Lincoln Mitchell

Linc Ideates > Narrates > Creates

With AI-Empowered Discovery to Inspire Delivery of digital products

About

Lincoln Mitchell

What drives me is solving the 'innovation gap'—that space between big ideas and deliverable products. I create autonomous discovery environments where executives can explore possibilities without getting blocked by prioritizing delivery iteration over discovery innovation.

AI has made this approach uniquely powerful: one person can now conduct deep discovery and rapid prototyping that traditionally required entire teams. This addresses the perennial challenge of limited (if any) resources allocated to discovery work. I leverage this AI-assisted method—what we call Vibe Coding—to transform how we test assumptions, validate ideas, and create shared understanding.

This reduces months of traditional discovery to weeks (if discovery is done at all), aligns stakeholders around tangible prototypes, and ensures delivery teams have clear direction from day one.

My path to bridging this gap has taken me from Chief Design Officer to React developer, design systems expert, and low-code/no-code specialist—building expertise across the entire innovation-to-delivery spectrum. I deliberately moved from executive management to hands-on execution because I discovered that being a one-person innovation engine is more powerful than leading a large team constrained by delivery timelines.

This journey has taken years of dedicated work, and now AI has made it possible to realize this vision: helping companies move beyond delivery-focused thinking to embrace bold risk-taking and discover the full potential of creative, visionary ideas.

50%
Designer

CDO, XD, UX/UI Design, Design Systems, Figma, Design Tokens, Component Libraries

30%
Developer

React, TypeScript, Chakra UI, Tailwind, Claude AI, Token Studio, Frontend Development, API Integration, AWS

20%
Product Owner

...of Northstar Prototype, Design System. Requirements Gathering, Roadmap Planning, Stakeholder Alignment, Backlog Management

The Innovation Shift

Before AI agentic tools, organisations were forced to prioritise safe execution over bold experimentation. Discovery was a luxury—starved of resources, time, and attention. Teams played it safe, creativity took a backseat, and innovation became incremental at best.

Before AI Agents

Discovery
Delivery

With AI Agents

Discovery
Delivery

Safe execution. Less risk.
Less creativity.

Bold ideation. Dream big.
Discover what's possible.

Today, tools like Claude Code and Claude Cowork have changed everything. We can finally focus on ideation, dream boldly, and discover what's truly possible—without sacrificing delivery.

This is new territory. AI agents are reshaping the 5 P's—Purpose, Principles, Processes, People, Performance—and I'm here to help you work it out.

When AI changes who does the work, everything else follows.

Me
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My Approach

1

Ideate

Execute compressed discovery cycles to validate assumptions—powered by AI to achieve in days what traditionally takes cross-functional teams weeks.

  • Interview Executives, SMEs, advanced users and creative ideas people
  • Do "Just enough" user research to iterate fast
  • Map out current & new user screen flow concepts
  • Create Northstar prototype using Claude.ai
  • Show and tell—repeat if need be
2

Narrate

Collaborate with product leadership to transform prototype concepts into production-ready specifications—building shared understanding across business, design, and engineering.

  • Workshop user flows in FigJam with PO/PM/BA to build alignment
  • Partner with FED lead to define design system strategy and tooling approach
  • Collaborate with UX/UI designers on Figma flows and visual language
  • Collaborate with UX researchers to validate assumptions and refine prototypes
  • Bridge communication gaps with stakeholders using FigJam and AI-powered facilitation
3

Create

Ensure discovery insights translate into production reality by embedding with delivery teams—leveraging full-stack capabilities to maintain vision integrity from prototype through to shipped product.

  • Coach business authors on low-code/no-code platform capabilities
  • Partner with UX/UI designers on design component implementation
  • Guide and govern FED teams on use of code-based design systems and design tokens
  • Bridge discovery and delivery by championing the shared vision

Lean UX

Hybrid oriented

Design Thinking

Designer oriented

Agile

Developer oriented

Example: Create in Action

AI-Generated Visual Assets

Using Claude Code to generate on-brand visual assets through iterative prompt refinement—each image generated in seconds.

1 AI-generated alien frog on pink lily pad

AI Generated

+
2 Client brand style reference

Client Brand Style

=
3 AI-generated on-brand illustration

On-Brand Result

90%
Time Saved
$0
Stock Imagery
Unique
On-Brand Assets
Instant
Iterations

Example: Narrate in Action

Living Design System Documentation

This portfolio's design system was built entirely through AI prompts—documenting colors, typography, spacing, and image guidelines in real-time as the site evolved.

Colors

Aa Aa

Typography

Spacing

Button

Components

Images

Icons

Animations

View my expertise and this site's Full Design System
Self-Documenting
Built as we go
Always Current
No stale docs
AI-Assisted
Claude Code generated

Featured Projects

Fun Lab

Associate Director - Design System

Australia's premier competitive socialising entertainment company with 8 brands and 80+ locations. Created a code based design system to drastically reduce delivery times for each brand.

Design Tokens Design System Multi-Brand Chakra UI

Helix

Chief Design Officer

Led design and development of a comprehensive medical centre web application, earning promotion from UI/UX/FED to Chief Design Officer through successful delivery.

Northstar Prototype Design Ops Vision

PenCS website

Lead Design & Design Systems

Led UX design for clinical software suite serving general practices across Australia, focusing on workflow optimization and medical data management. Also designed and developed the PenCS website within Plasmic.app for business, design and developers to use.

Healthcare Clinical Software Plasmic.app UX Design

Breville website

UX & Design Systems Lead

Led creation of code-based design system addressing quality, speed, and innovation. Placed production-ready React components in Framer using ESModules with AWS pipeline. Created Figma plugins making React repo (Maca Web) the source of truth. Key achievement: inspired all developers to adopt Framer as the design system.

Framer React AWS UX Design

Adelaide University

Design Systems Lead

Led design system development for Adelaide University through Merkle, establishing design patterns and component libraries to improve digital experience consistency across university platforms.

Figma Components Design Tokens Client Team Training

Red Rooster

Design Systems Specialist (via NCGroup)

Developed design system components and UX prototypes for Red Rooster's digital platforms, working through NCGroup to establish consistent interaction patterns across their restaurant ordering systems.

Framer Design Systems UX Prototyping Interaction Design

Some other not worthy Organizations I've worked for...

Oracle
Adobe
Property NSW
Rio Tinto
RAC
Department of Education

Recommendations

"Linc is a rare talent and I could not recommend him more highly. He is skilled in engaging widely across an organisation to test assumptions and create a shared understanding of priorities. Linc's key strength is his ability to understand and communicate bigger picture objectives whilst not being afraid to challenge the status quo to create a better product."

Jessica Vickers — Jessica Vickers, Telstra Health

"Lincoln is a wonderful committed team member who goes above and beyond to help realise the vision of the company. He is a strong design-thinker, supports bold ideas and is a benefit to anyone looking to pioneer design-thinking in their organisation."

Edweana Wenkart — Edweana Wenkart MBA BA AFAIDH, PenCS

Guiding Principles

  • Big Picture Thinking: Enable teams to see beyond immediate tasks to understand system-wide impact & northstar vision
  • Rapid Validation: Use AI-assisted tools to test ideas quickly and fail fast
  • Code as Design: Vibe coding and code based Design Systems, ensuring consistency from discovery to delivery
  • Shared Understanding: Bridge technical and non-technical stakeholders through tangible prototypes
  • Cultural Change Advocate: Champion people and their ideas, fostering a culture where innovation thrives

Get in Touch

Lincoln with coffee

Let's chat over coffee

I'd love to connect with curious minds exploring how AI can transform innovation. Whether it's collaboration, ideas, or just a good conversation—I'm in.

Book a 30-minute intro call to discuss opportunities

OR SEND A MESSAGE