My approach is centered around communication in the first instance—carefully defining the client's needs through understanding their business context. After that, a roadmap which includes planning and ideas generation drawing on a wealth of experience and technical resources is drawn up. Here is a breakdown of how it usually works…


I will help you to understand how your business can meet its objectives, identify competitors, and frame everything in a cultural context so that the project begins on message and never loses focus of its target audience or its business goals. Design always begins with explorations on paper. From there various options are explored through wireframes and reviews, with the ultimate goal of having a clear vision of what we're going to design even before we've designed it.


When it comes to communicating on a project, it has long been acknowledged that email is an outmoded and outdated form of communication, which can often lead to enormous, messy threads of past messages indenting ad infinitum. Trying to find past information and file attachments is even more of a chore—and that's precisely why I don’t use it (at least for the bulk of project communication). That's where an app like Slack comes in. With it’s well organised channels and group chat features, you can share files and collaborate in a way which doesn’t leave you pulling your hair out or struggling stay in the loop.

The process of building your next digital product, be it a website, a web-based service, or a native app should be an exciting and joyous experience. Everything else about the way the project is conducted and communication is carried out, is formed around that idea.

Screen Design

In most cases, a mobile-first/progressive enhancement approach will be taken to design working in Sketch, Adobe XD, and/or Framer/Origami based on the outcomes of the exploratory and wire-framing phases. Once complete, the designs will be prototyped so that you can experience the product, be it a website or an app, on your devices before it has even been built. This allows problems and potential improvements to be identified before the heavy-lifting work begins, and the design revised as necessary. I certainly don't send JPEGs attached to emails, it's just bad practice.


Whether it’s a website, or a web app—everything starts on a Mac with the command line. Using Mac allows use of the Unix-based command line, and that’s extremely powerful in the modern world of web design and ensures that the approach stays consistently at the bleeding edge of web design best practice, forces consistency and saves heaps of time. If it’s a native app for iPhone or Android, it can easily be built using the same approach as a web app, using either React Native or Cordova but development in Xcode/Android Studio is also offered depending on which approach best suits the project.

Testing & Deployment

The product is tested in all possible usage scenarios, and across the widest possible range of platforms and devices. Bugs are identified and fixed at an early stage, but testing should extend much further than just fixing bugs. User testing is an important part of any designers approach, especially for business-critical areas such as calls-to-action, product on-boarding and user interfaces for apps. Data is presented in a simple and easy-to-understand way, and intelligent solutions to problems are identified drawing on over 15 years of UI design experience.

Deployment is frequent and ongoing throughout this process, and is often as simple as a single Git command issued in the terminal window. No risky overwriting of files using FTP and no human-error-prone manual movement of source files of any kind are used during this process. The right technologies for deploying the product are selected and leveraged to ensure that your final product is secure, scalable, and blazingly fast.