Design

Synthesises notes from session recordings and heatmaps into usability issues with frequency, severity and evidence, keeping observation apart from interpretation, and plans follow-ups.

Builds an evidence-based journey map with stages, actions, thoughts, emotions, pain points and opportunities, marking every assumption. Use after interviews or studies about one segment.

Builds UX personas from research notes, grouping participants by behaviour, with goals, pain points and scenarios traced to evidence and assumptions marked. Use after interviews or field research.

Designs a diary study with research questions, daily and event prompts, recruitment, incentives, tactics to keep people logging, and an analysis plan. Use to study behaviour over weeks.

Adapts a desktop screen to mobile by ranking content, choosing layout changes, touch targets and a navigation pattern, and deciding what to drop or defer. Use for responsive products.

Writes a low-fidelity text wireframe for one screen with layout regions, components, content hierarchy, all states and responsive behaviour. Use before visual design or to brief a developer.

Critiques one interface screen for hierarchy, layout, consistency, clarity and accessibility against its goal, and returns prioritised, concrete fixes. Use when reviewing a mockup or live screen.

Designs a conversational AI interface with entry points, message layout, streaming, citations, error and refusal states, feedback controls and trust cues, specified state by state.

Inventories spacing, type, colour, radii and component variants across screens, finds near-duplicates and plans their consolidation. Use before building or cleaning up a design system.

Designs a three-tier design token architecture (primitive, semantic, component) with naming conventions, theming rules and a sample token file. Use when starting or restructuring a design system.

Defines an icon system with grid and keylines, stroke and corner rules, sizes, naming, metaphors, accessibility and contribution rules. Use when a design system creates or tidies up its icons.

Designs a dark theme from an existing light palette, covering surface elevation, semantic colour mapping, contrast checks, images, charts and token changes. Use when a design system adds dark mode.

Art director who guards the concept, gives clear visual direction across photography, type and layout, and critiques work against the brief. Use as a creative lead for visual projects.

Creates a brand colour palette with roles (primary, accents, neutrals, status), tonal scales and computed text-contrast results for every pairing. Use when building a brand or product colour system.

Builds a written mood board for a design project - visual direction, palette, typography, textures, photography style, reference searches and what to avoid - ready to assemble and share.

Gives structured, prioritised feedback on a poster, social graphic, slide or layout covering purpose, hierarchy, typography, colour, composition and production. Use before finalising a design.

Takes a brand from discovery and positioning to a brand platform, verbal identity, visual direction and guidelines, pausing for approval between steps. Use for a new business or a rebrand.

Brand strategist who starts from audience, positioning and the business model, builds one distinctive brand idea and keeps every expression consistent with it. Use as a branding partner.

Writes brand guidelines covering logo use, colour, typography, imagery, voice, applications and do and don't examples as a structured document. Use when a team formalises its brand.

Defines a brand platform with purpose, mission, vision, values with behaviours, positioning, personality and promise, each tested for distinctiveness. Use when setting brand foundations.