Understand first.Try twenty.Keep one.
Understanding a problem still happens up close, with the people who live with it, and that is where the expensive mistakes get avoided. Everything after has changed: with agents in the loop, a direction that used to take a month to prototype takes an afternoon. The speed is new. The judgement about what to keep is not.
What I do
Capabilities
Strategy
- Product strategy
- Product vision
- Product management
- Business cases
- Design leadership
- Mentoring
Research
- Continuous discovery
- Design research
- Usability testing
- Concept validation
- Workshop facilitation
- Service design
Exploration
- Software prototyping
- Platform prototyping
- Proofs of concept
- Technical exploration
- AI-native workflows
- Agentic interfaces
Design
- Product design
- UX and UI design
- Interaction design
- Complex workflows
- Data and 3D visualisation
- Design systems
Principles
What follows is part conviction, part lessons learned the expensive way over twenty years, and part the rules I hold myself to when nobody is checking. Open one for the longer version.