WEB AND UI DESIGN SERVICES
Design that earns its place on screen
Web design, WordPress builds, UI and product design, design systems, eCommerce, and agency partnerships. Everything you need to build a strong digital presence, delivered by a senior designer with 16+ years of experience across agency and direct client work.
Web Design
Learn more: Web DesignI design websites that are clear, fast, and built to do a job. That means thinking through structure, user journeys, and SEO architecture before anything gets designed — so the final site performs as well as it looks. With 16+ years of experience across agencies and direct client work, I know what makes a website work for a business.
(more…)Website Strategy
Mapping out page structure, content hierarchy, and user journeys before design begins. A well-planned site is faster to build, cheaper to change, and ranks more effectively.
Responsive Web Design
Every site designed for mobile, tablet, and desktop from the first wireframe. Not adjusted after the fact — built in from the start.
Prototype & Design
High-fidelity Figma designs and interactive prototypes so you can see and test the site before build begins. Catch issues early, not after development.
WordPress Theme Build
Custom WordPress builds your team can manage without developer support. Clean, well-structured, and built to last.
WordPress Web Design
Learn more: WordPress Web DesignI design and build custom WordPress websites that look like they were made for the brand, not assembled from a theme template. The result is a site your team can actually manage day to day without needing a developer for routine updates, and that your developers can build from accurately the first time.
(more…)Custom WordPress Theme Design
Bespoke design built around the brand, not a theme framework. Every template designed to suit the content that lives in it, not the other way around.
WordPress Theme Development
Clean, well-structured theme code built on modern WordPress standards. Block editor compatible, performant, and easy to hand over to developers or maintain in-house.
CMS Architecture
Custom post types, taxonomies, and Gutenberg block setups that make managing content intuitive for whoever runs the site, without needing developer support for day-to-day updates.
Performance and SEO
Lean builds with proper caching, image optimisation, and minimal plugin dependency. Fast by design, with SEO fundamentals built in from the start rather than added after launch.
UI Design
Learn more: UI DesignI design interfaces for web platforms, dashboards, portals, and digital products. Working from research outputs, I produce wireframes, prototypes, and production-ready Figma files that give development teams everything they need to build accurately. The goal is always an interface that is clear to use, consistent throughout, and built to last.
(more…)Interface Design
Clean, considered UI for web platforms, dashboards, and digital products. Every component designed with both the user and the developer in mind.
Wireframes and Prototyping
Clickable Figma prototypes for user testing and stakeholder sign-off before development starts. Catch problems at the prototype stage, not after build.
Figma Component Libraries
Organised, well-named component files with variants, states, and auto-layout. Built so developers can use them without needing constant design support.
WCAG Accessibility
Colour contrast, focus states, semantic structure, and keyboard navigation considered throughout. WCAG 2.1 AA compliance built in from the start, not checked at the end.
Web App Design
Learn more: Web App DesignI design web applications and digital products around how people actually use them. That means user flows and wireframes before visual design, rapid prototyping for testing before development, and production-ready Figma files that development teams can build from confidently. The goal is always a product that works for the people using it and delivers on the business objectives behind it.
(more…)UX Strategy and User Flows
Mapping how users move through a product, identifying friction points, and designing pathways that guide them toward the right outcomes before visual design begins.
Interface Design
Clean, considered UI for dashboards, portals, and digital products. Every component designed with both the user and the developer in mind.
Wireframes and Prototyping
Clickable Figma prototypes for user testing and stakeholder sign-off before development starts. Catch problems early, not after build.
Figma Component Libraries
Organised, well-named component files with variants, states, and auto-layout. Built so development teams can use them without constant design support.
eCommerce Web Design
Learn more: eCommerce Web DesignI design and build eCommerce websites that make browsing feel natural and buying feel easy. From WooCommerce builds to custom checkout flows, every decision is made with the customer journey in mind — reducing friction, building confidence, and making it simple to complete a purchase.
(more…)WooCommerce Design & Build
Custom WooCommerce stores designed and built to match your brand throughout. Product pages, category pages, cart, and checkout all treated as a cohesive experience.
Product Catalogue Design
Filtering, sorting, and browsing experiences designed to help customers find what they are looking for quickly. Particularly important for stores with large or complex product ranges.
Checkout Optimisation
Streamlined checkout flows that reduce abandonment. Fewer steps, clearer form design, better error handling, and a consistent brand experience all the way to confirmation.
CMS & Product Management
A store your team can manage independently. Adding products, updating pricing, running promotions — all without needing developer support for routine tasks.
Design Systems
Learn more: Design SystemsI build Figma-based component libraries and design systems that keep large UI projects consistent, scalable, and manageable over time. The goal is not just a well-built system but one that your design and development teams actually use, because a design system nobody uses is just a deliverable sitting in a folder.
(more…)Figma Component Libraries
A single source of truth for all UI components, with variants, states, and properties documented. Built with auto-layout and developer handoff in mind throughout.
Design Tokens
Colour, typography, spacing, and elevation tokens that create a direct link between design decisions and code variables. Easier to theme, easier to maintain, easier to hand off.
Documentation
Clear usage guidelines for every component, written for both designers and developers. When to use it, when not to, and how it behaves across different contexts.
Team Training and Adoption
Working with your team to make sure the system becomes part of how they actually work. Not a handover session and a wave goodbye.
Freelance Designer For Agencies
Learn more: Freelance Designer For AgenciesI work with creative and digital agencies as a senior design partner. Web and UI projects delivered under your banner, to your standards, without the overhead of a full-time hire. I have spent the better part of a decade working in and around agencies, so I know how they operate and what good looks like.
(more…)White-Label Design
I work under your agency’s banner. Clients see your agency’s work, not mine. I can be introduced as a team member, a specialist, or not introduced at all.
Overflow and Capacity
When you are at capacity and need to take on more work, I can step in and run a project from brief to delivery without needing to be managed.
Embedded Senior Designer
For longer engagements I can join the team on Slack, attend client calls, and operate as part of your design function for weeks or months at a time.
Developer-Ready Handover
Clean, well-labelled Figma files your development team can build from accurately the first time. No chasing answers, no tidying up after me.
Who I work with
I work with creative agencies as a trusted design partner, and directly with businesses and organisations across Melbourne and Australia. Not sure which service fits what you need? Get in touch and we can work it out together.
“Ash’s professional approach and experience allow him to seamlessly collaborate with both our team and our clients. His ability to deliver exceptional work across various disciplines has consistently impressed clients, who always rave about his creativity and professionalism. We couldn’t ask for a more reliable team player.”
Josh Hall
Art Director @ MKTG Sports + Entertainment
“Working with Ash is always a pleasure. His expertise in CSS and JavaScript animation libraries add a polished touch to projects. His handovers are clear and thorough, and he’s great to collaborate with during a build to keep everything on track. It’s rare to find someone with such a strong grasp of both design and development.”
Rao Abid Ali
Lead Developer @ BJM Digital
“We’ve been working with Ash for years now and he never disappoints. His wealth of web and UI experience has been invaluable to our digital offering, and clients love him for it. He brings an extra layer of craft and polish to everything he touches.”
Chris Harris
Creative Director & Founder @ Redkite.Design Agency
Chris Harris“Working with Ash was one of those rare experiences where the work comes back better than you imagined. His ability to bring motion and storytelling into a digital experience is genuinely impressive, and he does it without making it feel overdone. Real craft.”
Lee Mate
Head of Digital @ Excite Media Agency
“Ash is the definition of a pro. His creativity is consistent, industry-leading, and bang on time. Clients love when Ash is at the helm; he always listens intently where you feel totally heard, all the while his capabilities and understanding give total confidence in the design direction and execution of every project.”
Senior UX Designer @ GS1 Australia
“Working with Ash as a fellow designer was a great experience. He understood the brief quickly, worked confidently within the existing brand, and produced work that genuinely elevated what we had. His handovers were clean and well-considered, which made the whole process feel collaborative rather than transactional. I’d work with him again without hesitation.”
Product Designer @ TIG Freight
“Ash made the whole process straightforward from start to finish. He took the time to understand what TIG needed, asked the right questions, and came back with a site that genuinely reflects who we are as a business. Communication was clear throughout and the end result has made a real difference to how we present ourselves online.”
Marketing Manager @ TIG Freight
“Ash was a strong addition to the ThreeScoops team. He operates at a senior level across web, UI and brand, and consistently delivered work that clients were genuinely excited about. He fits into an agency environment naturally, takes direction well, and brings his own ideas to the table when it counts. Reliable, talented, and great to work with.”
Art Director @ ThreeScoops Creative
“From a developer’s perspective, Ash is exactly who you want designing the things you have to build. His files are well-organised, his components are logical, and he actually understands how things get built. He’s easy to collaborate with during a build and always open to a conversation if something needs to be adjusted. It genuinely makes the development process smoother when Ash has done the design work.”
Senior Developer @ BJM Digital
“Ash was a core part of the BJM Digital team for six years and his contribution to the agency was significant. He brought a level of craft and consistency to every project that clients noticed and appreciated, and he played a real role in helping us grow our digital offering. He’s the kind of designer who takes ownership of his work and makes everyone around him better. I’d recommend him without reservation.”
Director @ BJM Digital
“Ash is one of the most reliable designers I have worked with. He hit his deadlines, communicated clearly, and consistently produced work that clients got excited about. The feedback we received from clients about working with Ash was always positive, which says a lot.”
Digital Optimisation @ DuluxGroup
“Working with Ash was straightforward in the best possible way. He understood briefs quickly, delivered work that rarely needed significant revision, and clients genuinely enjoyed working with him. We regularly got unsolicited positive feedback from clients about Ash specifically, which is not something you can say about every designer.”
Senior Project Manager @ Jetstar