Approach
Design is a business tool before it's a craft.
Good design isn't just about creating better products, stronger brands, or memorable experiences. It's about understanding what drives human behaviour and using that knowledge to help businesses achieve their goals.
My approach starts with understanding the business strategy, the people it serves, and what motivates their decisions and behaviours. From there, I define what success looks like, make it measurable, and connect research, design, and technology to create experiences that deliver value for both people and business.
Understand the business. Understand the people.
Every project starts with understanding where the business wants to go and what drives the people it depends on. I explore behaviours, motivations, and unmet needs, talking to users, employees, and stakeholders, challenging assumptions, and identifying the real problems worth solving.
The goal is to build a shared understanding of both the business challenge and the human behaviour that needs to change.
Define success. Make it measurable.
Good intentions aren't enough. I translate business objectives and behavioural insights into clear design goals, using OKRs and KPIs to define what success looks like.
These become a shared framework for prioritisation, decision-making, and measuring progress, keeping design accountable to outcomes, not just outputs.
Design, prototype, and align.
I design systems, not isolated screens. Bringing product, brand, and experience together into something coherent and scalable.
I prototype early, test with real people, and involve teams across the organisation. Understanding how people actually behave, rather than how we expect them to, shapes the design, while collaboration builds alignment and ownership.
Ship, measure, keep going.
Launch is a checkpoint, not a finish line. I stay close to what happens after release, tracking user behaviour, customer feedback, and business performance against our goals.
What we learn shapes the next iteration, keeping design connected to measurable business impact.
AI in the design process
From design files to working products.
AI has fundamentally changed how I work as a designer. What used to revolve around Figma and Adobe Creative Suite now increasingly happens through Claude and GitHub – bringing me closer to development than ever before.
Claude has become my central workspace, where I direct and refine design through prompts, sketches, and visual references from Figma and other design tools. By connecting specialised tools, MCP integrations, and skills, I can move from exploration to working code, contribute directly to GitHub, and collaborate with developers on the actual product rather than just handing over design files.
The result is faster iterations, shorter distances between design and development, and more time spent solving the right problems.
Research and understanding
Using AI to synthesise interviews, research, and behavioural data, helping identify patterns, challenge assumptions, and uncover opportunities. The goal isn't to replace research, but to spend more time understanding what it means.
Explore and prototype
Moving quickly between ideas, sketches, and interactive prototypes. AI allows me to explore more directions, test assumptions earlier, and turn concepts into something people can actually experience, often without leaving my primary workspace.
Design closer to development
Working directly with code and GitHub has changed the relationship between design and engineering. Instead of handing over static designs, I can contribute working implementations, refine interactions in context, and collaborate with developers through the same workflow.
Build and maintain systems
Using AI, connected tools, and automation to help build, document, and maintain design systems. From components and design tokens to implementation details, reducing repetitive work while keeping the product consistent as it evolves.
The tools have changed. The responsibility hasn't.
AI speeds up the process. True experience, sound judgment, and an understanding of real people and business still determine what gets built, and why.