Digital Product Design

Wireframing, sketching, prototyping, product design and design systems.


We use Product, UI, UX and Interaction design to craft products that make people’s lives better. We’ll host workshops with you where we’ll figure out your product vision, then break that vision down into a roadmap by feature definition and prioritisation based on user goals and key business objectives.

Our approach to product design is heavily driven by data and psychology. Our decisions are frequently shaped by qualitative and quantitative data, feedback from users and interviews with real customers. We combine this with behavioural psychology, laws of UX and my understanding of cognitive biases. This ensures the choices that matter are well-thought out and pragmatic, attributing to your product’s success by driving it’s key metrics.

We start by understanding the entirety of the problem, using tools like product stories, storyboards, user journeys, personas, feedback, key metrics and moments, market trend research and inherit stakeholder knowledge to understand the breadth and depth of a problem. We combine this with research about the business, using tools like competitor / SWOT analysis and pitch decks to form a clear picture of your organisation’s context, situation and vision for the product.

Once we understand a problem space fully, we can move on to ideation where we focus on the full spectrum of technical feasibility, human desirability and economic viability. When working with your team, we're big advocates of employing design thinking — a lean process of brainstorming, empathy research and prototyping that both minimises risks with new ideas and improves the speed of learning and sharing.

For large projects with many stakeholders or a vendor-client style relationship, we like to summarise what we’ve discovered with a deck that typically consists of key concepts, proposed benefits and hopefully even a sizzle reel to generate hype. It’s a quick and effective way of demonstrating what we’ve learned and communicate the most important high-level takeaways to everyone involved.

We then turn these ideas and prototypes into flows — wireframes of user journeys through the product. Depending on the breadth of the product, these will either be sketches or low-fi wireframes (we tend to work a lot faster in Sketch than with paper). This is also where we start gathering visual inspiration in moodboards and look into creating coherency with rest of the product ecosystem.

Finally, we dive into Figma to create pixel-perfect interfaces and high-fidelity animated prototypes. We like to take a component-first approach, starting with a distributed design system where possible. We're passionate about working efficiently with development teams to deliver these designs and encouraging seamless handover.