UI Designer Melbourne
UI design that is easy to use and built to scale
I 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.
Why good UI design matters
The difference between an interface people use confidently and one they abandon
Most UI problems are not visual. They are structural. Unclear labels, inconsistent patterns, interactions that behave differently from what the user expects. Good UI design removes these friction points and replaces them with interfaces that feel intuitive, load fast, and hold up across the complexity of a real product.
Consistency across the product
Products built without a design system tend to drift. Buttons that look slightly different across screens, spacing that changes page to page, components that behave inconsistently. These things erode user trust and make products harder to maintain. A structured component library built from the start keeps the product coherent as it grows and makes adding new features significantly faster.
Less back and forth with development
Poorly documented designs slow builds down. Developers end up making design decisions they should not have to make, and the result drifts from the original intent. Thorough Figma files with component specs, interaction notes, and edge case documentation mean the development team can build accurately without chasing answers.
Accessible by design, not by audit
Accessibility retrofitted after launch is expensive and usually incomplete. Building to WCAG 2.1 AA from the start means colour contrast, focus management, semantic structure, and keyboard navigation are part of every design decision rather than a checklist at the end. It also tends to make products better for everyone, not just users who need assistive technology.
Who I work with
I work with businesses and organisations building or redesigning web platforms and digital products, and with agencies that need senior UI design support on complex builds.
“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
“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.”
Alex Power
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.”
Lester Quong
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.”
Tristan Johnstone
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.”
PC Le Roux
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.”
Lluis Mioche Grases,
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.”
Ben McIntyre,
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.”
Matthew Woods,
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.”
Stuart Goss,
Senior Project Manager @ Jetstar
UI design process
From understanding what needs to be designed through to a finished, production-ready Figma file
Tools & Apps
01. Brief and Discovery
Before any design begins I want to understand what we are designing, who it is for, and what success looks like. I work from research outputs rather than conducting research myself, so if you have user interviews, analytics data, or usability findings, this is where we use them. If you do not have research, we establish what we know and what assumptions we are making.
Research Review
Working through existing user research, analytics, and business requirements to identify what the design needs to solve before any screens get drawn.
Brand and Style Review
Reviewing existing brand guidelines, design systems, and visual language so the UI work builds on what already exists rather than creating inconsistency.
Scope and Priorities
Agreeing on what gets designed, in what order, and to what level of fidelity. Particularly important on larger projects where scope needs managing carefully from the start.
02. Information Architecture and User Flows
Mapping out how users move through the interface before any visual design begins. Getting the structure right at this stage prevents the kind of fundamental layout problems that are expensive to fix once high-fidelity design is underway.
User Flow Mapping
Documenting the key journeys through the interface, including decision points, branching paths, and error states, before any screen-level design begins.
Content Hierarchy
Deciding what information lives where and in what order. Clear content hierarchy is what makes an interface feel intuitive rather than requiring users to work to find things.
Navigation Patterns
Choosing and documenting navigation patterns that suit the complexity of the product. Patterns that are consistent throughout the interface and scale as the product grows.
03. Wireframes
Low-fidelity wireframes establish layout, content placement, and component hierarchy before visual design begins. Fast to produce, easy to change, and much cheaper to revise than finished screens. This is where structural decisions get agreed before the visual layer goes on top.
Screen Layouts
Low-detail layouts for every key screen showing content placement, component hierarchy, and layout logic without getting into visual design decisions.
Responsive Behaviour
Defining how layouts adapt across breakpoints at the wireframe stage. Addressing responsive behaviour early prevents the rework that comes from designing everything at desktop first.
Stakeholder Review
Wireframes presented for sign-off before visual design begins. Changes at this stage are inexpensive. Changes after high-fidelity design is underway are not.
04. High-Fidelity UI Design
Production-quality UI design in Figma built on a structured component library from the start. Every screen designed with accessibility, responsiveness, and developer implementation in mind throughout. Not just how it looks at 1440px on a clean screen, but how it handles real content, edge cases, and every state a user might encounter.
Screen Design
Every key screen and state designed to production quality. Including loading states, empty states, error states, and edge cases that are easy to overlook but important to get right.
Component Library
A structured Figma component library with variants, states, and auto-layout built alongside the screen designs. The product can grow without losing consistency, and the development team has a clear reference for every element they need to build.
Accessibility Throughout
Colour contrast ratios, focus indicator design, touch target sizing, and semantic structure considered at every step. WCAG 2.1 AA compliance built in, not audited after the fact.
05. Prototype and Review
An interactive Figma prototype covering the key user journeys. Close enough to the finished product to surface genuine usability issues and give stakeholders a clear picture of what they are approving. Used for internal review, client sign-off, and user testing sessions where needed.
Interactive Prototype
A clickable Figma prototype covering the main user journeys. Good enough to use in a real usability testing session and clear enough for stakeholder sign-off.
Design Review
A structured review of the designs with stakeholders before sign-off. Walking through decisions, rationale, and any open questions so feedback is focused and the revision round is productive.
Iteration
Working through feedback efficiently and updating designs until sign-off is reached. Keeping track of what changed and why so the rationale is documented alongside the design files.
06. Developer Handover
Clean, well-documented Figma files your development team can build from without chasing answers. Component specs, design tokens, interaction notes, responsive behaviour, and edge case documentation all included. I stay available during build to answer questions and check work in progress against the designs.
Figma Dev Mode Ready
Files structured for Figma Dev Mode with component specs, design tokens, and style references accessible without additional annotation work from the design side.
State and Interaction Documentation
Every interactive state, loading state, error state, and empty state documented. Developers should not have to guess what something looks like in an edge case.
Build Support
Available during development to answer questions, review builds in progress, and make sure the finished product matches the design rather than drifting during implementation.
Featured UI design work
A selection of UI design projects across web platforms, dashboards, and digital products.
More services
Get the full creative solution with my other services.
- View Service: eCommerce Web Design
eCommerce Web Design
WooCommerce design and builds that make browsing feel natural and buying feel easy. Designed around how customers actually shop, from product page through to checkout.
- View Service: Freelance Designer For Agencies
Freelance Designer For Agencies
Senior web and UI design delivered under your agency’s banner. White-label, embedded, or project-based. No overhead, no management layers, just reliable senior design.
- View Service: Web App Design
Web App Design
UX strategy and UI design for web applications and digital products. From user flows and wireframes through to a fully documented Figma handover ready for development.
- View Service: WordPress Web Design
WordPress Web Design
Custom WordPress themes built to match the brand, not a template. Fast, clean, and manageable by your team without developer support for routine updates.
- View Service: Design Systems
Design Systems
Figma component libraries, design tokens, and documentation that keep large UI projects consistent and scalable. Built so your team actually uses it, not just references it.
- View Service: Web Design
Web Design
Strategy, responsive design, and WordPress builds for businesses and organisations across Melbourne and Australia. Designed to perform as well as it looks.
UI design questions
Common questions about UI design for web platforms and digital products
What is the difference between UI design and UX design?
UX design is broadly about understanding user needs and designing experiences around them. UI design is the visual and interactive layer — what things look like, how they behave, and how they feel to use. In practice the two overlap significantly. I focus on UI, working from research outputs and user understanding rather than conducting primary research myself.
Do you do UX research or just the design?
I work from research outputs rather than conducting primary research myself. If you have existing user interviews, analytics data, usability findings, or customer feedback, I can work with all of that. If you need someone to plan and run the research first, I can point you toward researchers I trust and take over from the outputs.
What do you deliver at the end of a UI design project?
A complete Figma file with all screens, components, states, and interactions. A component library structured for developer handoff. Design tokens for colour, typography, and spacing. An interactive prototype. State and interaction documentation. And availability during build to support the development team.
Can you work with an existing design system or component library?
Yes. Working within an existing system is a significant part of what I do. Whether it is extending an established component library, auditing and improving an existing system that has grown inconsistently, or applying a brand design system to a new product, I can work with what is already there rather than starting from scratch.
Do you design for mobile as well as desktop?
Yes. Responsive design across mobile, tablet, and desktop is standard. I design for all breakpoints and document how components adapt across screen sizes so the development team has a clear reference for every context.
How do you approach accessibility in UI design?
I design to WCAG 2.1 AA from the start rather than running an accessibility audit at the end. That means colour contrast ratios checked throughout, focus states designed for every interactive element, touch targets sized for mobile, semantic structure considered in the design decisions, and keyboard navigation paths documented in the handover.
Can you redesign an existing interface rather than starting from scratch?
Yes. Redesigning existing interfaces is a regular part of what I do. Whether the brief is a full visual overhaul, improving usability without changing the underlying structure, or incrementally modernising a legacy product, the approach adapts to what the project actually needs.
What is your availability?
I take on a limited number of projects at a time to make sure each one gets the attention it needs. Get in touch with your timeline and I can let you know what is possible.
Want to discuss a UI design project? Get in touch.