Designing and building exceptional products that people understand, value and adopt

Designing and building products that people understand, value and adopt

Designing and building exceptional products that people understand, value and adopt

Solving complex challenges for startups, public sector teams, healthcare companies, financial services and charities, helping you figure out what to build and simplifying complex workflows into intuitive flows.

User-centred design | Product design | Service design | Research | Code

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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

View all projects

WHAT I DO

Problems my clients come to me with

The challenges I am usually brought in to solve, handled by a trustworthy pair of hands that moves at speed.

Built something that no one is using?

Behaviour-Led Adoption

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

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

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

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.

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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

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Small budget? Bootstrapped startups and charities get reduced rates.

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