Bad design costs money, time, trust, and the customers you never knew you lost.

Andrew Woods

My Story

Smiling man wearing sunglasses on head and patterned sweater, sitting on a purple chair with a laptop on his lap and feet resting on a table.

I design with a simple principle: start with the customer and work backwards. I focus on solving complex product problems in ways that create real value for users and measurable impact for the business.

Over 15 years, I’ve worked across startups, agencies, SaaS platforms, and global organisations, shaping product strategy, leading UX direction, and applying AI thoughtfully to improve usability and decision-making.

I design with one principle: start with the customer and work backwards. AI changed how I do that. From research through to prototyping and production code, the whole cycle runs faster and closer to what actually ships.

Andy hiking with friendsDesign TeamA group of people engaged in a meeting around a table with laptops, papers, and a toolbox in a modern office.Andy SwimmingMan in black sweater pointing at a large wall chart detailing Les Mills Connect app workflow with sticky notes.
Andy hiking with friendsDesign TeamA group of people engaged in a meeting around a table with laptops, papers, and a toolbox in a modern office.Andy SwimmingMan in black sweater pointing at a large wall chart detailing Les Mills Connect app workflow with sticky notes.
Andy hiking with friends
Man in black sweater pointing at a large wall chart detailing Les Mills Connect app workflow with sticky notes.
A group of people engaged in a meeting around a table with laptops, papers, and a toolbox in a modern office.
Andy Swimming
Design Team
  • Andy hiking with friends
  • Design Team
  • A group of people engaged in a meeting around a table with laptops, papers, and a toolbox in a modern office.
  • Office gathering with people socializing, holding drinks, and snacks on tables in a bright open workspace.
  • Andy Swimming

Strategy & Direction

UX strategy & product alignment
Customer journeys & service design
Stakeholder facilitation
Evidence-based product decisions
AI-assisted research & synthesis

Experience & Execution

Information architecture
Flows & prototyping
Usability testing & validation
Design systems at scale
Accessibility & inclusive design

AI & Product Acceleration

Claude Code & Design
Deep research with AI
Figma make and AI
Maze, Hotjar, FullStory & Datadog
Miro & workshop facilitation
HTML, CSS, technical fluency
AI pipeline design & implementation

Frequently Asked Questions

What do you genuinely love about product design?

I love the moment when something messy finally clicks. Product design sits between people, systems, and constraints and I enjoy bringing clarity where there wasn’t any.

What does success actually look like for you?

Success is when customers move faster, feel less friction, and don’t need instructions. If the product makes their work easier and the business sees measurable impact, we’ve done it right.

What values guide how you work?

Clarity, honesty, and ownership. Say what isn’t working. Listen carefully. Make decisions that hold up under pressure and over time.

Where do you do your best work?

In cross-functional teams with trust and healthy debate. I’m comfortable with pace and ambiguity as long as decisions are grounded in real user insight.

How do you think about AI in product design?

AI is a practical accelerator. I use it to explore faster, test smarter, and remove friction — both in how teams build products and how customers use them.