Product design from strategy to execution.

I work across the full product design process, from discovery to delivery. The most valuable work often happens before the brief is written — understanding the real problem, challenging assumptions, and making sure we're solving something worth solving in the first place.

AI is now part of my entire design process — from exploration and concept development to prototyping and build. It helps me move faster, test more ideas, and take products further — so engineering starts from something more resolved. As AI takes on more of the production work, I see design shifting further toward defining intent, shaping systems, and ensuring the final experience feels coherent and human.

I use research to uncover the questions we should be asking and validate direction as we design, not just confirm decisions that have already been made. The goal isn't endless certainty — it's gathering enough evidence to challenge assumptions, reduce risk, and make better decisions with real users at the centre.

I focus on creating the conditions for great work — the right processes, tools and methods, and helping teams adapt as product design and development evolve. Alongside that, I help establish a clear vision, connect the right stakeholders, and bridge the gaps between product, business, and technology.

I prototype early and often to make ideas tangible. A working prototype creates better conversations than a presentation ever will, helping teams test assumptions before committing significant time or budget. Increasingly, I build these experiences myself using AI-assisted tools to move quickly from concept to something real.

I approach design as a business discipline as much as a creative one. Every decision carries a cost and an expected return. I'm interested in the ideas that create measurable impact, not just the ones that look good in a demo, and I'm comfortable operating at both the product and commercial level.