Hello!

I’m Yuko, a strategic design leader and product thinker who helps teams move from uncertainty to clear, tangible direction — and enjoy the process of getting there. With 15+ years across creative design, product, and strategy, I work with early-stage founders and established teams to shape meaningful digital products grounded in real human needs.

Design Approach

I’m motivated by the space where things are still unclear — when ideas are forming, questions are open, and direction isn’t yet fixed. I work through making and testing, using prototypes, stories, and shared artefacts to align teams and turn ambiguity into something people can see, react to, and build from.

My approach isn’t templated. I adapt tools, methods, and design thinking to the reality of each team and challenge — rather than forcing problems into a predefined framework.

I take the work seriously. I try not to take myself too seriously.

What I Love

• Strategy-led Product & Experience Design
Making sense of ambiguity and shaping clear direction through thinking and making together.

• Exploratory Concepting
Exploring the what-if — pushing ideas beyond the obvious.

• Prototyping & Visualisation
Turning abstract ideas into tangible things that people can react to and align around.

• Brand as Narrative
Shaping a coherent story that differentiates the product through experience, not aesthetics alone.

• Cross-functional Leadership
Bringing design, product, and engineering together through trust, clarity and shared momentum.

From global brands to early-stage founders, I create with people shaping what’s next — with curiosity, care, and a sense of play.

M&C Saatchi
Atlantic Studio
Cyphr
Zapper
Jones Knowles Ritchie
Docent
Farfetch
Dyson
... and many more ambitious teams and entrepreneurs

Bloop - Modern Parenting AI Companion - 2025

App Strategy AI Exploratory Concept

Rai - AI Fintech - 2025

App Branding Web AI Exploratory Concept

Insurance Client - Exploratory Project Reimagining Insurance from Reactive to Proactive 2025
🔒 Top Secret

App Strategy AI Exploratory Concept

Docent - Ai Art Agent - 2025

App Strategy AI Exploratory Concept

My World - Charity - 2024

Web

Synthesizer - AI Creative Platform - 2024

App Strategy AI Exploratory Concept

SYKY - NFT Marketplace - 2023

Web

Farfetch - Luxury Kids Report - 2022

Web

Farfetch Unfused - Farfetch into Metaverse- 2022
🔒 Top Secret

Strategy Creative Direction Web

Farfetch - Luxury Conscious Report - 2021

Web

Curio - Audio Journalisam App - 2018/2021

Web App Strategy

Deirdre Dyson - Exhibition @ Maison Et Objet - 2020

Space Design

Couverture & The Garbstore - 2016/2018

Graphic Design

Garbstore Ten - Pop Up Shop - 2018

Space Design Graphic Design

McInnes Cook Light - 2017

Branding Web

Adelphoi Music - 2017

Branding Web

Dyson - 2015/2016

Creative Direction

Jake Dyson Products - 2010/2014

Graphic Design App Web

Hugo Boss - 2007

Space Design