How I work
Evidence over opinion,
every time. Tested with real people
How I go from a fuzzy brief to a shipped, measured result, and how I make life easy for the developers and product managers I work with.
Interviews
Usability testing
Affinity mapping
Wireframes
Design systems
Prototyping
WCAG 2.2 AA
HTML, CSS, JavaScript
Hand-off
Interviews
Principles
Four rules I design by.
02
Words are interface
Labels, errors and empty states get as much care as layouts.
03
Accessible by default
Contrast, keyboard and screen reader support are built in, not bolted on.
04
Every design is a bet
Say what we expect to change, measure it, and be honest when it doesn't.
Process
Understand, shape, build, prove.
01
Understand
Stakeholder and user interviews
Analytics and support tickets
Problem statement and success metric
02
Shape
User flows and IA
Sketches and lo-fi options
Pick one with the team
03
Build
Hi-fi in Figma with real content
Components in the design system
Front-end build where it helps
04
Prove
Usability tests
A/B tests with guardrails
Share results, plan the next round
Hand-off
Developers don't have to guess.
— Components and variables in Figma match what's in code, with the same names.
— Every screen ships with states: empty, loading, error and success.
— Annotated flows explain behaviour, not just layout.
— I can read and write front-end code, so I check the build myself before sign-off.
Track record
What the work has done.
30
%
faster from design to live, after I introduced a modular design system
EQUERRY CO
445%
month-on-month rise in organic traffic for Cool Ridings, after I redesigned its navigation and on-page SEO
EQUERRY CO
98
Lighthouse accessibility score on IKSA’s live site, a client brand I designed
IKSA · CLIENT
AA
WCAG 2.2, the level I design and build to
EVERY PROJECT
AI in my workflow
Faster, not lazier.
I use AI tools to move faster through the slow parts, and I check everything they produce against real users and real data. The home page video and the images on my About page are mine, made with Higgsfield AI.
Research synthesis
I use Claude and ChatGPT to sort interview notes and survey answers into first-draft themes, then check every theme against the raw quotes before I trust it.
Copy and content
I ask Claude or ChatGPT for lots of label and error-message options, shortlist the clearest few, then test them with real people.
Prototyping and code
I use Figma AI for quick visual exploration and Higgsfield for images and video, prototype in Figma, then build the parts that matter in HTML, CSS and JavaScript so people can test the real thing.
Tools
What's on my desk.
Design
Research and testing
