Andrew Simpson
Selected Case Studies
Other Work
How I Work
I started as a graphic designer who got obsessed with the web, and I've been following that curiosity ever since. Over the years that's taken me from creative agency work in the arts, to in-house designer for a New York-based fashion site with over 4 million active members, to building and leading a design team at Whitespectre. I care about craft, about people, and about making design that's actually effective.
Curiosity is probably the thing I'd point to first. I pick up tools and processes quickly, but more importantly I put them into real work, not side projects or thought pieces. I've usually been the person pushing that forward on the teams I've worked in, then helping everyone else get comfortable with it too.
Problem Solving
Right now most of that energy is going into AI. I'm prototyping in Claude Code, shipping Vercel links instead of static walkthroughs, building small internal tools and trying what feels like fifty new things a week. Some stick. Most don't. The shape of the job is shifting quickly and being adaptable matters.
I tend to turn problems around a lot before getting attached to a solution. Product design is full of trade-offs, and fixing one thing usually affects something else further down the line. I like getting ideas into something rough and real early. Something you can actually click through, react to and respond to. The gap between what sounds good and what actually works usually closes pretty fast once it's in your hands.
People
The other half of the work is people. Over the last ten years I've helped build and mentor a design team at Whitespectre, working with designers across all levels and helping them grow into the kind of designers who can run projects independently. A lot of that comes down to trust. People grow faster when they're given real ownership and allowed to make decisions that actually matter.
Underneath all of it, the same few things still matter to me: care about what you're making, be honest with yourself about whether it's actually good, and share what you learn with the people around you.