Capabilities
From strategy to production—brand, advertising, and the full interface stack.
I start with brand and advertising strategy, then carry design and development on the same line. Each pillar below explains how I embed quality on the delivery side—from first sketch to long-term maintainability.
Performance engineering
Budgets, traces, and shipping discipline
I profile early with Chrome traces and field data, then codify budgets in CI so regressions fail before merge. Code splitting, image pipelines, and font strategy are negotiated alongside UX—not bolted on later.
- Route-level and component-level lazy loading with intentional skeleton UX.
- Server-first rendering and streaming patterns where they materially improve TTFB.
- Third-party script governance with staged loading and consent gating.
Inclusive interaction design
WCAG 2.2 as a baseline, not a sticker
Accessibility is threaded through tokens, focus order, and live component docs. Screen reader spot checks and keyboard audits happen continuously—not as a last-mile audit surprise.
- Semantic landmarks, heading hierarchy, and skip affordances for dense apps.
- Motion preferences honoured with reduced-impact alternatives.
- Colour contrast validated against real brand palettes—not synthetic swatches.
Design systems & APIs
Composable UI with governance
I align component APIs with how product teams actually extend them: slots, variants, and documentation that stay in sync with Storybook or Figma libraries.
- Token-driven spacing, typography, and elevation scales shared across surfaces.
- Versioning strategy for breaking visual changes with codemods when feasible.
- Cross-discipline rituals so tokens and props stay mutually intelligible.
Motion & narrative UX
GSAP, Lenis, and restraint
Scroll-linked storytelling only works when it respects performance and reduced-motion settings. I choreograph timelines with cleanup, scrubbing, and layout-stable transforms.
- Lenis + ScrollTrigger wired on a single frame loop to avoid scroll jank.
- Pinned sections scoped with clear start/end markers for maintainers.
- Mobile-specific easing and distance to keep frames stable on mid-tier GPUs.
Method
A transparent cadence from discovery to iteration.
No black-box handoffs. Each phase produces artefacts your team can reuse—research notes, component inventories, and release checklists that survive beyond my involvement.
- 01
Discover & frame
Stakeholder interviews, analytics review, and risk mapping. We agree on success metrics, accessibility level, and performance budgets before visual polish locks.
- 02
Model & prototype
High-fidelity UI in code where it matters: interactive states, edge cases, and data-dense tables. Design tools stay the source of truth for exploration.
- 03
Ship & observe
Progressive rollout, feature flags, and monitoring dashboards. Launch week includes paired war-room support and documented rollback paths.
- 04
Learn & harden
Post-release synthesis: CWV deltas, support tickets, and backlog grooming for the next increment. Knowledge transfer sessions for internal owners.
Operating principles
How I protect your brand, users, and roadmap.
These principles guide trade-offs when timelines tighten. They keep decisions legible for executives and engineers alike.
Trust by default
Transparent estimates, explicit assumptions, and weekly written updates. No surprise scope—if risk shifts, you hear it early with options, not noise.
Privacy-aware delivery
Analytics, cookies, and third-party embeds are weighed against GDPR and KVKK expectations for Ireland, UK, Turkey, and EU programmes—and adapted sensibly for global audiences. I favour minimal data collection and documented data flows for your DPO.
Clarity over cleverness
Interfaces should teach themselves. I bias toward predictable patterns, legible hierarchy, and copy that works across localisation—even before translation ships.