Designing for complexity + what’s next.
I’m a Product Designer with 16+ years of experience creating digital products across B2B, B2C, and enterprise SaaS. I specialise in making complex products easier to understand, use, and build—and I’m exploring how AI is reshaping the way we design products.
I design for complexity
Complex products rarely have a single UX problem.
There are workflows to untangle, competing business needs to balance, legacy constraints to work around, and multiple people making decisions at different points in the system.
My role is often to make sense of that complexity.
I look at the bigger picture, identify where the real friction is, and then work down to the interaction details that make the experience work.
My work sits at the intersection of
Product Thinking
Connecting user needs, business goals and technical realities to define what is actually worth solving.
Systems Thinking
Looking beyond individual screens to understand workflows, relationships, dependencies and the wider product ecosystem.
Interaction Design
Turning complex requirements into interfaces and experiences that feel clear and predictable.
AI-Native Thinking
Exploring where AI can reduce effort, support decisions and change how products — and design teams — work.
From enterprise workflows to AI-native products
My experience has given me a particular interest in products where the cost of getting an experience wrong is high.
Healthcare enterprise has been a big part of that journey. I’ve worked across complex platforms, operational workflows, patient and member experiences, and products that need to work for very different users.
That experience has shaped how I approach AI too.
I’m less interested in adding AI because a product can have it, and more interested in questions like:
- What work can AI genuinely take off someone’s plate?
- Where should a human remain in control?
- How should people understand and trust AI-generated outcomes?
- What happens to the workflow when an AI agent becomes part of it?
- How does designing with AI change the way product teams work?
These are questions I’m actively exploring through my AI Labs — a collection of experiments, POCs and AI-assisted design workflows.
A little about leadership
I’ve led design teams and worked closely with product, engineering and business stakeholders throughout my career.
Today, I’m particularly interested in hands-on design leadership — setting direction, raising the quality bar, removing blockers and helping teams make better product decisions while staying close to the work.
I don’t see leadership and craft as opposites.
The best design leaders I’ve worked with are able to move between the big picture and the messy details.
That’s the kind of designer and leader I’m continuing to become.
If you’d like to work together
I’m naturally curious about how things work — products, systems, tools and occasionally the rabbit holes that have absolutely nothing to do with design.
I also share some of what I learn through writing, experiments and conversations with other designers.
If you’re working on something interesting, exploring AI and product design, or simply want to exchange ideas, I’d love to hear from you.