About
15+ years. Systems thinking. Graphic craft. Design across media.
Journey
Background in graphic design and art direction. Work spans editorial, brand, UX, systems design, and AI-assisted product development. Over a decade of experience designing across contexts: corporate, start-up, cultural, international.
Clients include Penguin Random House, Cathay Pacific, The Trade Desk, WHO, Hong Kong Jockey Club, and enterprise SaaS / InsurTech companies. Work has moved through concept, design system, prototyping, and shipped products — understanding the full arc from vision to implementation.
What connects these projects: systems thinking. Every design challenge contains a system — supply chains, user behaviour, regulatory requirements, cost structures, cultural context. Understanding that system comes before design decisions.
Parent, Designer, Learner
Parent of an ASD (Autistic Spectrum Disorder) child. This experience — learning systems I didn't understand, navigating jargon, asking questions as both parent and designer — fundamentally shaped how I approach design work.
It taught me: complexity is not confusion. Systems can be complex and still navigable. Accessibility matters everywhere. Culture and context are never neutral. Understanding your user's lived reality is non-negotiable.
That empathy and systems thinking informs all work: from consulting with parents navigating SEND systems (SEN Navigator), to designing field-first tools for a 40+ demographic with English as a second language (QCL), to building knowledge infrastructure for systems thinkers (By Design).
Design Approach
Research First
Ask before designing. Assumptions close doors; questions open them.
Systems Thinking
Everything connects. One design change cascades through constraints you haven't considered.
Real Behaviour
Design real workflows, not ideal ones. Observe what people actually do.
Clarity Over Decoration
Visual design serves understanding. Decoration without purpose is noise.
Cross-Media
Design thinking applies everywhere — screen, service, system, space.
What I Offer
UX Strategy
Journey mapping, research, systems investigation.
Design Systems
Components, tokens, brand systems.
Visual Direction
Art direction, identity, visual language.
Consulting
Product strategy, systems thinking, workshops.
Content & Copy
Clear, purposeful writing.
Product Design
Concept to shipped product.
Systems in Practice
Systems thinking at every scale — from individual projects to integrated ecosystems.
The Process
- Value Chain Analysis
- Journey Mapping
- Mind Mapping
- Systems Thinking
- Brainstorming
- Concept Development
- Assumption Testing
- Rapid Prototyping
- Customer Co-creation
- Learning Launch
Five interconnected phases. Each informs the next. Discovery → Define → Develop → Deliver.
The Ecosystem
Design thinking at the centre. Nested within broader systems of user experience, development, and business strategy.