About me
I'm from a historic village called Aldbourne, in England. It's quiet, quaint, and very different to SF.
This is because my grandfather Rodney Fitch, decided to move there in the 70s. He is a legend of the UK design industry, and I owe my love of design to him and my parents. I work on his website occasionally, so do take a look.
Below is some of my work, I hope to bring the same level of craft and care to your company.
Natural Design is an app I'm building for design engineers. I needed a tool that lets me build interfaces from scratch, end-to-end, as well as on existing codebases. You can point it at localhost and your real app appears as live artboards; click an element, edit it naturally, and the change saves straight back to your source files, without AI. Design tokens and components also import without burning tokens, so that I can instantly edit interfaces or build new ones. Animations are also easily editable; they are just another property in the inspector and have a nice easing and timeline panel.
The app uses Tauri for performance and memory, and is both local and cloud-based. It can handle large file sizes, maintains 120fps, and uses ~75% less RAM than competing tools. I built a testing suite for the app to measure common and heavy tasks.
The clips below show some of the details I care about: the radial tool menu, tool clusters, glass materials, and the shortcuts editor. Haptics also elevate the experience, making it feel native.
I built it because existing tools didn't yet have the features I desperately needed, and I'd love to bring what I've learned about creating beautiful, intuitive design tools to a team that cares about the same details.
Natural Intelligence
Natural Intelligence is a native macOS AI assistant that lives in a floating glass panel. You ask in text or voice, it works with what's on your screen, renders native generative UI, and has computer use built in. It lets you take screenshots+AX tree, and has instant Apple Foundation model suggestions when you do, with SF symbols matching the text labels. The glass is a progressive blur that feathers off into the desktop with no hard border, using private macOS APIs. It has a built-in minimalist agent and memory system written in Swift, or you can use any agent/model you like.
There's no chat/work tab; instead, it's unified and discloses information progressively. It's intuitive whether you're a developer who needs a coding agent, or just someone planning a holiday. I find it pleasing to use every day, and it's great for product design, because you can just let it float over your app and make changes. I think it's a nicer approach than all the sidebar+chat window convergence we're seeing. I will be releasing it soon!
Alongside building products, I'm also starting to do a little bit of AI research, posting on natural.tech. All of my recent work is under this new brand.
With this project, I was handed a messy codebase to take over from. A team overseas had been commissioned to create a risk management webapp, but did not meet the UI/UX and code quality standards. I took over as a sole design engineer, and will be shipping soon. I had to work with the branding/look that was already established; the client led that part, but within those constraints I managed to massively improve the app.
Navigating the spaghetti codebase was tricky, but I managed to migrate to a newer Tauri version, from Headless UI to Base UI, upgrade to Tailwind v4, use common shadcn components where necessary, and clean up a ton of dead code. Because the primary users are older, accessibility work was needed to ensure correctly sized text, buttons, and content. Design tokens were also implemented for users to customise the app, to increase contrast, reduce motion, and more.
Thanks,
Sam