Expert UX and digital strategy consultant with 20 years of experience helping businesses improve their products through smart design
The Story
Ali Kazim
Creative lead and digital strategist
I'd love to introduce you to Pareto and Flow! An expert UX and digital strategy consultancy founded on two decades of professional mastery within the multi-faceted design sector.
I have worked in editorial, merchandise, and now digital product design, specialising in user experience and strategy. My client background spans both the public and private sectors — from the Department for Business and Trade and the Ministry of Defence, to major names in the games and entertainment industry including Sony Interactive, Warner Interactive, Bethesda Studios, 2K Games, and Entain. That breadth means I understand how to navigate complex stakeholder environments just as well as high-growth, fast-paced product teams.
My vision for Pareto and Flow is to work with startups and growing businesses that need senior UX thinking without the overhead of a full-time hire — helping teams or individuals move faster, make better design decisions, and get their product across the line.
I want to be upfront: Pareto and Flow functions alongside a senior in-house role, which means I operate primarily in the evenings and weekends. You get focused, dedicated time, and the perspective of someone actively working at the sharp end of the industry right now. Turnarounds are reliable and communication is consistent.
If you're at a stage where sharper UX thinking could unlock real progress, I'd love to have a conversation.
What is User Centred Design
(AKA - UX or UCD)
User-Centered Design (UCD) is a design philosophy that puts the needs, goals, and limitations of the people who will actually use your product at the heart of every decision.
Think of it this way: instead of building something and then hoping people figure it out, you start by asking “Who is using this, and what do they need?” — and let those answers shape everything.
The core idea is simple: a product is only good if the people it’s meant for can actually use it comfortably and effectively. A beautiful digital product that confuses visitors has failed, no matter how nice it looks.
In practice:
Researching your users before you start designing — understanding their habits, frustrations, and goals
Testing your designs with real people early and often, not just at the end
A simple analogy:
Imagine designing a kitchen. A non-UCD approach puts the oven wherever it looks symmetrical. A UCD approach asks the cook how they move around the kitchen and places everything where it naturally falls to hand. Same kitchen, very different experience.
The result of good UCD is a product that feels intuitive — where users don’t have to think hard, get lost, or feel frustrated. They just get it.
Iterating based on feedback, so the product keeps getting easier and more useful
Removing friction — every unnecessary click, confusing label, or slow-loading page is a problem worth solving