Discipline
Product Strategy
Close
Martin uses strategy to cut through the noise, set clear goals, and keep teams advancing with purpose.
Philosophy
Strategy kickstarts and keeps track of all the moving parts of a project. It's a simple plan: understanding where the team is, where it needs to go, and what it takes to get there.
Strategy board created for Super Dispatch.
Approach
Answering the ‘Why,’ ‘Where,’ and ‘How’ requires honesty and complete transparency, acknowledging existing strengths and weaknesses without sugarcoating the reality.
Strategy board created for JustPark.
In practice
Every initiative, from a new strategy to a feature update or a roadmap tweak, is built around clear goals, challenges, and resources, all captured in a shared file for the whole team.
Strategy board for a roadmap - Super Dispatch.
Data analysis for JustPark.
Made with:
Discipline
User Research
Close
Strategic questions. Focused answers. Real human insights driving meaningful design decisions.
Philosophy
User research, whether for testing or discovery, only works when it answers clear, simple questions. It’s on the researcher to shape interviews around a bigger strategic goal.
Approach
Most people naturally want to please and be seen as right. It's tough, but guiding conversations toward real, honest insights is what truly matters and drives results.
Research plan for Super Dispatch, 2024.
In practice
The research plan sets the direction, whether it’s testing, discovery, or market research. The interviewer adapts to keep the focus on the goal.
Lo-Fi prototype used for user research, JustPark, 2025.
Remote User Testing Session, Super Dispatch, 2025.
Made with:
Discipline
Design systems
Close
Blending code and design patterns to create Design Systems that teams and companies understand and love.
Philosophy
System design goes beyond crafting UI kits. It’s about building, documenting, and organising real-world code so the whole company understands, adopts, and ships with it.
Approach
A good design system is a repository of custom code and design patterns. It's a product in itself. It starts with designers and developers, then gradually ripples through branding and marketing.
System Structure - Nebula Design System - Eola.
In practice
Martin works closely with engineers to name and tokenise everything, from buttons to colours. A component’s purpose defines its name in both the code and the library.
Component State - Highway Design System - Super Dispatch.
Variants and Boolean states - Highway Design System - Super Dispatch.
Component State - Highway Design System - Super Dispatch.
Component State - Highway Design System - Super Dispatch.
Variants and Boolean states - Highway Design System - Super Dispatch.
Made with:
Discipline
Interaction Design
Close
Bringing design to life through meaningful interactions.
Philosophy
Interactions are designed to convey emotions and intentions within interfaces. They capture attention, provide alerts, impress users, and make static elements responsive, all to deliver specific messages.
Approach
Interactions are the direct result of the intentions behind them. Some happen automatically, while others respond to the user’s actions. All are designed to enhance the quality and clarity of the experience.
Made with:
