I'm a Principal Product Designer focused on complex B2B software, ERP, fintech, payroll, government and other high-consequence products.

I like hard software more than blank canvases: existing products, legacy constraints, migrations, acquisitions, complicated business rules and platform transformations where some constraints can’t simply be designed away. I’ve lived through several technology shifts and seen the full lifecycle of complex software.

I also build with AI. I use agents to prototype and ship working software, explore unfamiliar technical problems and learn by building.

Complex Product Design

ERP, fintech, payroll, government and high-consequence B2B software.

Transformation & Legacy Complexity

Migrations, acquisitions, platform consolidation and existing architecture.

AI-Native Product Design

New interaction models where AI changes how products work.

Systems That Scale

IA, interaction patterns, design systems, tokens and tools that keep complex products coherent.

01 // Complex Product Work

Ask Oracle answering a question about invoices inside NetSuite

Oracle NetSuite

Making AI coherent across an ERP

NetSuite is an ERP used by more than 43,000 businesses in 220 countries. I worked on the foundations and AI experience, from the underlying design system to the NetSuite home dashboard, collaborating with product and engineering to introduce new AI behaviours into an established, complex product.

View case study→
The Safeguard Global platform

Safeguard Global

Building AI before the patterns existed

Global payroll and EOR across 187 countries. I designed and shipped an AI assistant in 2022, then used customer research to reshape how customers explored global employment costs.

View case study→
London Stock Exchange and Refinitiv logos

LSEG / Refinitiv

Redesigning a complex financial platform

I led the redesign of Refinitiv's product experience during its migration into LSEG, working across complex financial workflows and an established product ecosystem. The work involved simplifying existing experiences while navigating the constraints of a large-scale platform transformation.

The observation room during a Scottish Government research session

Scottish Government

Building design foundations for public services

Joined as employee #2 and helped establish the design and research practice across Scotland's digital public services, including the design system and user research infrastructure.

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02 // AI · Built in practice

Roast My Design System

A Roast My Design System report for dubinc/dub: design system health 20 out of 100

Your AI can write the UI, this makes sure it writes your UI.

Finds where your AI agent will likely invent UI. Scores repos 0–100 against a 112-repo benchmark, teaches the agent through rules and a local MCP server, and checks every edit. 28K+ npm downloads.

npm ↗GitHub ↗View case study→

SkyWatch Command

SkyWatch Command dashboard

Exploring multimodal interaction for complex operational software

What if you deleted the mouse and keyboard? A live satellite mission control run by voice and hand: MediaPipe tracks your gestures through the webcam, Claude Haiku parses what you say into commands, and one dispatcher keeps every input coherent. Back in satellite territory after OneWeb.

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Proffer

The Proffer interface: a live preview of the product beside the change history

Exploring safe autonomy for product teams

I built an AI workflow that connects to a real codebase, understands its design system, makes requested changes and opens them for developer review. I explored where AI can act independently and where human control still matters.

View case study→

03 // AI-native design systems

I build a next-generation design system one proven rule at a time

What does a design system have to contain so that an AI agent reliably builds the right user interface from it?

  1. 001Written rules let an agent pick the right button every timeYes 87 of 87 with rules
  2. 002The same 12 button rules work on 10 models from 4 companiesYes 10 of 10 models at 80 or more
  3. 0033 amended rules meant to fix the last 32 misses raised them to 40No 40 of 870 misses, up from 32
  4. 004Rewritten button rules got 948 of 960 answers right on 10 modelsYes 98.8% of answers right, 948 of 960
The repo on GitHub ↗ Read the research→

04 // Experience

Director of Experience Design · Oracle NetSuite
2024–26
Design Principal · Safeguard Global
2022–24
Principal Product Designer · Wipro Digital
2019–22
London Stock Exchange · OneWeb (now Eutelsat) · Lloyds Banking Group · Scottish Widows
Independent Product Designer · Pencil Rebel Ltd
2015–19
BBC · Virgin Money · RBS · NatWest · Travelnest
Head of Design & Research · The Scottish Government
2013–15
Design Manager · VisitScotland
2011–13
Earlier: Agency and in-house roles, UK and Poland. Full history on LinkedIn →

05 // Talks

AI Summit Barcelona 2026"Your AI Can Write the UI. This Makes Sure It Writes Your UI." · Keynote, Auditorium Stage
AI Summit Barcelona 2026"Creativity at Machine Speed: GenAI in Film, Media & Design" · Panelist
UXDX Barcelona"Fast is Easy. Coherent is Hard."

Building something complex?

Principal Product Designer roles · Barcelona hybrid or EMEA remote

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