I design for the version of the world that doesn't exist yet, inside companies that built the one that does.
For the last thirteen years I've worked as a designer and futures researcher inside organisations whose business models depend on the present staying roughly intact: pharma, workplace technology, mass-market retail. The job, as I've come to understand it, is to take the present apart carefully enough that the people paying me start to see what might replace it.
Three investigations currently organise the work on this site.
1. What lives where the purchase ends?
A long-running inquiry into the services and tools that sit between buying something and using it well. I currently lead the experience design team inside Core Services at IKEA Global Digital (Ingka Group), designing specific propositions while helping shape where the department goes next. The thread runs back to HP Advanced Design in Barcelona, where I led research and vision work that has since shipped as HP Build Workspace.
2. How do you design when the user didn't choose to be one?
Research and design across oncology, hematology, and OTC pharmaceuticals in India, Colombia, and Russia. Most of the brief was locked before it started: regulatory, manufacturing, cultural. The work was in the 20% that remained, and in learning to see that 20% as the whole design space rather than a compromise.
→ Pluspack : breast cancer drug
→ OTC packaging design(WIP)
→ Alivio : service design(WIP)
3. Whose futures get built?
Speculative and foresight work is still mostly written from the global north, in the languages of institutions that already have the future they wanted. Notes, projects, and questions from doing the same work from India, with a different starting position.
→ India by Design: A trends report
→ Masterclass - Speculative Design/Critical Design
→ Superfutures Club Asia
