The hard part
is never the screen.
I design products where the real complexity lives in the decisions behind the interface — balancing user needs, business goals and technical constraints to find the right way forward.
Ten years simplifying complexity — from enterprise compliance to consumer loyalty, from London fintechs to global media.
- 10+
- Years
- 4
- Case studies
- 6
- Industries
Pressure. Behaviour. Systems. Trade-offs.
Each case study contains a different interactive experience. I built them with AI-assisted development to make the product thinking something you can experience, not just read about.
I thrive in the gap between ambiguity and clarity.
I bring structure to ambiguous problems before the team opens a design tool.
I design systems, not screens — the interface is the last decision I make.
Behaviour is my primary design material. I start with the loop, not the layout.
The best design decisions look like business decisions by the time they ship.
Complex problems are my favourite kind. If you’re working on something at the intersection of strategy, behaviour, and technical constraint — I’d like to hear about it.
erimdap@gmail.com