You have a vision. You need a product.
You can pitch it in two minutes. Your engineers need it as two hundred decisions.
A product model and a prototype your team can argue with, test and build.
Fractional design lead
I make complicated software make sense.
Your team can build fast. I make sure it’s building a coherent product.
I work with you and your engineers on the decisions nobody has had time to own, then turn them into standards your team, and its coding agents, keep using.
IntroductionOn this page
The problem
Where is your product stuck?
You have a product. It’s drifting.
Each module made sense when it shipped. Together they behave like separate companies.
One priority workflow redesigned, plus the rules that make the next one easier.
You shouldn’t have to be the answer to every design question.
Why it happens
Everyone ships fast now. Faster won’t fix fuzzy.
Fuzzy is what a thousand small decisions look like when whoever holds the ticket makes them.
Each of these gets answered either way. I make sure it’s answered once, on purpose, and written down.
What I do
What I do about it
Pick the problem
We sit down with your engineers and use customer needs to choose the workflow causing the most confusion. We settle the product model, priority workflows and shared terminology while changing them is still cheap.
Make it tangible
I design and prototype the flow so we can test it, then work with your engineers on the states and edge cases. Where it helps, I work directly in the frontend, so your engineers aren’t left guessing.
Make it reusable
We turn the decisions into shared patterns, components, Storybook and guidance your team and its AI agents can follow. The next feature starts from a standard you’ve already agreed.
You won’t get a 90-page strategy deck. You’ll get a product you can put in the hands of customers.
Services
What I can help you with
Some teams need direction. Some need screens. Most need both, so I do both.
Slop cleanup
Fast-moving teams ship fast and leave slop behind: confusing flows, inconsistent screens, duplicated patterns. I clean it up and leave a shared standard, so the next feature starts consistent.
Agentic Design Systems
Reusable components, patterns, tokens, and usage guidance for your team and coding agents. Where it fits the scope, I include Storybook and standards tied to the product.
Product & Web Design
Web and mobile products, websites, and prototypes tested with users. I work through the structure and key workflows so your team has a clear direction to build.
Brand Identity Systems
A visual identity, typography, color, and usage guidelines that give your product a consistent character. Available on demand alongside either engagement, quoted separately.
Selected work
Proof, not adjectives.
Founders who left Google, Microsoft, SAP, and Amazon to build their own companies bring me in as their founding designer
Industrial AI
$10MSeed round · July 2025Fortune 100Company-reported pilotsWeb + mobileProduct experiencesEarly demosCustomer & investor conversations
IntuigenceAI
A founder’s vision. A shared product reality.
- Seed round announced in July 2025
- $10M
- Successful pilots reported by the company in July 2025
- Fortune 100
Making industrial AI tangible
I joined at the beginning, when an ambitious founder vision still needed a product experience engineers and prospective customers could see.
From the first demos to a broader product
I shaped early product experiences and demos, then expanded the work across web, mobile, storytelling, and a growing design team.
Something concrete for pilots and fundraising
The team had something to build around and demonstrate in customer, pilot, and fundraising conversations.
ProcurementWorkflowsProcurement redesignPilotsCustomer demonstrationsShared patternsDesign & engineeringBeyond MVPFoundations reused for years
Aerchain
A foundation that grew with the product.
From disagreement to a shared direction
The founder, designers, and engineers were struggling to agree on the product. I reframed the work around the customer, redesigned the procurement workflows, and introduced shared systems while working directly with engineers.
A product the team could demonstrate and build
The redesign supported customer pilots and shipping. Clearer workflows and shared patterns helped engineering move faster and reduced repeated design debates.
Foundations that kept paying off
The product and design foundations I helped establish continued to be used for years as Aerchain grew beyond its MVP.
Finance250+Locations · rtZen customer report20h → minutesCash forecast · Datastax reportProduct + brandDesign scopeDesign systemShared foundation
rtZen
A finance product, a shared system, and the story around it.
- Customer-reported use across Gulshan Enterprises
- 250+ locations
- Cash forecasting effort reported by Datastax
- 20+ hours → minutes
Making an early vision visible
Early on, I helped turn the founder’s vision into product experiences and a story people could see. The work spanned product, web, mobile, graphics, content, and creative videos for introductions, launches, and customer demos.
Giving the product and team a stronger foundation
At rtZen, I worked across product, brand, website, and content design, clarified the experience architecture, and helped hire and set up a designer and establish a design system.
What customers report about rtZen
Gulshan Enterprises reports using rtZen across more than 250 franchise locations. Datastax reports reducing the manual work for a weekly cash forecast across more than 10 international entities from over 20 hours to minutes. These are customer-reported results for rtZen’s product.
EV fleet charging$3.5MCompany seed round · 2020FordAcquired the company · 2021EV fleetsCharging softwareEarly stageProduct design
Electriphi
Early EV fleet software. Later part of Ford Pro.
- Company seed round in 2020
- $3.5M
- Ford acquisition announced
- 2021
Inside the early product
I worked on early product design for Electriphi’s EV fleet-charging software.
The company’s next chapter
Electriphi raised a $3.5M seed round in 2020. Ford announced its acquisition in June 2021, integrating the team and services into Ford Pro.
Logistics
9moComplianceLive use · client-reportedScorecardPositive client feedbackWeb + mobileInteractive prototypesCode handoffEngineering delivery
9 Minute Open
Logistics workflows, made tangible for the team.
Turning daily operations into workflows
The work covered driver and vehicle assignment, compliance, scheduling, and driver performance. I designed clickable Open, Close, and settings workflows, plus Compliance, Scheduling, and Scorecard experiences.
From prototypes to developer handoff
I worked across mobile and web prototypes, revised the experiences with the team, and supplied code handoff.
The parts already reaching users
Client feedback confirmed live Compliance use and a positive response to Scorecard. Other modules still needed further implementation or revisions.
In their words.
Engagements
Ways to work together
Start with a Sprint for one important product problem, or bring me in as your ongoing design lead. Both include senior direction and hands-on design.
A focused engagement
Product & Design Sprint
Three to four weeks on your most important product flows. A tested direction and build-ready work your team can take forward.
- Priority flows, explored and tested
- An interactive prototype and build-ready specs
- A design system foundation your team keeps
$7,500USD · fixed scope
3–4 weeks
50% to start · 50% before final handover
View complete scope: Product & Design Sprint
Product & Design Sprint
- USD · fixed scope
- $7,500
- Duration
- 3–4 weeks
A clear direction for one important product problem.
We agree the product area and priority flows before starting. I work directly with you and your engineers to test the direction, resolve the details, and prepare the work for build.
How we work
- Review the product, market and constraints; map the current experience and its highest-impact friction.
- Define product and experience principles for the agreed scope, with the founder and engineering team.
- Speak with selected users when their input will change the decision.
- Explore practical directions and test the strongest one through an interactive prototype.
- Review the chosen direction together before build begins, then prepare engineering handover.
What you get
- A product and UX diagnosis, with a practical next-priority list.
- Redesigned priority flows: screens, states, interaction details and build-ready specifications.
- An interactive prototype for review and validation.
- A clear design direction, initial reusable tokens, patterns and component decisions, plus instructions for the team’s AI design tools.
- A recorded walkthrough and a written record of the design decisions.
What completion looks like
- A clear direction, tested work engineering can build, and a shared bar for quality.
- If that’s enough, we stop there. If you need ongoing support, the Sprint feeds into Fractional Design Lead.
Fee and timing
- $7,500 USD for a fixed scope over 3–4 weeks. Applicable taxes are additional.
- 50% is due to start; the remaining 50% is due before final handover.
- Move into Fractional within 30 days of the Sprint for preferential scheduling.
Responsibilities and boundaries
- Engineering owns architecture, estimates, implementation, testing and release dates.
- Full product management, sprint management and backlog administration require separate scope.
- Brand identity is available on demand and quoted separately. Marketing design, pitch decks and unlimited production work are outside this scope. Additional specialists or capacity are quoted separately.
- Travel, specialist research and external production costs require prior approval.
An ongoing partnership
Fractional Design Lead
For teams that need a design owner now, before hiring a full-time lead. I carry the agreed design work from problem to release.
- Two priority workstreams at a time
- Hands-on design, code and engineering support
- An evolving system and design QA
$6,500USD / month
3-month initial commitment
Billed monthly in advance
View complete scope: Fractional Design Lead
Fractional Design Lead
- USD / month
- $6,500
- Commitment
- 3-month initial commitment
Senior ownership, close to the work.
I embed with your team to own design direction, experience quality and two active workstreams. A workstream is one focused product area or connected feature set.
How we work
- A weekly founder and team working session, with one shared priority list.
- Two active workstreams at a time. New priorities replace existing work; they do not pile on.
- Direct support while engineering builds, including critique, decision reviews and defined async feedback.
- A monthly review of what shipped and what comes next.
What I take on
- Improve existing workflows and define new ones, turning priorities into flows, prototypes and build-ready screens.
- Write agreed interface code in your team’s stack and stay close to engineering through implementation decisions.
- Build an evolving agentic design system and custom design skills for the team’s AI tools.
- Review design quality before agreed releases and record decisions the team can reuse.
- Support team shape, design capability, and defining and hiring your future internal design owner.
Who owns what
- I own design direction, experience quality and the agreed workstreams from problem to release.
- The founder owns final business priorities. Engineering owns architecture, estimates, implementation, testing and release dates.
- Full product management, sprint management and backlog administration remain outside this engagement unless separately scoped.
Fee and commitment
- $6,500 USD per month, billed in advance. Applicable taxes are additional.
- A three-month initial commitment gives us time to establish context and carry the work through.
- A 10% discount is available for a six-month commitment.
Outside this scope
- Additional specialists or capacity beyond the two agreed workstreams are quoted separately.
- Brand identity is available on demand and quoted separately. Marketing design, pitch decks and unlimited production work are outside this scope.
- Travel, specialist research and external production costs require prior approval.
All fees are in USD, excluding applicable taxes. We confirm the scope and responsibilities before starting.
Getting started
Scope and fees agreed before work begins.
- You send a few lines
- We talk it through
- I propose scope, timing and fee
Questions
“But…”
What if I already have a designer?
Keep them. If what’s missing is product direction or a system, I work alongside them. If you mostly need more hands, that’s a different hire, and I’ll say so.
Should I hire a full-time lead instead?
You might, once the role is clear. I’m for the stretch before that, when you need senior judgment now.
Why bring you in if my engineers can already build with AI?
AI can make screens all day. Someone still has to decide which ones belong.
Do you help with product decisions or just design?
Both. I help decide what the product should do, design how it works, and carry that experience into implementation. We agree on which responsibilities I take on.
How much does it cost and how long does it take?
Two ways to start: a fixed-scope Product & Design Sprint over 3–4 weeks, or Fractional Design Lead with a three-month initial commitment. Fees, full scope and payment terms are in the engagement cards above.
Let’s talk
Stop building it twice.
What product decision keeps coming back to you?
Send me a few lines about your product and where you’re stuck. A link or screenshot helps.