Four ways I show up for a team.
Engagements range from full-time founding roles to fractional leadership and short, focused consulting blocks. The shape of the work changes; the standard doesn't.
Founding & 0→1 design
Establishing the design function from day one — hiring, rituals, operating model, research practice and the first shipped product. The work is as much about the team and the org as it is the pixels.
- —First design hire / Head of Design
- —Hiring plans & competency frameworks
- —Design rituals (critique, reviews, OKRs)
- —0→1 product, brand & system
Enterprise product design
UX/UI for complex, regulated SaaS — fintech, RegTech, defence, animal health. Workflows that domain experts trust, not demos that look good in a deck.
- —Discovery & journey mapping
- —Information architecture
- —Interaction & visual design
- —Specialist domain research
Design systems
Tokenised, accessible, multi-brand systems that scale across teams and products. Built so engineering wants to use them, not work around them.
- —Token architecture & theming
- —Component library & docs
- —Accessibility (WCAG 2.2)
- —Adoption & governance
Strategy & leadership
Aligning design with business goals at exec and board level. Translating design value into language the P&L speaks.
- —Design org strategy
- —Exec & board communication
- —Vendor & agency oversight
- —Mentoring & coaching
Strategy precedes pixels.
Always. The Figma file is downstream of the decision.
Bias toward shipping.
Real product in real hands beats another round of polish.
Hate ceremony.
Process exists to serve the work, never the other way around.
Design legible to the P&L.
If a stakeholder can't repeat the value, the work isn't done.