I design products for the moments people actually use them — and I’m not precious about how I get there.

Approach

Most products aren’t hard to use.They’re hard to understand.

Usability is table stakes. What people actually struggle with is knowing what a screen is for, what just happened, and what happens next. That’s where I start.

1. 01

   Start on the user’s side

   Before a single screen, I want to know what someone is trying to get done, what they’re afraid of, and what “done” looks like to them.

2. 02

   Clarity over cleverness

   If a user has to think about the interface, the interface has failed. I remove until it’s obvious, then stop.

3. 03

   Fast drafts, slow decisions

   I use AI to get to the first honest version quickly — research synthesis, flows, copy, variants — so the time goes into judgment, not production.

Selected work

Every product herehad to make sense in a moment.

Fintech, trading and RWA, loyalty, property, recruitment — across web and mobile. Hover a project to preview it, click to read the case.

How I work

The world looks differentfrom the user’s side.

Five steps. The tools change every quarter; the questions don’t.

1. 01

   Discover

   Interviews, support tickets, analytics, competitors. AI helps me cluster and summarise; I decide what matters.

2. 02

   Define

   One sentence per user: who, what they’re doing, what’s in the way. Flows before frames.

3. 03

   Design

   Systems first — tokens, components, states — then screens. I generate variants fast and throw most away.

4. 04

   Validate

   Prototype early, test with real people, watch where they hesitate. AI transcribes and tags; I read the faces.

5. 05

   Deliver

   Specs, handoff, and I stay through launch. Shipped is the first draft of the next version.