Designing and building products that people understand, value and adopt

Designing and building products that people understand, value and adopt

We help early stage startups, public sector organisations, healthcare companies and charities. To decide what to build, design it so people adopt it and build the skills their teams need to keep improving it. From problem definition and research through to strategy, design, prototyping and delivery.

LOCATION

London · Working globally

PRACTICE

7+ years of building products

EXPERIENCE

20+ products built

AREAS

AI | Health | Public Sector | Social Impact | Finance | B2B

PROJECTS

Selected work

Selected work

WHAT I DO

Example Services

Example Services

Work that moves faster, gives your team an extra pair of hands to focus on growth, and that you can truly trust. We also offer subsidised rates for bootstrapped startups and charities.

Built something that no one is using?

Behaviour-Led Adoption

from £6k

2 to 4 weeks

Use behavioural psychology and real usage data to find out why people are not adopting your product, and design the changes that build trust, habit and loyalty.

Don’t know who your customers are, or what to build next?

Opportunity and Product Research

from £9k

3 to 6 weeks

We use customer evidence and commercial research to show you which opportunities deserve investment, which need testing first and which to stop.

Is a complex process costing you time, money or trust?

Complex Workflow Redesign

from £5.5k

2 to 4 weeks

We map how the work really happens, then redesign it so teams finish faster, with fewer hand-offs and fewer avoidable errors.

AI-made screens that don’t look like your brand?

Design Systems for AI

from £6k

2 to 3 weeks

AI tools can create screens and journeys in minutes, but each one can come out slightly different. We turn your brand into clear rules that people and AI tools both follow, so everything feels like one company.

HOW I WORK

Need ongoing support?

One focused sprint, or a dedicated partner

Prices above are for focused sprints. Bring me in as a dedicated partner when you want ongoing help.

ONGOING

Dedicated Product & Design Partner

A fully dedicated to your product, so you keep shipping and improving as you scale.

A lead designer fully dedicated to your product, so you keep shipping and improving as you scale.

Adoption

Research

Workflows

Brand consistency

Team upskilling

FORMAT

Monthly retainer

PRICE

On request

Small budget? Bootstrapped startups and charities get reduced rates.

Led by

Led by

Design leader, 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.

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.

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.

Behaviour change & adoption

Product strategy → code

AI products & agents

Portrait of Ruksana Shaukat

Get in contact

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© All right reserved, Early Tomorrow LTD 2026

© All right reserved, Early Tomorrow LTD 2026