Where my work stops

I've learned where my work stops. Not from ideology, but from experience—from seeing what happens when certain lines get crossed.

I will not design systems that rely on coercion, manipulation, or dark patterns. I will not frame extraction or surveillance as care, convenience, or personalisation. I will not create experiences that claim to be human while quietly stripping people of agency. I will not optimise for short-term outcomes at the expense of long-term trust. I will not follow trends that prioritise novelty over integrity.

These boundaries exist to protect coherence.

When systems violate consent, obscure intent, or treat people as means rather than participants, trust collapses—often invisibly at first, and then all at once.

Design has the power to normalise behaviour. That power carries responsibility.

For me, design is not neutral. It shapes how people relate to systems, institutions, and each other. That makes it an ethical practice as much as a craft—whether it is treated as one or not.