How I solve product design challenges
Discovery
We start with a call to understand your goals, users and their pain points, creative direction, competitors, timeline and budget.
This helps me to make design decisions that serve your project and prevent costly revisions and misalignments later.
Strategy
I organise what I learn from our call into clear user needs, important features, and main user journeys. I may use AI to help sort notes and find patterns faster, but I make the final decisions using the information you provide, your business goals, and the needs of your users.
I also map features into clear groups and identify the flows between them, so all key product states and their relationships are defined before moving into detailed screen design.
Then, I plan what should be designed first. We start with the most important parts of the product, so we can solve the biggest problems early.
UI/UX Design
An iterative stage that begins with low-fidelity designs and ends with a high-fidelity design, ready for development.
Wireframes
I explore low-fidelity layouts before creating any visual styling. This helps me to focus on clarity, task completion, hierarchy and content without visual bias.
I review and refine the chosen direction with you and, where possible, users before creating high-fidelity screens.
Visual Design
I design the high-fidelity screens using a scalable component library, design tokens, and a chosen icon pack, all aligning to your brand's unique style.
The component library becomes a long-term asset allowing you to implement future design needs faster and at a low cost.
I also design for edge cases such as empty screens, error messages, successful actions, and more.
Interaction Design
I add transitions, micro-interactions, and animations that make your product feel intuitive, responsive, and trustworthy.
For example, a clear success message after sending money, a loading state while a payment is processing, or a helpful error message if something goes wrong.
Accessibility
I design with accessibility in mind. This includes checking text contrast, font sizes, button sizes, and clear feedback when users take an action.
Accessibility checks support a better experience and I use recognised accessibility guidance, such as WCAG, to support these decisions.
Prototyping
As I design in Figma, I connect screens so you can click through the app like a real product.
If the product requires realistic interactions, gestures, or complex conditional logic, I use ProtoPie to create a more realistic prototype.
This helps you pitch your idea to investors, align your team/stakeholders, test with real users and find problems before developers start building.
Handoff & Support
I deliver a clean and organised Figma file with the final screens, clickable prototype, reusable components, colours, text styles, and clear notes for your developers.
Where ProtoPie was used, I also hand over the source file for direct import.
I also support your developers by explaining key screens and answering questions during implementation.
