I work on products where the hard part isn't the interface - it's understanding what people actually expect from it, and why the experience stops meeting that expectation somewhere along the way.

My background is in cognitive psychology, which means I study behaviour at the level below what's visible: the mental models people bring in, the decisions they make under real constraints, the moments where a product quietly loses their trust. That's the layer I design from.

Most recently I worked on a complex platform used by 9,900+ people daily - restructuring the entire experience around how people actually work rather than how the system was built. The most interesting part was never the interface. It was understanding the gap between what the product assumed and what people needed.

I do my best work in teams where design has a real job to do - and where user understanding is treated as something to be built, not assumed.