Understand the serviceOne user, one job, done well.
What I decide
What you get
The build got cheap. The design didn't.
Three ways agents fail
Teams pick a platform, then look for a job for it. The agent ends up doing two jobs badly.
Instructions get written by whoever is nearest the keyboard. Vague briefs make vague agents.
Legal, policy and compliance see the agent the week before go-live. Approval gates become paint, not architecture.
Every agent gets designed.(usually by accident)I design them around the people who use them.
| Comparison | AI Agents Designer | Service Designer | UX Designer | Engineer |
|---|---|---|---|---|
| Owns | The agent's role, persona, skills, tools, memory, channels and guardrails | End-to-end service journeys, touchpoints and policy intent | Screens, journeys and interface patterns | The code, models, integrations and infrastructure |
| Main output | A signed-off agent design pack, ready to build | Service maps, blueprints and design histories | Prototypes and UI specs | A running agent in production |
| Works with | Service owners, legal, policy, compliance, engineering | Policy, operations, users and multi-disciplinary teams | Researchers, product managers, developers | Product, platform and data teams |
| Answers | What should this agent do, and where must it stop? | How does the whole service work for people? | How should people use this screen? | How do we make it run, reliably? |
| When | Before the build, and at every change | Discovery through live service | Throughout delivery | During and after the build |
I've worked across all four seats. That's why I can design the first one well.
What I decide
What you get
What I decide
What you get
What I decide
What you get
What I decide
What you get
What I decide
What you get
What I decide
What you get
What I decide
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What I decide
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Design spine
Instructions, tools, guardrails and the rest are different pieces of the same agent. I run these five questions through each one so the anatomy stays coherent and buildable.
Who is it for, and what one job does it do?
What must it never do?
What does it need to touch?
When must a human step in?
How will you know it's working?
The best agents don't sit beside a service. They live inside it.
In numbers.
An AI agent for user-centred design workflows.
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Ask me anything about UCD.
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I'm among the first in the UK to design and ship AI agents built specifically for user-centred design.




















22
years in product engineering and design
16
years in the UK across various sectors
8
years in public sector
2
years designing agents into live products and for the community
2004 – 2010
Engineering
Nokia, Alcatel Lucent, Wipro, Cognizant, Yahoo!, Orbitz, bwin.party.
2010 – 2012
UX Design
Rank Digital, IBM, Mecca Bingo, Grosvenor Casinos, Blue Square.
2012 – 2018
Product Design
British Airways, Just Eat, Betfair, Fiserv, Nationwide, Travelex, Avis Budget, Vodafone, Virgin Media, O2 Business, Fjord / Accenture Interactive, giffgaff.
2018 – now
Service Design
The Scottish Government (Social Security Scotland), HMRC, HMCTS, BEIS, Home Office, Cabinet Office, CQC, Ofgem, UK Export Finance, FCDO, Department for Education.
SC cleared · Certified Usability Analyst (HFI) · Master's in Computer Applications · UK public and private sector
You know an agent could help, but not yet what it should do, what it must never do, or who signs it off.
The build has started. The instructions, tools and guardrails need designing properly before anything reaches users.
The agent is live and not behaving as hoped. It needs redesigning, not just re-prompting.
You want your own teams to design agents this way, with the methods, templates and confidence to keep going.
It is now. Coding an agent has become the cheap part; tools like Cursor write the markdown. Deciding the agent's job, boundaries and behaviour is the expensive part, and it's a design discipline.
I can, and I build every day. But on your project I'm the designer. Engineering, or your AI tools, build from my pack, and I stay close to make sure what ships matches what was agreed.
Any. The anatomy is the same in Copilot Studio, Claude, OpenAI, Power Platform or a custom build. I design the agent first, then fit it to your platform.
I bring them in early, not at the end. Guardrails, approval gates and memory rules are agreed and signed off by the people who own the risk, and recorded in the pack.
Yes. I have eight years on GOV.UK programmes, hold SC clearance and design to the Service Standard, the GOV.UK Design System and WCAG 2.2 AA.
Usually within a week or two of a first conversation.
Available now · Contract, consulting and advisory

Tell me about the role or the agent. I reply within one working day.