Photography got me into this. I wanted something between creativity and technology, and product design turned out to be that bridge.
Ten years later I've designed cinema software used in 3,000+ theatres, built and led a design team from scratch, and ended up running all of tech for a clothing brand. In 2025 I started Iyal Labs, a small studio that designs and builds business systems.
My process isn't a neat double diamond. If the problem needs speed, I cut to what's essential. If it needs depth, I give it the research time. I always understand the real workflow before touching a screen, and keep asking why it's done this way until the answer holds up.
I talk to the engineers who build and test the work, not just to product managers. That's how an inbox redesign at Qube became a data-model change that cut cloud cost 65%. With AI, I now build the tools myself.
How I lead
- I go by strengths.
- Every person on a team has a different superpower. My job is to put them where it gets used.
- Exploration needs a deadline.
- I taught myself design, so I let people explore. I also timebox it. Exploration without a deadline becomes wandering.
- Detail is the job.
- Not perfectionism. Developing the eye for detail is what separates good designers from great ones.
- Attitude over talent.
- Talent can be developed. Curiosity and work ethic can't. And I believe in second chances.
- Say it plainly.
- I'll ask the question everyone is thinking, even if it sounds basic. Questions are most of good communication.
Where it started
I still shoot. A few frames:
