The brief was wrong
That's where the interesting work started
2,000+ hours saved
79 unique journeys
One system
2,000+ hours saved
79 unique journeys
One system
There was a gap between strategy and inbox
41% higher engagement
Five months
Twelve journeys unified
What it needed was confidence
Four weeks to build-ready
UK Cabinet Office
High-stakes due diligence
Startups to enterprise, early ideas to scaled delivery: my experience spans B2B services, B2C products and regulated spaces including public sector, enterprise and consumer environments
I’ve worked across sectors including consulting, public sector, security, finance, fintech and retail
I design clear experiences, prototype in code, and shape products hands-on from early ideas to shipped outcomes
Three threads that shape how I design, build, and solve problems
I connect policy, delivery, and the people using services
I build accessibility into content, flows and UI from the start
I turn complexity into journeys, decisions and systems people can trust
"Ian understands how things should look, how they should feel, and most importantly, how to make them work"
It brings clarity to complexity, aligns people around decisions, and turns intent into outcomes that actually work in the real world
At the core of every project, these four habits consistently power the work:
Designing for connection, not just conversion
Strengthens adoption and long-term engagement
Championing clarity, inclusivity and co-creation
Aligns product, design and engineering early
Testing early, iterating often, listening more than talking
Reduces delivery risk before scale
Celebrating every tiny UX win (big ones too)
Builds momentum across teams
"Ian’s solutions are always well thought out, effective, and delivered with remarkable ease"
I work across the full product lifecycle: research, strategy, pixels, prototypes, delivery, and code when needed
This site is one of my projects, designed and built from scratch with HTML, CSS, and JavaScript
"His work not only delights users but also delivers real value to clients"
From prototyping to production, this is my everyday arsenal
Adobe Creative Cloud (Photoshop, Illustrator, InDesign, After Effects, Premiere Pro, Animate) · Claude · Excel · Framer Motion · GitHub · Jira · Keynote · Miro · Notion · PowerPoint · Salesforce Marketing Cloud (SFMC) · Tumult Hype · Visual Studio Code
I start by listening: to users, to stakeholders, to context
GenAI helps accelerate the shaping: helping me explore, test and refine ideas fast
And I deliver: through accessible, human-centred design that’s engaging and meaningful
Space where I tinker with ideas: tomfoolery and experiments that later sneak into real products
The biggest risk to your product isn’t bad design
It’s the assumptions nobody’s questioned
Let’s find them