When I joined Lightful, the company was at a pivotal moment.
The product had value, the mission was strong, but the brand, the product experience, and the way design operated internally were no longer aligned with where the company was heading.
My role wasn’t just to “design screens”.
My role was to set foundations, visual, structural, and cultural, that could support growth, experimentation, and long-term product thinking.
My first focus was refreshing Lightful’s brand identity. The goal wasn’t a cosmetic redesign, but clarity.
I worked on redefining visual language, typography, colour, and tone of voice, creating a brand system that felt more confident, more human, and more adaptable. This new identity became the baseline for everything that followed, product, marketing, and internal communication, ensuring consistency and direction as the platform evolved.
I then designed and implemented a design system that connected brand principles directly to product decisions.
This system reduced fragmentation, sped up delivery, and created a shared language between design and engineering. More importantly, it allowed the product to evolve without losing coherence, supporting both short-term delivery and long-term growth.
Embedding AI into the process, designing the future responsibly
As AI became central to Lightful’s roadmap, my role evolved again.
I helped define how AI could be embedded into both the product and the design process in a way that was meaningful, responsible, and human-centred.
This involved experimenting with AI-assisted prototyping, testing prompts and workflows, and shaping tools that supported users rather than overwhelming them.
AI wasn’t treated as a feature or a trend, but as a capability, one that needed clear design principles, strong UX foundations, and careful consideration of real user needs.
This work laid the groundwork for AI-powered tools that delivered real value, while maintaining trust, clarity, and usability.
Next projects.
(2016-26©)
