Designing and building products that people understand, value, and adopt

Helping organisations turn complex opportunities into products and service that people can trust, and adopt. From problem definition through research, design, and delivery. With a focus on AI, data-rich systems and products people keep using.

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LOCATION

London · Working globally

PRACTICE

7+ years of building products

EXPERIENCE

+20 products built

AREAS

AI | Health | Public Sector | Finance | B2B

Selected Work

Selected Works

LIVE

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

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

Cut quote turnaround time by 75%

LIVE

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

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

Cut quote turnaround time by 75%

LIVE

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

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

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

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

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

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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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

Demo

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

GTM planning

Competitor Research

Coaching and Mentoring

Stuck on how to break into tech, or make the next move in your career?

Hands-on coaching and workshops that build skills your team keeps, including ongoing support, not a one-off session.

Coaching

Upskilling

Interviews

Portfolio Partner

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

Product Market Fit

Audit

Expert Network

About

Product designer, builder & strategist

My name is Ruksana. I design and build products that solve complex problems. From healthcare, 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.

Outside work, I write about intentional AI usage and human behaviour through The Human Layer on substack, lecture on Product Design at Imperial College London.

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.

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, building products in regulated industries.

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?

Behaviour change & adoption

Product strategy → code

AI products & agents

Get in contact

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