I build the structure products run on. Systems first, details always.

Hover or scroll through the areas to see each one in practice.

1. 01

   Research & Discovery

   Stakeholder interviews, analytics and a competitor audit frame the hypotheses. User interviews uncover jobs to be done; affinity mapping turns them into problems ranked by severity and frequency, with success metrics agreed before design starts.

   • Stakeholder interviews
   • Analytics review
   • Competitor analysis
   • User interviews
   • Jobs to be done
   • Journey mapping
   • Problem prioritisation
   • Success metrics

   You get: Clear findings and a ranked list of problems worth solving.
2. 02

   Information Architecture

   Content inventory and card sorting show how people group and name things. The result is a sitemap, a navigation model with global, local and utility levels, and a labelling system, so each page has one clear place and name.

   • Content inventory
   • Card sorting
   • Sitemaps
   • Navigation models
   • Labelling and taxonomy
   • Tree testing

   You get: A sitemap and navigation model the whole team can follow.
3. 03

   UI Design & Prototyping

   Wireframes fix hierarchy and layout; high-fidelity UI is built from system components across mobile, tablet and desktop breakpoints. Prototypes cover interactions, transitions and every state – in Figma for usability testing, in code when the flow depends on real data.

   • User flows
   • Wireframes
   • Multi-state design
   • UX writing
   • Responsive and adaptive layouts
   • Interactive prototypes
   • Prototypes in code
   • Usability testing

   You get: Tested prototypes and screens ready for build.
4. 04

   Design Systems

   New systems built from scratch, or existing ones audited and restructured. Token architecture is multi-level and shaped by what the product needs: themes, modes, brands or platforms. Every component is documented with usage guidance and WCAG 2.2 AA checks.

   • System audit
   • Restructuring
   • Token architecture
   • Variables
   • Multi-mode theming
   • Component libraries
   • WCAG 2.2 AA
   • Documentation

   You get: A documented system that designers and developers share.
5. 05

   Brand Identity

   Brand identity starts with positioning: who the brand speaks to and how it should feel. From there, a logo and a full identity system – typography, colour, imagery and graphic elements – shaped into one consistent, refined expression of the brand.

   • Positioning
   • Tone of voice
   • Logo
   • Typography
   • Colour systems
   • Identity system
   • Brand guidelines

   You get: Guidelines that make the brand easy to apply.
6. 06

   Delivery & Collaboration

   Work starts with an agreed MVP scope. Handoff covers annotated specs, interaction notes and edge cases; structured specs also brief AI coding agents. Design QA checks each screen before release, and post-launch metrics shape the next iteration.

   • MVP scoping
   • Annotated specs
   • Developer handoff
   • Specs for AI coding agents
   • Design QA
   • Post-launch metrics
   • HTML/CSS

   You get: An MVP that ships as designed, with metrics to learn from.