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.

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LOCATION

London · Working globally

PRACTICE

10+ years of building products

EXPERIENCE

+20 products built

AREAS

Healthcare | Public Sector | B2B | AI | Finance

Selected Work

Selected Works

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%

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%

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

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

How might we give people real control over algorithmic risk?

Designed a configurable tool giving portfolio managers control over algorithmic risk without needing technical expertise.

Drove $55M+ in partner growth

How might we give people real control over algorithmic risk?

Designed a configurable tool giving portfolio managers control over algorithmic risk without needing technical expertise.

Drove $55M+ in partner growth

How might we help nurses catch deterioration before it escalates?

Circadia Health is a health tech startup behind a contactless system that captures. 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

How might we help nurses catch deterioration before it escalates?

Circadia Health is a health tech startup behind a contactless system that captures. 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

How might we make machine learning usable without code?

Built a platform that simplifies how ML models are created, run, and monitored.

Cut model build time from weeks to days

How might we make machine learning usable without code?

Built a platform that simplifies how ML models are created, run, and monitored.

Cut model build time from weeks to days

How might we nudge athletes into injury-preventing warm-up habits?

Prima is an AI-powered warm-up app that automatically triggers personalised and injury aware warm-up routines. Helping athletes build consistency and reduce injury risk.

Concept to working prototype in days, not weeks

How might we nudge athletes into injury-preventing warm-up habits?

Prima is an AI-powered warm-up app that automatically triggers personalised and injury aware warm-up routines. Helping athletes build consistency and reduce injury risk.

Concept to working prototype in days, not weeks

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Services

Selected Works

Prototyping & Build

We build the real, working product, not a mockup, so you can test it with customers fast. This is grounded in research with stakeholders.

Prototypes

Demo

Design Systems

Scalable

Growth & Positioning

We find out what customers actually want before you build for it, through real conversations. The result is positioning that genuinely lands with the people you're selling to.

Positioning

GTM messaging

Competitor Research

Advisory & Independent Review

An outside eye on what you've already built, spotting why customers aren't adopting it and what to do next. Practical guidance your team can act on, not a report that sits in a drawer.

Adoption

Product Market Fit

Audit

Expert Network

Coaching & Team Development

Hands-on coaching and workshops that build skills your team keeps, including teaching designers to build their own ideas. Ongoing support, not a one-off session.

Coaching

Upskilling

Interviews

Portfolio Partner

About

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.

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.

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

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