The product design advisory practice of Emerson Ward. Soft Systems® helps teams refine their products, build with AI, and create digital experiences people trust.
The product design advisory practice of Emerson Ward.
Soft Systems® helps teams refine their products, build with AI, and create digital experiences people trust.
Soft Systems® helps teams refine their products, build with AI, and create digital experiences people trust.
Prior Work
↳ Timekeeping UI and wearables product design
Apple
↳ Product page design for apple.com
Lumafield
↳ Generative image and video creation app
Visual Electric
↳ Generative image and video creation app
Science
↳ Timekeeping UI and wearable product design
Construct
↳ Agentic commerce system design
About
Led by designer Emerson Ward, shaped by over a decade of work at Perplexity, Google, and Apple.
Offerings
Most teams don’t need more designers. They need perspective.
Find what matters, remove what doesn’t, and define experiences that feel obvious in retrospect.
Find what matters, remove what doesn’t, and define experiences that feel obvious in retrospect.
Design & Product Audits
Diagnosing friction, redundancy, drift, and identifying where clarity breaks.
Direction & Strategy
Shaping strong product principles, tapping growth, and refining design systems.
Advisory
A partnership with founders and key players to clarify, elevate, and build momentum.
Offerings
Most teams don’t need more designers. They need perspective.
Find what matters, remove what doesn’t, and define experiences that feel obvious in retrospect.
Find what matters, remove what doesn’t, and define experiences that feel obvious in retrospect.
Design & Product Audits
Diagnosing friction, redundancy, drift, and identifying where clarity breaks.
Direction & Strategy
Shaping strong product principles, tapping growth, and refining design systems.
Advisory
A partnership with founders and key players to clarify, elevate, and build momentum.
Engagements
I advise founders and leaders from early-stage to established companies and help them win with design and AI.
Startups
You’ve launched. It works but it isn’t right.
Product Teams
You have designers, but lack alignment.
Legacy Tech
You’re evolving or adding AI.
Leaders and Investors
Your portfolio companies need product vision.