I'm Diana, a product design lead and researcher in London. I've led design on products people depend on daily
For 10+ years I've designed the products most people find intimidating: AI marketing platforms, football scouting systems, airline design systems.
My job is done when a marketer reads a media-mix model without an analyst, or a scout files a report from a stadium seat without thinking about the interface at all.
In 2026, generating output is straightforward. Knowing which output is worth something and shaping it into something a client can trust is a different skill entirely. That’s the layer I’ve spent a career building and what I bring to every project.
{{ p.b }}
Most of the work, and most of the value, lives at the bottom. Each layer only earns its place once the one beneath it is solid. Hover a layer to explore.
{{ active.desc }}
Adding AI everywhere isn't the answer. It's a layer near the top, powerful, but only once the basics below it are right. Get the foundation solid first, and AI becomes something people can genuinely fold into how they work.
Same eye, no brief. The instinct I bring to products starts on a canvas. Composition, restraint, and knowing the exact moment a thing is finished.
Oil & acrylic · the studio, London