Product + experience design for small teams

I typically work with founders when the stakes are high.

On complex products with lots of moving parts. A messy middle that nobody has made sense of yet.

Maybe you’ve a bold vision of the future, and need help to bring it to life.

Maybe you’ve got a product in market but it’s broken and putting pressure on your business.

Maybe you’re ready for your next phase of growth and your product needs a strategic rethink.

You’re an expert in your field. But turning that expertise into a product people love to use… That’s where I fit in.

An experienced pair of hands who works closely with you. Helping to lead the design from complexity to clarity.

Services

Product Advice

A light in the dark for founders who are stuck and need a way forward.

  • You’ve been wrestling with a specific product problem and can’t see a clear way through

  • You have ideas but no outside perspective to help you pressure test them

  • You need expert input without a big investment

    • You’ve been stuck on a specific product problem for a while

    • You have ideas but need expert input to move forward

    • You need clarity and direction without a big investment

    • An honest assessment of your specific product challenge

    • Clear recommendations and a prioritised action plan

    • A follow-up conversation to make sure it lands

Product Sprint

For specific projects that need focus, expertise and momentum.

  • You have a feature that needs redesigning

  • Part of your product is broken and needs fixing

  • You need a small app designed and built

  • You need senior design support for a specific, time-bound project

    • Part of your product is broken and needs fixing

    • You need a new feature designed

    • You need a small app designed from scratch

    • You need a focused piece of design work delivered fast

    • You need senior design support for a specific project

    • A focused discovery workshop to align on scope and goals

    • Low fidelity concepts and validated design direction

    • Final design files ready for development

    • Handover support to your development team through build

Product Transformation

For the moments that will define the future of your business.

  • You need help to transform your rough prototype into a living, breathing commercial product

  • Your existing product is underperforming. Customers are leaving. Revenue is suffering. And the pressure is mounting.

  • Your legacy product is holding your business back and needs to be brought into the future

    • You want to turn a bold vision into a product your customers love

    • Your product isn’t ready to raise investment

    • Your product needs a rebuild from the ground up

    • You have a complex product but no design leadership

    • Your application is broken and it’s costing your business

    • You’re ready to scale but your legacy product is holding you back

    • A clear product vision and strategy to guide the work

    • End to end UX and product design, from concept to final files

    • A design system built for your product and team

    • A product your customers love to use

Mahi

Service Design

Increasing Moments of Human Connection in Mental Health

Information Architecture + User Experience

Helping older Australians and their Carers Access Assential Information

Product + Experience Design

Building a Compassionate & Intelligent Personal Library

Hi, I’m Az.

I’ve spent 20 years or so helping teams to make better products and services that move people forward.

I go beyond the surface + get to the heart of things. To design with care. To help you focus on what really matters.

Made for people. Made with Mahi.

  • Navigating complexity. Faster decisions + building for growth

    “Under tight timelines and complex stakeholder needs, Az made the design process effortless. He quickly grasped our vision, turning complex business requirements into a solution that truly delivered.

    His structured approach and clear communication kept us aligned every step of the way, making stakeholder management easy. It helped us move fast, avoid surprises, and stay in control. The discovery process gave us clarity, challenged our assumptions, and made decision-making so much easier.

    And the final design system? It set us up to scale with confidence. Working with Az wasn’t just about delivering a great product—it set us up for long-term success.”

    – Kellie, Callaghan Innovation

  • From big AI vision to clear plan + prototype

    “Az helped me cut through the noise & get clear on my AI education app for Stanford Business School.

    As a solo founder, I needed direction, a mapped-out customer journey & a prototype to market test with.

    He made the process simple & collaborative, giving me the clarity & confidence to move forward.”

    Sammy, Founder & PHD Student

  • From idea to action. Setting founders up for success

    “From our very first meeting, Az took the time to truly understand the goals and needs of our small business client, ensuring they had everything required to launch their new venture. He made the entire process feel effortless, bringing a wealth of experience and insight to transform abstract ideas into compelling, actionable solutions.

    He was flexible, transparent, and always went the extra mile to make sure the founder was fully prepared to take the next step. His work was thoughtful, professional, and exactly what we’d envisioned. Working with him was an absolute pleasure.”

    – Adam, Product Manager

  • Transforming our product experience. Effortlessly

    “Az just gets it.

    He took something complex & made it effortless. Reducing steps, simplifying workflows, & keeping everything focused on the user.

    No fluff, no wasted steps. Just a smooth, intuitive experience that works.

    He is professional without being pushy. Easy to work with, always moving things forward, & making sure the customer experience comes first. Our new interface speaks for itself. We put it in front of someone &  they get it instantly. 

    That’s the power of simplicity.

    A smart investment that delivered real results. If you want a product that’s seamless and easy to use, work with Az.”

    – Paul, Director, Cruz Money

  • Strategic. Effortless. Designed for Impact

    “Az took the time to truly understand my business, goals & the industry.

    His strategic, no-fuss approach made the process seamless & each iteration of the solution built on the last – growing into something far beyond my expectations.

    The final result was exactly what my business needed to stand out & succeed.

    Professional, collaborative & effortless to work with. Highly recommend.”

    – Sam, Director, Walker Primary Power

Let’s talk