Behavioral product design with emerging AI tools
- Behavior over assumption.Designing for what people actually do.
- AI as part of the practice.Across research, design, and validation.
- 15 years inside product teams.Banking, public transport, mobility, e-commerce.
Work.
Using AI to expand what I can build. Learning code, shipping tools, and sharing the messy process. Right now building a community intelligence tool, and posting templates, workflows, and honest takes along the way.
Mortgage funnel restructure
Restructuring a mortgage journey so the answer arrives when the question does
NS app design
Map, rentals, and multi-modal travel
Brand OS
Living design and brand system, evolving in public
Experience.
Fifteen years at an agency and embedded inside product teams. Banking, public transit, mobility, e-commerce. Sales funnels, portals, customer environments. Most recently, my own studio. Each phase added a layer to how I think about people, systems, and what it takes to ship.
Product & Strategy
Directing product, brand, and website strategy. Designing the website architecture, sales funnels, and pitch decks.
AI Product & Toolbuilding
Building custom AI tools that change how a designer's day actually works. Rapid prototyping, community insight, and workflows that hold up under real use.
Strategy.
Three layers I hold together. The why behind a product (research, psychology, behavior), the what it's made of (systems, architecture, governance), and the how it gets built and shipped (prototypes, accessibility, pixel craft). Each layer is its own practice. Together they're the full arc.
Research & Discovery
Behavior over assumption. Research and psychology shape the product, not what people say they want.
- behavior models (BJ Fogg)
- user research strategy
- information architecture
- personas and user journey maps
Structure & Systems
Build in systems, not one-offs. Design systems and AI workflows keep decisions consistent across every screen, and faster to ship.
- design systems
- AI-augmented workflows
- designops and mentorship
- stakeholder alignment
Delivery & Execution
The journey starts when it ships. Accessible interfaces built well, then tested and optimized against what people actually do.
- high-fidelity prototyping
- accessibility (WCAG)
- UX/UI design
- product execution
The Lab.
My own experiments. Tools and side projects I build to test new ways of working, before they show up in client work.