Decision design
I create decision design systems that help people use what they know, see their choices and decide what to do next.
Working systems
These guided tools help people turn what is in their heads into something they can use. Each one leads them through questions and choices, so they can shape an idea, make decisions and create a practical result.
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The method
Decision design helps people understand complexity, see their choices, and decide what to do next.
I look for the moment when knowledge exists but the person, team or community cannot yet turn it into a clear choice.
A framework you can use
I designed the Four Ds to keep human judgement present from the first question to the final result.
Use it for a project, a decision, a piece of writing or any task involving AI.
Begin with people, context and the real need. Gather what is already known before asking AI to add anything.
Use the stages in order. Return to an earlier stage whenever the work stops making sense.
Perspective
These high-concept visual portfolios show how I turn an idea into a complete visual world. I develop the concept, art direction, styling, composition, narrative and final edit.
Laundry Money recasts the unseen labour of ageing women as an empire of survival and defiance. A New Vogue reinterprets the iconic aesthetics of Star Wars through couture and editorial fashion.
A body of work
A social enterprise widening access to AI and creating practical routes to voice, confidence and opportunity.
Explore HDAI Book / 2024A seasonal system for turning marketing thinking into year-round practice.
View the book Leadership / ExperienceCommunications, engagement and transformation across regulated, public and technology environments.
View professional profileWork with me
I’m open to speaking, workshops, writing and selected collaborations in decision design, Guided Cognitive Systems and human-driven AI.
What would you like to explore?
Choose a directionKeynotes, panels, roundtables, podcasts and thoughtful public conversations.