Scale design systems.
Increase adoption.
Boost performance.
What I do.
I help organisations build design systems from scratch.
Scale systems for large organisations (tokens, libraries).
Measure the performance of a system, identify pain-points.
I can also…
Help system adoption through advocation & workshops.
Align the system to your brand for stronger brand expression.
Create an environment for operational excellence.
How I do it.
Close collaboration and clear, open communication to establish efficient design and build procedures.
After a system is built, I employ user research methods to understand peoples thought patterns and mental models. Where possible I map the system to these models to ensure correct use, adoption and long term success.
Who I work with.
I work with start-ups and mid-to-large size companies to establish and mature systems and troubleshoot existing systems.
Common design system problems I can help you solve…
Problem 1
Often systems are built in isolation with no feedback loop from its users. Try running a short interviews or surveys to understand why teams are struggling and reduce friction.
Problem 2
Problem 3
Developers are confused when they receive files from designers because the Figma and coded components are out of sync.
Does the dev workflow have a design review before shipping? You can assign someone from design to maintain Figma and add a governance processes to ensure it doesn't deviate from what's live in the code.
Problem 4
We have no idea if the design system is actually helping.
Set up some key metrics like time saved, use rates, or adoption. As you learn more about how your system performs, this will offer guidance on what to prioritise.
Case studies
Building the design system for Deel, the worlds fastest growing start-up.
How I built the design system at Deel. The journey from foundations, to components, to the product.
Establishing Token architecture for a mature design system. Includes designing Dark mode, via token theming.
Testimonials
About me.
I started out in graphic and brand design before moving into the world of Product. Over the past ten years, I’ve worked across London, the US, and Amsterdam, with five of those years focused on design systems.
I’ve seen firsthand how a design system can transform an organisation when implemented well. Due to the power of compounding returns, design systems consistently offer the highest returns on investment within a product org.
My goal has been to help companies realise that value.
I’ve always been drawn to systems, not just those in products and teams, but the ones in everyday life. Nature's ecosystems, habit formation (habits are systems) and the patterns and fluctuations of economies. I'll read the history to understand how and why it came to be that way. One obsession, is the rise and fall of great companies and empires.
A good system can be the catalyst behind great change.
