Designing and building products that people understand, value, and adopt
Designing and building products that people understand, value, and adopt
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.
LOCATION
London · Working globally
PRACTICE
7+ years of building products
EXPERIENCE
+20 products built
AREAS
B2B | AI | Health | Public Sector | Finance
Selected Work
Selected Works
Services
Services
Growth & Positioning
Growth & Positioning
Growth & Positioning
Not sure which customers to focus on, or why they should choose you?
Not sure which customers to focus on, or why they should choose you?
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
Prototyping & Build
Prototyping & Build
Prototyping & Build
Worried about spending months building the wrong thing?
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
Advisory & Independent Review
Advisory & Independent Review
Advisory & Independent Review
Built something, but people aren't using it the way you hoped?
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.
My work sits at the intersection of 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.
Outside work, I write about AI and human behaviour through The Human Layer, 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?
Product strategy → code
AI products & agents
Behaviour change & adoption
Get in contact
Leave your email and I’ll get back to you about purposeful AI product design, implementation, adoption, and behaviour change.
Leave your email and I’ll get back to you about purposeful AI product design, implementation, adoption, and behaviour change.