Product designer — London
I turn ambitious ideas into products people actually use.
Ten years building products from zero. Often the first designer in the room — shaping the product, the system and the standard of craft before any of them exist.
The work
The through-line
Complexity is easy to build. Clarity is the hard part — and the part that decides whether a product survives.
I make complex things feel obvious.
Selected work
Decision confidence
Ready to shortlist — evidence complete across three assessments.
92%
01 — Enterprise platform
Making a high-stakes decision feel obvious
The first designer on a platform where a wrong call carries real cost. I built the product, the system and the standard of proof behind every decision.
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Step 2 of 4
02 — Consumer funnel, rebuilt
Take the money last
A checkout people abandoned, reordered around one insight: earn the yes before you ask for anything. Fewer refunds, more trust, same regulated constraints.
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Summary of criteria A1
03 — AI product, shipped safely
A draft, never a decision
Turning hours of expert work into seconds — without letting speed quietly erode judgement. A study in shipping AI people actually trust.
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Observation session
04 — Clinical tool, built 0→1
One place for the whole assessment
Clinicians ran autism assessments across a tangle of documents. I built one structured workspace — and designed its notes to flow straight into reports and AI summaries.
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Send N-4471 · Europe
In transit05 — Enterprise platform, built 0→1
Know where everything is
A new squad, a blank canvas: an inventory system that turned a spreadsheet-and-email guessing game into something clients could simply look at and trust.
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Photo Consult
Shipped06 — Clinical app, shipped
From a chore to two taps
A dedicated clinical photo app that cut a multi-step task down to seconds — and grew a whole feature straight from a single user's question in testing.
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How I build
I join early, work close to founders, and make the first hard calls — what to build, what to leave out, and what "good" means before there's anything to point at.
Most of the work is turning a tangle into something obvious. Finding the shape underneath the ambiguity, then holding the bar on craft until the product feels inevitable rather than assembled.
First designer, blank canvas. Product, system and standard, established from scratch.
Turn the vague and the complex into a direction a whole team can move on.
Know which details matter, which corners are safe, and when to stop.
Opinions are cheap. A product in someone's hands is the only proof that counts.
Where it started
RollerCoaster Tycoon was my first lesson in systems design — balancing complexity, behaviour and chaos, while trying to keep people happy.
I've been building systems people enjoy ever since. The tools got more serious; the instinct didn't change.