Get in touch
Let's
design
build
create
incredible work together.
Akash Datta
Founder & UX Principal
Get in touch
Let's
design
build
create
incredible work together.
Akash Datta
Founder & UX Principal
Testimonials
Happy words from past customers.
Jacob Tait
Principal Product Manager
Heidi (ex-SafetyCulture)
Klaas Raaijmakers
Director of Product & Growth
Think Digitally (ex-Chief Product Officer, Deputy)
Lisi Schappi
Senior Director of Design
Deputy
Akash consistently pushed us to think deeper about the problem, not just the solution, and helped build lasting design capability within the team.
They brought so much nuance to the brand—mystery, elegance, and a really rich visual language. It’s exactly what we hoped for, and then some.
What sets Akash apart is how he connects great design to real business outcomes — he consistently grounded his work in impact, whether that was improving conversion, clarity, or customer confidence.
$10M +
Enterprise Clients Unlocked
1M +
Shift Work Managers Helped
+ 13%
Customer Retention Rate Increase
Jacob Tait
Principal Product Manager
Heidi (ex-SafetyCulture)
Klaas Raaijmakers
Director of Product & Growth
Think Digitally (ex-Chief Product Officer, Deputy)
Lisi Schappi
Senior Director of Design
Deputy
Akash consistently pushed us to think deeper about the problem, not just the solution, and helped build lasting design capability within the team.
They brought so much nuance to the brand—mystery, elegance, and a really rich visual language. It’s exactly what we hoped for, and then some.
What sets Akash apart is how he connects great design to real business outcomes — he consistently grounded his work in impact, whether that was improving conversion, clarity, or customer confidence.
$10M +
Enterprise Clients Unlocked
1M +
Shift Work Managers Helped
+ 13%
Customer Retention Rate Increase
FAQ
Everything else you're wondering.
Most scaling products don't need a redesign — they need clarity on where the experience is breaking. A UX audit maps your actual customer journey end-to-end, identifies friction points like onboarding drop-offs, support ticket spikes, or feature confusion, and delivers a prioritised backlog your team can act on immediately. A full redesign is only warranted when the underlying product model no longer fits your users. I start with a 5–7 day audit to surface the real problems before recommending whether deeper work is needed — so you're never paying for a redesign when a targeted fix would do.
A service blueprint maps your complete customer experience — not just what users see on screen, but the communications, operations, and internal handoffs happening behind the scenes. It reveals gaps that UI-level analysis can't: misaligned team workflows, broken handoffs between departments, or operational bottlenecks that create friction for users. For example, at SafetyCulture I discovered that enterprise onboarding wasn't failing because of unclear screens — it was failing in the handoff between sales and setup teams. A service blueprint makes those invisible seams visible so you can fix the root cause, not just the symptoms.
Engagements typically run 1–6 weeks depending on the scope. A UX audit takes 5–7 days and delivers a friction analysis with a prioritised recommendations backlog. A service blueprint takes 2–3 weeks and delivers an end-to-end journey map with gap analysis and design principles for your product. Sprint-based UX leadership runs 4–6 weeks and includes user research, rapid prototyping in Figma, usability testing, and production-ready designs with developer handoff specs. Every engagement ends with a clear, actionable output your team can execute — not a slide deck that sits in a folder.
In-house teams are usually deep in delivery and don't have the bandwidth to step back and audit the full customer lifecycle. An external UX strategist brings a fresh perspective on problems your team may be too close to see, dedicated capacity for a focused initiative without pulling designers off their roadmap, and experience across multiple scaling companies that reveals patterns your team hasn't encountered yet. I've worked alongside in-house teams at SafetyCulture, Pet Circle, and Deputy — not replacing their designers, but augmenting their capacity with strategic work that accelerates what they're already doing.
I specialise in scaling tech companies — typically Series A to C. These are products where the experience that worked at launch starts breaking under growth: new user types create complexity, teams ship faster than the experience can keep up, and support load starts climbing. If your product serves multiple user roles, handles sensitive data, or spans digital and operational touchpoints, that complexity is where I do my strongest work. I'm based in Sydney and work with companies across Australia and internationally.
FAQ
Everything else you're wondering.
Most scaling products don't need a redesign — they need clarity on where the experience is breaking. A UX audit maps your actual customer journey end-to-end, identifies friction points like onboarding drop-offs, support ticket spikes, or feature confusion, and delivers a prioritised backlog your team can act on immediately. A full redesign is only warranted when the underlying product model no longer fits your users. I start with a 5–7 day audit to surface the real problems before recommending whether deeper work is needed — so you're never paying for a redesign when a targeted fix would do.
A service blueprint maps your complete customer experience — not just what users see on screen, but the communications, operations, and internal handoffs happening behind the scenes. It reveals gaps that UI-level analysis can't: misaligned team workflows, broken handoffs between departments, or operational bottlenecks that create friction for users. For example, at SafetyCulture I discovered that enterprise onboarding wasn't failing because of unclear screens — it was failing in the handoff between sales and setup teams. A service blueprint makes those invisible seams visible so you can fix the root cause, not just the symptoms.
Engagements typically run 1–6 weeks depending on the scope. A UX audit takes 5–7 days and delivers a friction analysis with a prioritised recommendations backlog. A service blueprint takes 2–3 weeks and delivers an end-to-end journey map with gap analysis and design principles for your product. Sprint-based UX leadership runs 4–6 weeks and includes user research, rapid prototyping in Figma, usability testing, and production-ready designs with developer handoff specs. Every engagement ends with a clear, actionable output your team can execute — not a slide deck that sits in a folder.
In-house teams are usually deep in delivery and don't have the bandwidth to step back and audit the full customer lifecycle. An external UX strategist brings a fresh perspective on problems your team may be too close to see, dedicated capacity for a focused initiative without pulling designers off their roadmap, and experience across multiple scaling companies that reveals patterns your team hasn't encountered yet. I've worked alongside in-house teams at SafetyCulture, Pet Circle, and Deputy — not replacing their designers, but augmenting their capacity with strategic work that accelerates what they're already doing.
I specialise in scaling tech companies — typically Series A to C. These are products where the experience that worked at launch starts breaking under growth: new user types create complexity, teams ship faster than the experience can keep up, and support load starts climbing. If your product serves multiple user roles, handles sensitive data, or spans digital and operational touchpoints, that complexity is where I do my strongest work. I'm based in Sydney and work with companies across Australia and internationally.
FAQ
Everything else you're wondering.
Most scaling products don't need a redesign — they need clarity on where the experience is breaking. A UX audit maps your actual customer journey end-to-end, identifies friction points like onboarding drop-offs, support ticket spikes, or feature confusion, and delivers a prioritised backlog your team can act on immediately. A full redesign is only warranted when the underlying product model no longer fits your users. I start with a 5–7 day audit to surface the real problems before recommending whether deeper work is needed — so you're never paying for a redesign when a targeted fix would do.
A service blueprint maps your complete customer experience — not just what users see on screen, but the communications, operations, and internal handoffs happening behind the scenes. It reveals gaps that UI-level analysis can't: misaligned team workflows, broken handoffs between departments, or operational bottlenecks that create friction for users. For example, at SafetyCulture I discovered that enterprise onboarding wasn't failing because of unclear screens — it was failing in the handoff between sales and setup teams. A service blueprint makes those invisible seams visible so you can fix the root cause, not just the symptoms.
Engagements typically run 1–6 weeks depending on the scope. A UX audit takes 5–7 days and delivers a friction analysis with a prioritised recommendations backlog. A service blueprint takes 2–3 weeks and delivers an end-to-end journey map with gap analysis and design principles for your product. Sprint-based UX leadership runs 4–6 weeks and includes user research, rapid prototyping in Figma, usability testing, and production-ready designs with developer handoff specs. Every engagement ends with a clear, actionable output your team can execute — not a slide deck that sits in a folder.
In-house teams are usually deep in delivery and don't have the bandwidth to step back and audit the full customer lifecycle. An external UX strategist brings a fresh perspective on problems your team may be too close to see, dedicated capacity for a focused initiative without pulling designers off their roadmap, and experience across multiple scaling companies that reveals patterns your team hasn't encountered yet. I've worked alongside in-house teams at SafetyCulture, Pet Circle, and Deputy — not replacing their designers, but augmenting their capacity with strategic work that accelerates what they're already doing.
I specialise in scaling tech companies — typically Series A to C. These are products where the experience that worked at launch starts breaking under growth: new user types create complexity, teams ship faster than the experience can keep up, and support load starts climbing. If your product serves multiple user roles, handles sensitive data, or spans digital and operational touchpoints, that complexity is where I do my strongest work. I'm based in Sydney and work with companies across Australia and internationally.