SERVICES
An end-to-end design skillset for creating great products and services.
I'm a strategic design partner to startups, scale-ups and large enterprises, helping them launch, raise and grow.
I often work in a fractional capacity, providing senior-level design leadership and expertise precisely when and where it's needed, offering flexibility and high-impact contributions without the overhead of a full-time appointment.
Process: Whilst every project is different, here’s how I tend to work:
Discovery
Understanding the problem, audience and business goals.
This is all about understanding the problem space and the opportunity. I gather and prioritise requirements from stakeholders and conduct thorough market analysis to understand the landscape. Ideally we'd also do some user research – speaking directly with users to identify their needs, goals, and pain points.
Insights from this phase form an essential foundation for the creative work to follow.
User Experience
Defining product structure, feature detail and user journeys.
Next, I translate insights from Discovery into a tangible product structure. We define the core feature set required and then tease out the detail of each feature (considering all possible user flows and edge cases). This leads to defining the information architecture – how content and features are organised and navigated. I then start creating wireframes to outline the layout and functionality of each screen.
User testing is incredibly valuable here, offering a chance to gather feedback and validate decisions with real users before any code is written.
Visual Design
Crafting a design system that users will love.
With the user flow and structure established, the Aesthetics phase brings the product to life visually. This involves creating high-fidelity mockups that define the look and feel through layout, colour, typography, and graphics. For web work I’ll consider layout across different screen sizes; For apps I’ll consider iOS/Android nuances.
Beyond core product screens, I’ll often develop supporting marketing assets and business collateral like investor decks and walkthrough videos, ensuring a consistent visual identity across all touchpoints.
Delivery
Ensuring what gets shipped is inline with what's been designed.
I act as a vital bridge between design and development. I'm keen to get developers regularly involved during the Experience & Aesthetics phases, always checking what we're designing is technically feasible (and within budget). Once the design phase is finished I hand over all the necessary specifications, assets, and guidance to ensure design is implemented accurately.
I tend to conduct regular design reviews of released code to provide feedback, catch any discrepancies from the intended design, and work with developers to ensure design standards are kept high.
Strategy
Helping founders and product leaders strategise, communicate ideas and build for success.
Beyond UX/UI craft, my role is fundamentally about acting as a strategic partner to my clients, drawing on my rich experience launching and scaling products over nearly 20 years. I serve as a trusted advisor on critical product decisions, always balancing business goals with user requirements. I help shape and steer product direction, user acquisition and retention strategy, and establish analytics for valuable usage insights.
