Approach

Greenfield (0→1)

Subtitle: New products

When building from the ground up, I follow a structured discovery-to-launch process. Validate assumptions early. Build the right thing before building the thing right.

Discover

User interviews, stakeholder workshops, competitive analysis, and market research.

Define

Problem framing, journey maps, personas, and design principles.

Design

Detail: Wireframes, prototypes, and design system foundations.

Validate

Detail: Usability testing and technical feasibility checks.

Deliver

Detail: Developer handoff, QA collaboration, and launch support.

Example: Canaree fintech MVP

Link: /work/canaree

Feature Expansion

Subtitle: Adding capabilities

Adding new features to an existing product while keeping the experience consistent. I build on existing patterns and test with real users.

Analyse

Detail: Review analytics, user feedback, and support data.

Consult

Detail: Align on scope, constraints, and success metrics.

Design

Detail: Extend existing patterns and design system.

Test

Detail: Prototype testing to avoid workflow disruption.

Ship

Detail: Phased rollout and adoption monitoring.

Example: Huggg gift catalogue redesign

Link: /work/huggg-catalog

Redesign & Optimisation

Subtitle: Fixing and improving

Data-driven redesigns focused on the highest-impact issues. Audit, diagnose, deliver targeted changes with measurable results.

Audit

Detail: Heuristic evaluation, analytics review, usability testing.

Diagnose

Detail: Root cause analysis. Prioritise by impact and effort.

Redesign

Detail: Targeted changes on highest-impact issues.

Validate

Detail: A/B testing or moderated testing before full rollout.

Measure

Detail: Track key metrics post-launch against baseline.

Example: Huggg app redesign

Link: /huggg/gift-catalog

Research & Discovery

Subtitle: Strategic insights

Focused research to reduce uncertainty. Turn insights into clear design decisions quickly.

Scope

Detail: Define research questions and what decisions they inform.

Investigate

Detail: User interviews, contextual inquiry, surveys.

Synthesise

Detail: Affinity mapping and pattern identification.

Ideate

Detail: Translate insights into opportunity areas.

Present

Detail: Communicate findings with clear recommendations.

Example: Relo relocation concept

Link: /work/relo