Direction for AI-built products

Ongoing design judgment for founders building with AI. You ship the product, I make sure it works well and feels like yours. Senior product design decisions, codified into rules your tools actually follow.

Let’s talk about your product

Approach

Design direction as code

Cursor, Bolt, Lovable will give you a working product by Tuesday. They won’t tell you whether it makes sense. The gap isn’t production anymore, it’s judgment: which features belong, how a flow should work, which hue is yours and why. Get those right and everything your AI produces from that point on works well and looks intentional.

What you get

  • Product design direction – which features belong, how flows should work, where to simplify
  • Visual identity – palette, typography, spacing, and the reasoning behind each choice
  • LLM rules and design tokens – constraints and code-ready values your AI tools follow automatically
Learn more about the approach

Cases

Impact through design

20 years of product design for organisations like Bang & Olufsen, Novo Nordisk, H&M, Adidas, and BMW, and six years as an independent fractional design leader embedded in small teams. The work has always been the same: making the calls that turn functional products into considered ones. What’s changed is the delivery format.

Recent work includes

  • Heco et al: Dual-platform strategy with consumer savings app paired with B2B market intelligence
  • Upright Music: Distribution platform serving musicians with TV, film, and commercial licensing
  • Bang & Olufsen: Merging a fragmented app ecosystem into a single, coherent product experience
See detailed case studies

Work together

Let’s talk about your product

I work with a small number of clients on an ongoing fractional basis. We start with your product as it exists, I work through the full scope of product design, from feature decisions and user flows to visual identity and component design, and then I stay involved as you grow. New features, new product areas, new decisions that need someone with context and judgment.

What to expect

  • 30-minute discovery call to understand your product and position
  • Initial review of your product, making foundational decisions your tools understand
  • Ongoing design direction and review as your product evolves

€1,080 per day, typically a few days a month.

Schedule a conversation