Writing
On commercial design, UX career growth, and what connects the two.
Why Your Demo Is Losing Deals (And It's Not Your Product)
Your demo is the most commercially important design artefact your company produces. Most demos are built around the product, not the buyer. They show features instead of solving problems.
The Clarity Tax: What Confusing Design Costs You Every Month
Every unclear value proposition, every confusing UI, every landing page that doesn't instantly explain what you do — these are silent taxes on your revenue. Constant, invisible, and compounding.
From Designer to Consultant: What Changes and What Doesn't
When I made the shift from in-house UX designer to commercial consultant, I expected the tools to change. I didn't expect the mindset shift to be so complete.
UX Designers: Stop Presenting Screens. Start Presenting Outcomes.
If you're a UX designer who's been presenting work to stakeholders and getting polite nods but no real engagement or buy-in, I know why. You're presenting screens. Start presenting outcomes.