Selected work
Pitch lead · UX Director
Revolutionising parenting
in Abu Dhabi
The brief was a school finder. What parents actually needed was a companion, covering pregnancy through formal education. We reframed it, won the pitch, and shipped in 14 weeks.
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UX lead · at HUGE
Turning card data into
a hospitality experience
Chase knew everything about its Sapphire cardholders. Their hotels knew nothing. The gap between those two facts was the design problem.
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UX lead · at HUGE
Private banking,
rebuilt for the screen
Decades of client data and investment expertise, none of it reaching clients in a way that felt trustworthy. Delivered in seven months against a two-year estimate.
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UX Director · at BrainLake
Diagnosing a
retail giant
Six of six users chose Amazon over Carrefour at the same product and the same price. The reason was one piece of information Carrefour wasn't showing them.
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Ongoing · Sirat Studio
Knowing when
not to answer
A thousand years of scholarship made readable, built so it knows when not to answer. Our own product: strategy, design, content and AI architecture, all in-house.
Read case study →Years of craft / 001
Largest team led / 002
Continents worked / 003
Industries served / 004
What we do
Strategy
Most design problems are strategy problems in disguise. Before anything is drawn, we work out what the thing is for and what would make it worth building. At ADEK, a strategic reframe won the pitch.
- Positioning
- Product definition
- Pitch & roadmap
Research
We run research to find the thing that changes direction, not to confirm what everyone already assumed. Six users, same product, same price, and a unanimous result that redrew a retail roadmap.
- User interviews
- Heuristic & benchmark audit
- Usability testing
Design
Interface, identity, and the systems that keep them coherent across platforms, languages, and years. Nothing added without purpose.
- Product UI
- Brand identity
- Design systems
Development
We ship what we design. Mobile, web, and the AI architecture underneath, with engineering, product and design working the same problem at the same time.
- Flutter · React
- Java · Python
- RAG & AI systems