Purposeful product design and build, grounded in human behaviour.

Purposeful product design grounded in human behaviour.

Purposeful product design and build, grounded in human behaviour.

Helping organisations turn complex opportunities into products people understand, trust, and adopt. Leading products from problem definition through research, design, and delivery, often in regulated industries.

Helping organisations turn complex opportunities into 0→1 products and services. From problem definition and experience design through delivery including coding. Focusing on work that sits at the intersection of social good, behaviour change and emerging technology.

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Selected Work

Proof Across Adoption, Design and Strategy

Proof Across Adoption and Strategy

Cutting quote time by 75% with agentic underwriting

Led design for a zero-to-one agentic underwriting system. Drove adoption through underwriter relationships and change management.

Cutting quote time by 75% with agentic underwriting

Led design for a zero-to-one agentic underwriting system. Drove adoption through underwriter relationships and change management.

72% of users caught model issues faster with a simpler way to see AI health

Coda, a simple, accessible interface for monitoring the health of ML systems in production.

72% of users caught model issues faster with a simpler way to see AI health

Coda, a simple, accessible interface for monitoring the health of ML systems in production.

$55M+ in partner growth by making algorithmic risk configurable

Designed a configurable tool giving portfolio managers control over algorithmic risk without needing technical expertise.

$55M+ in partner growth by making algorithmic risk configurable

Designed a configurable tool giving portfolio managers control over algorithmic risk without needing technical expertise.

10+ new facility sign-ups from turning health data into clinical action

Circadia Health is a health tech startup behind a contactless system that captures. Hired as their founding designer to own user-focused solutions, drive adoption, and improve retention and value.

10+ new facility sign-ups from turning health data into clinical action

Circadia Health is a health tech startup behind a contactless system that captures. Hired as their founding designer to own user-focused solutions, drive adoption, and improve retention and value.

From weeks to days: making machine learning accessible without code

Built a platform that simplifies how ML models are created, run, and monitored.

From weeks to days: making machine learning accessible without code

Built a platform that simplifies how ML models are created, run, and monitored.

Concept to prototype in days, not weeks: self-building an AI-native sports app

Prima is an AI-powered warm-up app that automatically triggers personalised and injury aware warm-up routines. Helping athletes build consistency and reduce injury risk.

Concept to prototype in days, not weeks: self-building an AI-native sports app

Prima is an AI-powered warm-up app that automatically triggers personalised and injury aware warm-up routines. Helping athletes build consistency and reduce injury risk.

Bringing Agent Skills within Design System

[coming soon] A reusable agent skill contributed back to the design system, translating trustworthy-product principles into practical guidance teams can use from the first brief.

Bringing Agent Skills within Design System

[coming soon] A reusable agent skill contributed back to the design system, translating trustworthy-product principles into practical guidance teams can use from the first brief.

COMING SOON

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About

The person behind the work

Ruksana Shaukat Jali

Ruksana

Product designer, builder & change practitioner

I design and build AI-powered products that solve complex problems. From healthcare to insurance and financial services, I’ve spent my career building zero-to-one products in environments.

My work sits at the intersection of AI, behavioural science, product design, and engineering. I enjoy moving between strategy, research, design, and code… taking ownership from early problem definition through to shipped products. Most recently I’ve worked across AI startups and McKinsey/QuantumBlack.

I design and build AI-powered products that solve complex problems. From healthcare to insurance and financial services, I’ve spent my career building zero-to-one products in environments where good design changes how people work and make decisions.

Outside work, I write about AI and human behaviour through The Human Layer, lecture on Product Design at Imperial College London, and published research exploring machine learning for social anxiety detection. Across everything I do, I’m driven by the same question: how can we build technology that people genuinely trust, value, and choose to use?

Product strategy → code

AI products & agents

Behaviour change & adoption

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