Understand the problem.
Build the product.
Grow the team.
A design director who still designs.
I’ve grown a design organisation to 84 people, and I still shape the direction, design the screens and build the prototypes.
AI should
improve the call.
Start with the future worth building.
Use AI to explore possibilities and improve decisions.
Keep responsibility with people.
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Future Backwards starts with the future a business needs to earn and the progress people need to make. I work back through the product model, service, prototypes and decisions that could make it real. AI can accelerate that exploration and improve the product itself. Human judgement determines which direction deserves to be built.
Craft makes
ideas tangible.
I’m a senior product designer with experience as a design director. I work hands-on across product direction, user flows, prototypes and interface detail.
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My practice grew through graphic design, architectural visualisation, games, mobile and complex digital products. That range helps me recognise the problem and make the right thing tangible. I do the design work myself, while bringing the experience to help the people around me make it better. Craft, structure and shared judgement connect the practice.