Realistic human behaviour sits at the centre of everything I design. I study behavioural economics, psychology and human nature to ensure that anything I design delivers value to people.

At a macro level, every designed ‘object’ (be it physical or digital) is perceived by a human through 3 lenses. For example, the ‘Evolutionary’ lens makes sharp, pointy shapes denote danger. While the ‘Cultural’ and ‘Personal’ lenses attribute qualities learned through the person’s experience and upbringing.

How a person interacts with a machine. I most often design websites and apps. Other interfaces include; specialist software, controls for robotics, data analysis tools, business intelligence systems and more. 

People understand designs by spending time using them. I test and research users interacting with my work, adjusting the design based on what I learn. With view to providing the best experience possible.

Making information easy to understand for a person looking at it. The most common form of data-visualisation is an infographic. I create interactive ways for people to comprehend large data-sets.

Arranging images, illustration and text to communicate a message. I create attention grabbing, elegant and easily understandable designs for the web and printed materials.  Most commonly used in advertising.