You Bring the Mission.
We Bring the Method.
Purpose Driven UX Design & Strategy for early stage startup
Founders Building with Purpose. You’re creating something that matters — and you don’t need a full-time team to make it real.
We collaborate with early-stage, purpose-driven startups to turn bold ideas into intuitive, story-led products that connect, convert and inspire.
Our approach is lean, strategic, and deeply human blending UX, storytelling, and ethical design to help you move fast and build with clarity.
From London to Los Angeles, we craft bespoke experiences that are globally aware, locally relevant, and designed to drive action.
Trusted by purpose-led founders across the UK, USA, and beyond — bringing global insight to local mission and impact.
LEARN . BUILD . TEST
Why Founders work with us
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Launch Faster — Without the Overhead
No need to hire a full-time team. We help early-stage, purpose-driven startups validate bold ideas, build smarter, and go to market faster — with lean, high-impact design strategy.
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Design That Tells a Story (and Sells)
We blend UX, brand clarity, and narrative thinking to craft intuitive, story-led products that connect with real users and inspire meaningful action.
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A True Thought Partner for Purpose-Led Founders
We embed as flexible, collaborative partners — helping navigate tough product decisions, refine ethical design choices, and move forward with confidence.
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Globally Aware, Locally Relevant
From London to Los Angeles, we bring global insight to local impact — creating products that resonate across cultures while honouring the mission behind each startup.
What we offer
Clarity Sprints & UX Strategy
From questions to clarity.
Fast, focused discovery to help you figure out what to build — and why it matters. Includes competitor insight, user journeys, and strategic roadmaps to guide smart, purpose-led decisions.
Story-Driven Product Design
Empathy meets interface.
Modular UX and UI design rooted in storytelling and ethical design. From low-fi wireframes to high-fidelity prototypes — shaped by usability testing, brand strategy, and microinteractions that connect.
Pitch-Ready Storytelling & Decks
Narratives that move people
Investor kits, product demo decks, and founder stories — built with emotional logic, compelling structure, and clarity that earns trust (and traction).
Design Partner Retainer
Your design brain, on speed dial.
Ongoing support for founders who want to move fast without hiring full-time. Includes weekly sprints, design reviews, and flexible resources — for high-impact, low-friction collaboration.
Landing Pages
Landing Pages that Convert. Crafted to captivate, designed to drive action.
We design experiences that grab attention, spark curiosity, and guide users where you want them to go.
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From the Founder Desk
"Impact starts with feeling."
“Design isn’t just about how things look — it’s how they feel, guide, and connect. We design emotional systems, not just screens.”
The Design Ethos is a UX and storytelling consultancy for mission-driven startups who choose lean, expert support over full-time hires — without compromising on quality, clarity, or impact. Through lightweight validation, ethical design thinking, and modular brand systems, We help socially conscious founders move faster, tell better stories, and build products that feel as good as they function.
Sonam is a product designer with over 10 years of experience crafting human centred, emotionally intelligent digital experiences. Known for her intuitive understanding of what people need and feel, she transforms insight into design that is both strategic and deeply resonant.
Backed by a Master’s in UX Design from Kingston University London and an AI for Business certification from Oxford Saïd Business School, Sonam’s design thinking is both academically grounded and future-facing. Her education and experience has sharpened her ability to bridge user empathy with system-level thinking, integrating AI and emerging technologies into meaningful, usable interfaces.
She founded The Design Ethos to support purpose-driven startups that choose flexible, expert-led design over traditional full-time hiring. Her approach blends UX strategy, ethical storytelling, and modular systems — helping founders launch faster, validate smarter, and design with intention.
"I had the pleasure of working with Sonam during her time at Kingston University, where she was an integral part of our App development team. Sonam dedication, work ethic, and leadership were nothing short of extraordinary."
Christiana Clogg, Director . Trueru
Get in touch
Connect with us to explore how The Design Ethos can elevate your business initiatives.