Zero to
shipped.

This is my home turf: taking a vague idea and turning it into something real. Research, flows, UI, design system, the lot.

I design end to end and stick around for the messy part where it gets built.

• User research
• UX/UI design
• Design systems
• Branding
• User testing
• Responsive design

Strategy is deciding what to build and, more importantly, what not to. I start with the problem and keep things grounded in what users need and what the business can actually pull off.

All of it fits on one page. Promise.

• Problem definition
• Ideation
• Brainstorming
• Prioritisation
• Data analysis

I'd rather test a rough prototype this week than debate a perfect one for a month. I build it, put it in front of real people, watch it break, fix it, and go again until it works.

These days AI makes that loop absurdly fast, and I use it shamelessly.

• Rapid prototyping
• User testing
• MVPs
• AI in the loop
• Iteration

I've built and led design teams, and I still open Figma every day. I give designers real ownership, clear feedback, and cover when they need it.

Good people do great work when you stop micromanaging them.

• Coaching
• Mentoring
• Process definition
• Hiring
• Team building