Information architecture
Organising content, navigation and page structure so people can find what they need without learning your internal model first.
UI / UX Design
Interfaces peoplecan understand.
I design interfaces and user journeys that reduce friction, clarify decisions and make complex products feel easier to use.
- Focus
- Usability
- Method
- Research + iteration
- Outcome
- Clearer product decisions
UX principle
Reduce uncertainty.
01
Understand
Find the real task, decision and friction.
02
Shape
Organise information around what users need next.
03
Validate
Refine the interface against real behaviour and constraints.
01 / UI & UX
Make difficult workflows feel simpler.
Good UX is not about adding more interface. It is about removing uncertainty between what someone wants to do and what the product asks them to do next.
User flows
Mapping the decisions, actions and states that connect a user's goal to a successful outcome.
Interface design
Responsive layouts, components and interaction patterns designed around clarity rather than decoration.
Design systems
Reusable tokens, patterns and states that keep a growing product coherent and easier to maintain.
02 / Approach
Start with the decision.
I work backwards from what the user needs to understand or accomplish, then shape the information and interface around that outcome.
Research
Find the friction.
Understand users, constraints and the points where the current experience creates hesitation or confusion.
Structure
Clarify the path.
Prioritise information and actions so the interface reflects the user's mental model rather than the organisation chart.
Iteration
Refine with evidence.
Treat the first design as a hypothesis and improve it as behaviour, content and technical constraints become clearer.
03 / System thinking
Consistency without rigidity.
A design system should make the right decisions easier without forcing every problem into the same component.
Tokens
Shared foundations
Colour, type, spacing, radius and motion expressed consistently.
Components
Reusable patterns
Common interface behaviours that stay predictable across the product.
States
Clear feedback
Hover, focus, loading, empty and error states treated as part of the experience.
Accessibility
Built into the system
Keyboard use, contrast, semantics and readable interaction patterns considered from the start.
04 / Process
Understand, shape, test, refine.
The process stays deliberately lightweight so effort goes into solving the product problem rather than producing design theatre.
Understand
Clarify users, tasks, constraints and business outcomes.
Map
Structure the information and flow before polishing screens.
Design
Create the interface and interaction states around the real workflow.
Refine
Test assumptions and improve the experience as the product becomes real.
05 / Start a project
Have a product that feels harder than it should?
If users are getting lost, workflows feel clumsy or the interface has grown inconsistent, tell me where the friction is.