Hi — I’m Paul Rietdyke, the owner of Oxyux and hands-on Product Design Consultant.

Design, development, and strategy.

Design Strategy

Movement does not always mean progress. It’s just as important to focus on the medium and long term as it is to have a well-designed product.

Design Sprints

Rapidly save time, money and reduce risk. Running Design Sprints such as Google Ventures 5 day sprints is essential.

Design Systems

Efficiency is the key to a well-functioning design team. I’ve led the design and development of early Design Systems at Zuto, Ditto Music & SportPesa.

Web and Mobile App Design

The final product. To find out how I ultimately come to the final solution, and why, take a look through the case studies (coming soon).

Front-end Development

Having the capability to understand and build your dream means I can bring the design to life. With this knowledge and a high level understanding of frontend development ensures what I do is always technically possible.

UX Workshop

Outside of design sprints sometimes the best way to get to the source is workshops with key stakeholders, and customers.

Brands I’ve worked with

Create Products Customers Love.

(Thanks Marty Cagan)

You need to know your users

Always start with user needs. Actual users, treat information without the customer voice very cautiously. Focus on user outcomes and design with data.


Be consistent with your users, but you don’t need to follow. Re-use well-tested design patterns. Use ubiquitous language to create familiarity.

The look

First impressions still matter, all it takes is 10 seconds. Take the extra time to delight your users, use micro interactions, accessibility is not an option.

Be clear

Create a clear structure and hierarchy. Give users responses to the actions they take. Don’t give users the paradox of choice.


Design should work everywhere; responsive is not only screen size. Use technology to delight and engage users.


Client Comments.

Want to work together?