company to deliver a suite of core tooling for DAOs. These tools are supporting communities, creators, and their audiences to easily launch and grow their DAO.
  • Grip

    Co-Founder & CEO


    2021 - 2022

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    is a Web3 marketplace for skateboarding digital collectibles featuring the world's best skateboarders. I identified a gap in how skateboarders earn their living-largely through sponsorships-and saw an opportunity to leverage Web3 technologies, such as NFTs, to change the economics of skateboarding and provide deeper interaction between creators and fans. From defining the vision to marketing to designing and developing the platform, I had a hand in every part of the process in bringing this project to life.
  • Dance Church Go

    Co-Founder & CPO


    2020 - 2021

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    At the onset of the COVID pandemic, I helped transform a niche, in-person fitness class into a high-growth, venture-backed virtual fitness startup. Initially bootstrapped over a weekend, with 5000 people tuning in, the product has garnered organic growth and attention from the likes of The New York Times, Forbes and . I defined the product vision and led a small, nimble team to build the consumer product as well as the creator tools supporting virtual class production.
  • Amazon

    Principal Product Designer, Concept Lab


    2016 - 2020

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    The Concept Lab defines future opportunities and big bets for Amazon, typically looking 3 to 5 years ahead. As the Principal Designer, with visibility from VP's and SVP's, working closely with leaders across various organizations, my work included identifying opportunities, defining visions, designing, prototyping, and launching experiences to millions of customers worldwide. I also developed tools, best practices, and processes that helped scale product design and innovation throughout the company.
  • Digital Kitchen

    Creative Director & Technology Director


    2011 - 2016

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    As one of the first interactive hires, I helped Digital Kitchen transition into a full-service integrated creative studio while leading the technology team across 4 offices. I led creative projects across several mediums: web, installations, events, film, and more. Additionally, I led our R&D effort resulting in the creation of numerous acclaimed products, services, and experiences such as . I also played a key role in new business and managing client relationships.
  • B-Reel

    Design Technologist


    2007 - 2011

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    During what is often referred to as the golden era of the internet, I worked at one of the top agencies in the world, B-Reel, across offices in Stockholm, New York, and London. I designed and built numerous award-winning immersive campaigns for brands such as Google, Nike, Doritos, Axe, and Nokia.
  • Sid Lee

    Design Lead


    2005 - 2007

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    I started my career in Montreal at Sid Lee where I created video-forward, immersive experiences for brands such as Adidas and MGM.

Core Skills

  • Product Design

  • Creative Direction

  • Design Thinking

  • Cross-Functional Leadership

  • User Research

  • Executive Storytelling

  • Talent Development

  • Tech Innovation

Additional Highlights



I have led lectures and workshops on design worldwide, including in front of 5,000 people at .
Henry Art Gallery

Non-Profit Work

I have served and supported several non-profit boards. I am currently a board member of the .


My work has won notable industry awards, including Cannes Lions, One Show, Webby, SXSW, and FWA. It has also been featured in publications such as The New York Times, The Verge, and Vice Magazine.


I have deep expertise in Web3, and I am entrenched in the space. I'm also a member of .


I have been tinkering, making, designing, and coding experiences on the internet since 1996.


I have lived and traveled around the world and speak four languages.