1. There is no such thing as user error. Only designer error.
  2. Design without objectives is a ship with no destination.
  3. Art corrupts design. Design corrupts art.
  4. Nobody cares about our products. They only care about what the product does for them.
  5. Simplicity is not removing complexity. It is making complexity comprehensible.
  6. Less is more. When we can do more with less, we need less to get more done.

I help founders and small teams turn ideas into products people actually use — from product design and UI systems through to design-to-code builds.

Twenty years across brand, product, and engineering. I work hands-on, one project at a time, with the same care I put into my own products.

  • Product design & UX
  • Design systems & UI
  • Design-to-code builds