Design Strategy
I craft strategic UX visions that set clear milestones, objectively enhancing customer experiences and driving product value.
We're in it...
I’ve seen it all: CEOs on the edge, dev teams stretched thin, customers in full panic mode. Tech problems are real — and Design usually finds itself right in the middle, trying to make sense of the chaos (while juggling our own).
That’s the job: pull the right people together, extract what matters, and map a way forward. Sometimes it’s smooth. Often it’s not. But even in the mess, I love the work.
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Velocity
Embracing agility enables rapid learning and adaptation. While speed is essential, I ensure quality by measuring twice before making informed adjustments.
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Collaboration
Design functions as the central hub, connecting various departments to ensure cohesive product development. Each stakeholder’s input is vital, with the user’s needs remaining paramount.
UX Metrics
Are you DTV ?
Designing to Value (DTV) isn’t just for industrial products—it’s a strategic approach for building digital experiences that resonate. At its core, DTV aligns design decisions with what users truly need and what the business actually values, maximizing perceived and measurable value.
Reaching a UX Vision is the highest expression of DTV. But how we get there matters just as much.
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Success metrics show how well UX milestones move the business forward.
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Progress metrics keep teams on track toward long-term goals.
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Problem value metrics quantify the cost of unresolved UX issues—so we know where to focus.
DTV ensures that every design decision moves the needle—for users and the bottom line.
UX Roadmap
Building a UX Vision .
A clear UX Vision is a powerful driver of both user satisfaction and business performance. By identifying who benefits—and how—we shape a vision that anchors the design process in real, aspirational outcomes.
Through experience audits, we uncover optimization opportunities, set measurable milestones, and guide progress with focused, sprint-level initiatives. A well-structured roadmap helps teams prioritize what matters now, next, and later—ensuring continuous, strategic improvement.
Each milestone becomes a strategic checkpoint to validate progress and align design decisions with user needs and business goals. As we evolve from current experience to future experience, we track key performance indicators (KPIs), adjust course as needed, and deliver on both product value and user delight.
Let’s build a forward-thinking UX strategy that delivers measurable impact.
iOS App
Surprise and delight .
Creating standout, user-centered experiences sometimes means pushing boundaries — even in conservative environments. For KPMG’s supply chain risk team, I designed an interactive game that broke from convention, offering a novel way to assess real-time risk in a format that was anything but dry.
This was a balancing act: challenge the status quo while respecting strict brand constraints. The design had to feel fresh without veering off-brand — creative, but purposeful.
The result? A highly engaging, on-brand experience that made supply chain risk feel accessible, memorable, and actually fun to explore.
Project highlights from my recent work
Social proof .
"Andrew made sure the Sealed brand was always the star - all I ever had to do was describe my business goals, and he would translate that into a beautiful and consistent creative outcome."
"I've known Andrew for over a decade. He's a true creative with a passion for the craft. If a project isn't a fit for Big Spaceship, I send it his way."
“As a creative, working with Andrew has been a real pleasure. He has a strong dedication to creating strategic design experiences that both drive conversions and uphold brand integrity. As a leader, Andrew’s approachable nature encourages open communication and idea sharing, creating an efficient and unified team.”