Designing and building products that people understand, value and adopt

Designing and building products that people
understand, value and adopt

I help early-stage AI startups and social impact teams, from problem definition through research, design, and delivery. With a focus on AI, data-rich systems and products people keep using.

Get in contact

View projects

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

View all projects

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.

Most recently I’ve worked across AI startups and McKinsey/QuantumBlack. 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.

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.

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

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.

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