Designing and building products that people understand, value and adopt

Designing and building products that people
understand, value and adopt

I help startups, public sector organisations, healthcare companies and charities turn complex challenges into useful, accessible digital products and services. From problem definition and research through to strategy, design, prototyping and delivery.

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LOCATION

London · Working globally

PRACTICE

7+ years of building products

EXPERIENCE

20+ products built

AREAS

AI | Health | Public Sector | Social Impact | Finance

Selected work

LIVE

AI Product Design

How might we help underwriters trust and rely on AI decisions?

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

Cut quote turnaround time by 75%

LIVE

AI Product Design

How might we help underwriters trust and rely on AI decisions?

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

Cut quote turnaround time by 75%

LIVE

AI Product Design

How might we make AI model health visible and actionable?

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

72% of users caught model issues faster

LIVE

AI Product Design

How might we make AI model health visible and actionable?

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

72% of users caught model issues faster

Social Care | Public Sector

How might we rebuild a children’s safeguarding system from scratch?

A trusted simple referrals system for frontline staff to triage and route children’s safeguarding contacts

0 to 1: a safeguarding system rebuilt after total loss

Social Care | Public Sector

How might we rebuild a children’s safeguarding system from scratch?

A trusted simple referrals system for frontline staff to triage and route children’s safeguarding contacts

0 to 1: a safeguarding system rebuilt after total loss

LIVE

Energy

How might we simplify green choices and reduce cost barriers?

Built an end-to-end service for UK leading bank that made green home upgrades trusted, and affordable for millions of customers.

~20% uplift valuation for homeowners who decarbonise

LIVE

Energy

How might we simplify green choices and reduce cost barriers?

Built an end-to-end service for UK leading bank that made green home upgrades trusted, and affordable for millions of customers.

~20% uplift valuation for homeowners who decarbonise

LIVE

Healthcare

How might we help nurses catch deterioration before it escalates?

Hired as their founding designer to own user-focused solutions, drive adoption, and improve retention and value.

10+ new facility sign-ups within 3 months

LIVE

Healthcare

How might we help nurses catch deterioration before it escalates?

Hired as their founding designer to own user-focused solutions, drive adoption, and improve retention and value.

10+ new facility sign-ups within 3 months

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About

Product designer, builder & strategist

My name is Ruksana. I design and build products that solve complex problems, from healthcare and the public sector to financial services, often building zero-to-one products and AI products. I've worked across consultancies and startups, including TPXimpact, McKinsey/QuantumBlack and early-stage AI companies.

Before moving into industry, I studied Design Engineering at Imperial College London, graduating top of my MEng year with the Governors’ Award.

Outside work, I write about intentional AI usage and human behaviour through The Human Layer on Substack. I also enjoy yoga, running and barre.

Before moving into industry, I studied Design Engineering at Imperial College London, graduating top of my MEng year with the Governors’ Award.

Outside work, I write about intentional AI usage and human behaviour through The Human Layer on Substack. I also enjoy yoga, running and barre.

Before moving into industry, I studied Design Engineering at Imperial College London, graduating top of my MEng year with the Governors’ Award.

Outside work, I write about intentional AI usage and human behaviour through The Human Layer on Substack. I also enjoy yoga, running and barre.

Behaviour change & adoption

Product strategy → code

AI products & agents

Services

prototyping & Build

Worried about spending months building the wrong thing?

Work involves prototyping to de-risk the decision before you commit to building, testing with real customers and stakeholders early.

Prototypes

Demos

Design Systems

Concept Testing

Growth & Positioning

Not sure which customers to focus on, or why they should choose you?

Finding out what customers actually want before you build for it, through real conversations. The result is positioning that genuinely lands.

Customer Research

Competitor Research

GTM

Product Market Fit

Advisory & Independent Review

Built something, but people aren't using it the way you hoped?

An outside read on what you've already built: where adoption is quietly failing, and why. Focusing on the two or three things worth fixing first.

Adoption Audit

Usability Audit

Expert Network

Get in contact

Leave your email and I’ll get back to you about purposeful AI product design, implementation, adoption, and behaviour change.