Product Designer

and systems thinker.

Designing impactful digital products with clarity, speed and soul.

Work About

Shaping products through
Systems Thinking
UX Strategy
UI Craft
Scalable UX
User Research
AI Integration
Design Systems
Usable Code

• UX | UI | Product Design •

Crafting seamless and intuitive experiences

• Scalable Design Systems •

Building consistency that scales across products

• B2B | B2C | SaaS •

Designing for users, businesses, and beyond

• Leadership | Strategy •

Inspiring teams with vision and innovation

Featured Work

Real products, real users, measurable results.

Holistic AI

Designing Ethical AI Management at Scale

Designing a modular AI governance platform used by global enterprises to manage risk, compliance, and regulation in a rapidly evolving landscape.

Increase in monthly AI system onboarding

Sign-ups to the AI Tracker

High-profile new and returning clients

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Bedfinder

Revolutionising Care Home Discovery and Management

Providers Registered

Helpdesk Calls

Bed Vacancy Time

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Grosvenor Casino

Redefining casino gaming through unified design systems

Avg session duration

User retention

Dev hand-off time

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Trusted By

Teams and organisations that have relied on my design expertise.

… And more, but these are the names I’m hoping you’ll go “oooo” to.

About Me

Human-centred. System-smart. Always intentional.

I am Sim, a London-born Product Designer with over a decade of experience crafting thoughtful, user-led digital experiences. I specialise in end to end design for complex systems, from research and strategy to pixel perfect UI and scalable design systems. I have led design efforts across industries including healthcare, finance, and education, delivering elegant solutions for startups and global enterprises alike.

With a strong foundation in UX and a sharp eye for interface design, I thrive in environments where design meets complexity. I collaborate closely with cross functional teams, bridging strategy and execution, and I am passionate about elevating the craft through mentoring, system thinking, and exploring emerging technologies like AI.

Outside of design, I am a blacksmith in training, a collector of antiques, and a local badminton champion. Design is my lens on the world, structured, intuitive, and built to last.

Tools of the Trade

A focused, evolving toolkit shaped by real-world product design.

Ideate & Collaborate

Research & Test

Design & Prototype

Collaborate & Align

Kind Words

Trusted by founders, engineers, and product leaders I’ve collaborated with.

❝ A true systems thinker. Sim doesn’t just design for the screen, he designs for the entire product ecosystem. ❞

– Product Manager, B2B SaaS company

❝ Sim just gets it. He understood our technical constraints right away and worked closely with engineering to make the designs practical without compromising the user experience. ❞

– Head of Engineering, Global AI SaaS Startup

❝ Calm under pressure and incredibly fast. Sim took feedback well, responded thoughtfully, and delivered high-quality work even on tight timelines. ❞

– Senior Product Manager, Agency

❝ What stood out most was Sim’s ability to bring structure to ambiguity. He helped us align on the problem before jumping to solutions, which saved us so much time down the line. ❞

– Head of Product – Global Healthcare Company

❝ Sim brings clarity where there’s chaos. His ability to unpack complex problems and drive toward meaningful design solutions is unmatched. ❞

– VP Engineering, AI Startup

Let’s Connect

Whether it’s your next product or team you’re building, I’d love to hear from you.