Designing and building products that people understand, value and adopt

Helping startups, public sector teams, healthcare companies and charities decide what to build, design it for adoption and keep improving it. Giving you a competitive edge with faster builds, quicker time to value and work you can trust.

Helping startups, public sector teams, healthcare companies and charities decide what to build, design it for adoption, and build the skills to keep improving it.

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Location

London, working globally

Experience

7+ years, 20+ products built

Areas

AI, health, public sector, social impact, finance

PROJECTS

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%

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

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

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

Health | AI Product Design

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

Health | AI Product Design

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

WHAT I DO

Example Packages

Faster, trustworthy work and an extra pair of hands so your team can focus on growth. Bootstrapped startups and charities get subsidised rates.

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.

Get in contact

HOW I WORK

Need ongoing support?

One focused sprint, or a dedicated partner

Bring me in as a dedicated partner for ongoing help.

ONGOING

Dedicated Product & Design Partner

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

Get in contact

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.

I studied Design Engineering at Imperial College London, graduating top of my MEng year.

Outside work, I write about intentional AI usage and human behaviour through The Human Layer on Substack.

I studied Design Engineering at Imperial College London, graduating top of my MEng year.

Outside work, I write about intentional AI usage and human behaviour through The Human Layer on Substack.

I studied Design Engineering at Imperial College London, graduating top of my MEng year.

Outside work, I write about intentional AI usage and human behaviour through The Human Layer on Substack.

Behaviour change & adoption

Product strategy → code

AI products & agents

Speed prototypes in weeks

Quality research-led, user-tested

Faster one person, hands on

Get in contact

Leave your email and I’ll get back to you.

Small budget? Bootstrapped startups and charities get reduced rates.

Prefer not to share your email? Email me directly.