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

7+ years of building products

EXPERIENCE

+20 products built

AREAS

B2B | AI | Health | Public Sector | 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.

In energy class of business 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.

In energy class of business 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 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% valuation uplift for homeowners who decarbonise

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% valuation uplift for homeowners who decarbonise

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

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

Selected Works

Growth & Positioning

Finding 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

Prototyping & Build

Work involves prototyping to de-risk the decision before you commit to building, testing with real customers and stakeholders early, so you know it's the right thing before the expensive part starts.

Prototypes

Demo

Design Systems

Scalable

Advisory & Independent Review

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, specific enough that your team can start acting on them the same week.

Adoption

Product Market Fit

Audit

Expert Network

About

Ruksana

Product designer, builder & change practitioner

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.

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

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