Litman
Mike is an old friend who I’ve known since our Dare days. He’s spent 15+ years working in strategy and more recently has been building extensively with AI. His portfolio needed to communicate both without one obscuring the other.
For traditional roles, AI could obscure 15 years of strategy. For AI roles, his strategy experience didn’t show what he could build. So why not let users choose what’s relevant to them?
The concept is a simple toggle. One person. Two entry points. Strategy leads with experience, clients and commercial impact. AI leads with 30+ products and the things he’s building now. Mike can send people to either page depending on the context of the role.
The idea came while walking my dog. I talked it through with Claude, gave it a design reference, and about an hour later had a working responsive prototype using Mike’s real content. Claude read his existing site, pulled in his experience and recognition, and linked back to his existing work.
I didn’t manually recreate the content, links or components, and I didn’t need to specify every font, component or spacing value. I described the problem, set the direction and refined what Claude produced.
AI made it fast. Design made it make sense. The interesting part wasn’t asking Claude to build a portfolio, but identifying the positioning problem, finding a simple way to solve it and making the idea tangible almost immediately. It took longer to make this case study than it did to make the first working concept.
- FINNFive years shaping car discovery, pricing and checkout through product design and experimentation.
- LionelDesigning and building a working prototype to help drivers find their next car in a more personal way.
- TelescopicCreating a brand identity and site for a consultancy helping businesses with digital transformation.
- CazooDesigning discovery, finance and checkout for an online car retailer during its early founding phase.
- GapCreating the brand identity and site for Thomas Street, Gap Inc’s internal digital innovation agency.
- InpayRedesigning a global payments company’s site to improve performance, accessibility and sustainability.
- TakumiEvolving an influencer marketing agency’s identity and site with bold imagery and expressive motion.
- BarclaysDesigning the Eagle Labs site to help founders find workspaces, programmes and relevant business support.
- ArchiveSelected earlier work across digital products, sites and brand work for a wide range of clients.