Human-first experience design

Strategy + Experience Design for Products + Services

I work with business owners + teams to make products + services that help businesses grow.

🚀 Some people come to me with a new idea they need help to get off the ground.

🛠️ Others have something already in market, but need help to make it better.

🗑️ Some need to start again.

🎙️ Others just need to talk it out.

Either way, it starts with listening + getting clear. We make a plan that fits your specific needs.

Then we get to work.

It’s a human-first approach.

How I help

Sounding board

A 90-minute 1:1 session where you talk, I listen and you walk away with a bit more clarity.

Great for when you need a some support. A sounding board, to bounce a few ideas around or clarity to get unstuck.

    • Discovery to understand the size and scope of the challenge

    • “Something’s not working”

    • Planning new features

    • Fixing the experience before launch

    • Research & insights

    • Journey mapping

    • Experience review

    • Clear recommendations

Deep Dive

Get to the root of the problem.

Designed to be a short, sharp engagement to understand what’s really going on in your customer experience or service.

I dig into the details and find the biggest opportunities for change.

    • One big pain point

    • Low conversion

    • Friction in the experience

    • Short discovery

    • Collaborative design or solution sprint

    • Prototype, test & validate

    • Implementation-ready handover

Focused Fix

Solve one key problem, properly.

A targeted sprint to improve a specific part of your product or service, onboarding, sign-up flow, email journey, or any moment that matters.

    • Early ideas

    • Getting unstuck

    • Getting quick clarity

    • Pre-call prep form

    • 90-minute strategy session

    • Summary of key insights + action plan

Transformation

Redesign your experience for growth.

A strategic partnership to reshape your product, service, or business experience. From discovery through design to delivery, we work closely to reimagine what’s possible.

    • Service-based businesses ready to grow

    • Product teams preparing for scale

    • Founders launching something big

    • Strategy + Discovery

    • Full Experience Redesign

    • Prototyping & Validation

    • Delivery Roadmap

Mahi

Service Design

Information Architecture + User Experience

Product + Experience Design

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