I’ve spent 25 years helping teams make better decisions through design, and the last eight studying how design principles work in practice — what makes them useful, why most of them fail, and what it takes to change that.

What I can help with

Most teams I work with have one of these problems:

  • Decisions are slow, meetings go in circles, and the same questions keep coming up
  • Their principles exist but don’t get used when it actually matters
  • They’re building a design system and want principles that genuinely guide decisions, not just fill a documentation page
  • They want to build the capability to use, maintain and evolve their own principles without depending on outside help

How it works

Some engagements start with a single conversation to diagnose a specific problem. Others grow into something longer. I don’t have a fixed format — the right approach depends on what your team actually needs.

If any of this sounds familiar, get in touch and tell me what’s not working.

Get in touch

The best first step is a short email. Tell me a bit about your team and what’s not working — I’ll come back to you with some initial thoughts.