I lead cross-functional teams to connect the dots between UI, UX, product and research. My approach is centred on empowering teams to craft groundbreaking digital products while establishing cohesive visual rhythms and robust brand systems.

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Heart of nature; head in digital
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BLOCKQUOTE
'A design system is a set of interconnected patterns and shared practices coherently organized to serve the purpose of a digital product.'
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REFLEXIVE
Reflexive design systems are a dynamic approach to design system development that emphasises adaptability and responsiveness to user behaviour and context. Unlike traditional static design systems, reflexive design systems incorporate feedback loops and data-driven insights to continuously evolve and optimise user experiences. By leveraging real-time user feedback, analytics, and machine learning algorithms, reflexive design systems can automatically adjust interface elements, content, and interactions to better align with user preferences, needs, and goals. This iterative process of self-reflection and adaptation enables reflexive design systems to deliver more personalised, engaging, and effective user experiences across various platforms and devices.
GENERATIVE
Generative design systems leverage artificial intelligence to automate and enhance the design process, transforming how digital experiences are created. By harnessing machine learning algorithms and neural networks, these systems analyse data, identify patterns, and generate design solutions autonomously. Going beyond traditional tools, they produce multiple design variations based on predefined parameters, enabling rapid exploration of possibilities. Additionally, generative design systems adapt and learn from user interactions, continuously refining their output. Empowering designers with AI-driven tools, they accelerate the design process, foster creativity, and spur innovation in digital product development.
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“Make it count” sums up our whole approach. Whether we are looking at design, copywriting or illustrations, we are all about emotional triggers that lead to action.
“Make it count” sums up our whole approach. Whether we are looking at design, copywriting or illustrations, we are all about emotional triggers that lead to action.
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“Make it count” sums up our whole approach. Whether we are looking at design, copywriting or illustrations, we are all about emotional triggers that lead to action.
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“Make it count” sums up our whole approach. Whether we are looking at design, copywriting or illustrations, we are all about emotional triggers that lead to action.
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To embark on a new project, you need to know everything you can about it. I will delve deep into your market to analyse past projects to figure out what worked and what didn’t. Together, we’ll use this research to move things forward, away from the business as usual.
DROPDOWN
Hamish Duncan
London
Reflexive design systems are a dynamic approach to design system development that emphasises adaptability and responsiveness to user behaviour and context. Unlike traditional static design systems, reflexive design systems incorporate feedback loops and data-driven insights to continuously evolve and optimise user experiences. By leveraging real-time user feedback, analytics, and machine learning algorithms, reflexive design systems can automatically adjust interface elements, content, and interactions to better align with user preferences, needs, and goals. This iterative process of self-reflection and adaptation enables reflexive design systems to deliver more personalised, engaging, and effective user experiences across various platforms and devices.

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