Philip
Ledingham
UX & Product Designer
I design for AI products, SaaS, and complex digital products: the kind of work where getting the experience right is the difference between traction and churn. Open to full-time and freelance.
Previously at Ditto, Aivy, and Proxima HQ.
Selected Work
Building Trust in AI Design
Designing the trust layer for an AI marketing assistant, making small business owners feel confident enough to let the AI speak for their brand.
Shaped the core UX that helped Ditto reach a $10M valuation
Scaling Proxima's Virtual UX
Transforming a single-screen COVID-era showroom into a responsive platform for real estate clients, from 65-inch lobby displays to mobile, without losing the storytelling thread.
Took a COVID-era showroom to a full multi-device responsive platform
Designing Ditto's Onboarding
Redesigning the first-time user experience for an AI marketing tool, using progressive disclosure to get users to their first campaign before asking them for anything.
Got users to their first campaign before asking them for anything
Optimising ditto's Shopify UX
When controlled tests met the real world, redesigning a Shopify integration that collapsed under actual user data, and what that taught me about testing in authentic environments.
Fixed a broken integration that only revealed itself under real user data
Simplifying Telus Streaming UX
A 24-hour hackathon with Telus Digital, designing a mobile-first streaming experience for younger audiences dealing with option paralysis across too many services.
A mobile-first streaming prototype addressing option paralysis, in 24 hours
UX for Vet Burnout Relief
Pawpal, a BrainStation capstone project exploring how better-informed pet owners could reduce empathy fatigue among veterinarians, built over 10 weeks from research to polished prototype.
End-to-end mobile app from research to polished prototype in 10 weeks
About
Builder by Trade
I've shipped product end-to-end across AI, SaaS, and real estate. From a genre-tailored questionnaire at Aivy to the full trust and onboarding layer at Ditto, which contributed to a $10M valuation. At Proxima HQ, I owned UX across web, mobile, and large-format displays.
I'm comfortable owning design from research through to launch, working closely with engineering, and making the right call when the brief is still ambiguous. Whether that's a fast-moving startup or an established team taking a product in a new direction, I bring the same level of clarity and care.
Designer at Heart
I care about the things that don't make it into the spec. The micro-interaction that feels right. The error state that doesn't make someone feel stupid. The onboarding flow that doesn't need a tutorial.
Small things that add up to a product people actually want to use.
Shaped by More than Design
I came to UX by way of film direction and law, two disciplines built around the same thing: understanding how people process information and make decisions under uncertainty.
That background shapes how I approach design problems: with a bias toward narrative, a habit of asking why before how, and an instinct to look for the structural issue before proposing a solution.
Get in Touch
Let's work
together
I'm open to full-time product design roles and freelance projects, particularly in AI, SaaS, or complex digital products. Whether you're building something new or evolving an existing product, if you need someone who can own UX end-to-end, I'd love to hear about it.