Case studies
Every project here started somewhere earlier — a problem that wasn’t clear yet, a decision that hadn’t been made well, a way of working that couldn’t scale, or more recently, an AI rollout that hadn’t earned its keep yet.
What follows isn’t a gallery of final designs. It’s how each one moved from there to an outcome the business could measure.
Org Transformation
Organisational transformation isn’t about a bigger team or a longer roadmap. It’s about the conditions — ownership, governance, and capability — that let better decisions happen consistently, whether the lever is a new process or AI. These show how a single fix scales into how an organisation actually works.
From One AI Experiment to Org Transformation
Adding AI into an existing process triggered a wider shift in decision-making – reducing late-stage rework, recovering significant delivery capacity,
Building Design into the Product Lifecycle
Repositioning design from a delivery function to a strategic partner in the product lifecycle — a discovery-led operating model that gave design a role before execution, not after.
Building More than a Design Team
Building the foundations of a scalable design organisation — team structure, hiring, quality practices, and design’s seat in roadmap decisions.
Experience & Strategy
Experience, for me, goes past usability. It’s about helping organisations make better product decisions — sharper discovery, clearer problem definition, a real read on what customers need. These show strategic design shaping direction, reducing risk, and creating outcomes that matter.
Authentication refinement & improvement
A digital banking authentication transformation that moved beyond compliance requirements to create a more secure, intuitive, and future-ready passkey experience.
Designing fraud report experience
Moving beyond regulatory compliance to create a fraud protection journey that prioritizes user needs before reporting requirements.
Onboarding for a chat application
A 0→1 onboarding flow for a privacy-first chat app, where security, permissions, and localisation all pulled against speed. Architecture-led design held them together — 98% completion, 95% activation.
Publications
Strong product decisions are built on both experience and knowledge. Here you’ll find articles sharing my perspectives on design, leadership, and product strategy, alongside studies and research that help shape my thinking and approach to solving complex problems.
Articles
Studies
Design Distribution Transformation in the Artificial Intelligence Era
May 2026
Practice-informed, research-supported studies on the questions shaping design leadership — operating models, AI transformation, and how design becomes an organizational capability. Less about trends, more about the structures that decide whether good design scales.