Laura TrouillerDirector of Product DesignSydney, Australia
I build Product Design functions for the AI era.
The cost of producing a screen is collapsing.
Knowing what's worth making is not.
défilerScroll
[01]La thèseHow I think about design now
AI can generate interface and flow at speed, which means production is no longer where the value sits.
Judgement is. Which problem is worth solving, whether the assumption beneath a feature actually holds, and what a system should never do.
I build Product Design functions around that shift.
Design moves from shipping fixed screens to shipping constraint systems: the rules, safety rails and evaluation criteria that govern what AI is allowed to generate. Research stops being a deliverable and becomes the evidence loop that keeps judgement honest.
Three principles hold that judgement in place.
The scarcest call in product work is deciding which problem deserves to exist, before anyone designs a thing. AI makes building cheap. It does not make this judgement for you.
The design isn't only what a system generates. It's what it declines to. Knowing what a product should never do, and building the rails that hold that line, is the work, not a guardrail bolted on at the end.
Opinion is cheap. Judgement calibrated against continuous user evidence is not. Research is the fuel; the call is the craft.
[*] After Jakob Nielsen's framework: as AI absorbs execution, the durable human layer is judgement, coherence, and deciding what is worth making.
[02]L’HumanoïdeThe human in the loop
Paris-trained · Sydney-based
From luxury maisons in Paris to product leadership in Australian SaaS: art direction first, then UX, then the function itself. The thread has never changed: hold the bar, show the working, and make the call the evidence can defend.
I also mentor emerging designers, because taste is built by exposure and judgement by practice, and the next generation will need both more than they need another tool.
[03]Le parcoursThe record
Rebuilt Design into Product Design: a new operating model, capability framework, UX Academy and research practice. Wrote the AI design principles governing an AI-native enterprise learning platform, with explainability and provenance as the bar.
First design leadership in the business. Unified the consumer and venue products under one experience language and gave teams a brand they could ship against.
Partnered with organisations at leadership level to set product direction, lift experience maturity, and solve complex business problems through research and design strategy. The work spanned senior and lead Product Design roles across the engagements, from discovery and research through to experience strategy and delivery. Clients and embedded engagements included CHANEL, Aston Martin, Schneider Electric, Olympus and the Black Dog Institute, across both B2B and B2C companies, alongside mentoring and training hundreds of UX practitioners.
Founded Pacifica, a multidisciplinary creative studio. Built the team, the standards and the client list from zero.
Where it started: Paris art direction for Cartier and Van Cleef & Arpels: jewellery and watch catalogues, working alongside diamond experts and photographers. The taste came first.
This is the through-line, not the full record. The complete history lives on LinkedIn.
Les maisons · a selection of clients and employers
[04]ÉcritsWriting
Essays on judgement, AI and what the design function becomes. Publishing through 2026.
AI made the interface free. Wanting the thing was always the rare part.
June 2026What stays human when execution costs nothing.
June 2026Why Product Design ships rules and rails, not screens.
June 2026What the discipline owns when AI writes the report.
June 2026Why a finished-looking prototype is the most dangerous AI output.
June 2026