Purposeful product design and build, grounded in human behaviour.
Purposeful product design grounded in human behaviour.
Purposeful product design and build, grounded in human behaviour.
Helping organisations turn complex opportunities into products people understand, trust, and adopt. Leading products from problem definition through research, design, and delivery, often in regulated industries. Drawn to work at the intersection of positive impact, behaviour change and emerging technology.
Helping organisations turn complex opportunities into 0→1 products and services. From problem definition and experience design through delivery including coding. Focusing on work that sits at the intersection of social good, behaviour change and emerging technology.
AI-native product design across finance, government, health, and data science.
Selected Work
Proof Across Adoption, Design and Strategy
Proof Across Adoption and Strategy
Building AI-powered products across regulated industries, from zero-to-one through to production, improving adoption and operational efficiency.
Helping organisations turn complex opportunities into 0→1 products and services. From problem definition and experience design through delivery including coding. Focusing on work that sits at the intersection of social good, behaviour change and emerging technology.
Building AI-powered healthcare, insurance, and enterprise products—from zero-to-one ideas through to production, helping organisations improve adoption, operational efficiency, and customer outcomes.
Our Services
How I Can Help
Product Design and Build
AI-native product design and engineering from problem definition to implementation.
MVP design
Product strategy
User research
Data investigations
Idea
Product
Strategic Partnership
You know where you want to go. You need someone who speaks every language to get you there.
Stakeholder Workshops
Roadmapping
Executive Advisory
Jack Daniel
Founder
Aligned
Focus Area:
AI Roadmap
Priority:
High
Gorge Chapel
Founder
Aligned
Focus Area:
AI Roadmap
Priority:
High
Mike Tylor
CTO
Aligned
Focus Area:
Technology Build
Priority:
High
Thomas Shelby
Founder
Aligned
Focus Area:
Technology Build
Priority:
High
Jack Daniel
Founder
Aligned
Focus Area:
AI Roadmap
Priority:
High
Gorge Chapel
Founder
Aligned
Focus Area:
AI Roadmap
Priority:
High
Mike Tylor
CTO
Aligned
Focus Area:
Technology Build
Priority:
High
Thomas Shelby
Founder
Aligned
Focus Area:
Technology Build
Priority:
High
Jack Daniel
Founder
Aligned
Focus Area:
AI Roadmap
Priority:
High
Gorge Chapel
Founder
Aligned
Focus Area:
AI Roadmap
Priority:
High
Mike Tylor
CTO
Aligned
Focus Area:
Technology Build
Priority:
High
Thomas Shelby
Founder
Aligned
Focus Area:
Technology Build
Priority:
High
Jack Daniel
Founder
Aligned
Focus Area:
AI Roadmap
Priority:
High
Gorge Chapel
Founder
Aligned
Focus Area:
AI Roadmap
Priority:
High
Mike Tylor
CTO
Aligned
Focus Area:
Technology Build
Priority:
High
Thomas Shelby
Founder
Aligned
Focus Area:
Technology Build
Priority:
High
Discovery
Workshop
Aligned Roadmap
Behaviour & Adoption
I apply behavioural science, change psychology, and practical capability-building to design for activation, retention, and adherence, not just rollout.
Change frameworks
Psychological Safety
Champion programs
Analyzing current workflow..
Trust check
Skill check
Manual workaround
Resistance signal
AI Adoption Audit
Understand where AI adoption is stalling, why behaviour is not shifting, and what to redesign across the product, workflow, and operating model.
Stakeholder interviews
Workflow audit
Gap analysis
Chatbot system
Adoption: 20% of team
Workflow system
Under-used, retraining needed
Sales system
Fully adopted
About Ruksana
The person behind the work
Ruksana Shaukat Jali
Ruksana
Product designer, builder & change practitioner
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.
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.
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.
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
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.