Ian Hazelton
15 years of design craft. I design experiences and build products. AI is core to how I work.
Work · 04
Selected case studies.
- Morpheus & the labProduct design & AI leadershipDesign system, prototypes, sales toolsCase study →
- In-person paymentsProduct designPhone, tablet and terminal POSCase study →
- HumansResearch & product designResearch, UX, UI, illustrationCase study →
- Repurposing Figma hardwarePersonal projectHardware, software, AI workflowCase study →
Bites · 04
Bite-sized designs with only a few words.
Categories unfolded
Colour combinations
Zungenbrecher
Smooth numbers
Categories unfolded
Smooth numbers
Zungenbrecher
Colour combinations
Process
01 / 05
Frame
Most work starts as a business requirement. First, work out what it really has to achieve, and for whom.
02 / 05
Explore
Many directions, fast. AI widens the search; taste and judgement narrow it down.
03 / 05
Make
Prototype in code, early. Real data, real devices, real results.
04 / 05
Ship
Build it with engineering, and keep the details intact through to launch.
05 / 05
Measure
Conversion, completion, feedback. Keep what works, question what doesn't.
01
And round again
Every result makes the next version better.
About
A little about me.
I'm a Brit living in Sweden, with both passports. A dad, a designer, a builder and a curious problem solver. I'm an aficionado of beautiful simplicity and accessibility, an amateur painter and a nature lover. Some designers have struggled with the AI revolution. For me it's come full circle: I'm back to building, not just sketching.
My case studies don't contain
- UX theatre
- Excessive wireframes
- Photos of people looking at a wall of post-it notes
- Imaginary user personas
I design in the real world, for the real world.
Experience
- Sep 2024 – PresentKustomHead of Design, hands-on · team of 3
- Sep 2022 – Sep 2024RipePrincipal Product Designer
- Nov 2021 – Sep 2022PollenPrincipal Product Designer
- Aug 2017 – Nov 2021Common GroundSenior Product Designer
- Nov 2019 – Oct 2021KlarnaSenior Product DesignerContract via Common Ground
- Mar 2019 – Nov 2019CMore / TV4Senior UX DesignerContract via Common Ground
- Aug 2017 – Mar 2019Tele2Product DesignerContract via Common Ground
- Mar 2017 – Jul 2017ViaplayUX/UI Designer
- Oct 2015 – Feb 2017ComeOn!Web Designer
- Jun 2013 – Oct 2015FreelanceWeb Designer
What I bring
Craft
Interaction and visual design, accessible by default. Fifteen years in, I still think everything can be a little bit better.
Building
I build what I design, from working prototypes to tools the business runs on.
Design systems
Components, tokens and the rules that keep designers, engineers and AI agents on the system.
Product sense
Work starts with a business need. I shape it, ship it and measure what changed.
AI
Part of every stage, from shaping a concept to contributing production code.
Leading
Facilitate, collaborate, empower and inspire. I clear the path, work alongside the team, give people real ownership, and show what good looks like.
Say hello