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.