Selected work
Recent Mobile Product Work
A selection of recent mobile product flows across AI-agent steering, travel planning, booking, and shared decisions, combining active team products with safely redacted confidential work.
Dēpology Design System
I turned repeated mobile shopping hesitation into clearer navigation, buybox, cart, checkout, and reusable product-page rules for a scaling skincare brand.
Worldover Risk Command
I turned scattered compliance signals into a command workflow for risk triage, production tracking, threshold alerts, and reporting readiness.
Explainable Property Search
I designed an AI property search flow that turns natural language into editable filters, match reasons, and clearer user control.
Worldschooling
I narrowed a large booking-platform vision into a launchable path for parents to compare programmes, judge fit, and place a deposit.
Travel to Qin
I rebuilt a travel sales page around trust before enquiry, using destination context, itinerary proof, service clarity, and CMS-ready content blocks.
Nihao Serica
I shaped an unfinished cross-cultural web direction to explore trust, tone, hierarchy, and brand application for China-facing service audiences.
TUTU Future
I built a playful education identity system across logo, palette, mascot, poster language, and reusable campaign templates.
Experience and education
Experience
TUTU VIEW
Owned end-to-end design across three cross-border DTC platforms, taking ambiguous venture goals from discovery, IA, and UX flows through to developer handoff, optimisation, and launch. Built component libraries, token systems, and rapid prototyping SOPs with Figma MCP and Claude Code, reducing delivery cycle by 70%, build time by 40%, and monthly creative overhead by £2000+. Analysed 400+ user sessions, heatmaps, heuristic signals, and behavioural patterns to define IA changes and three conversion opportunities.
Dēpology
Led a research-led full-funnel redesign across product, cart, and checkout journeys using heatmaps, session recordings, and cohort analysis, doubling checkout CVR across two product launches. Built reusable commerce components, documentation, and handoff SOPs for offer hierarchy, buybox states, cart patterns, and checkout behaviours, reducing production time by 30%. Connected landing-page UX, ad promise, and user perception in a Research-UI-Ads testing framework, compressing test cycles from two weeks to four days and contributing to a 50% reduction in cart abandonment.
Travel to Qin
Led traveller research through interviews, focus groups, and field studies, translating findings into a 20-page mobile wireframe with navigation flow, information hierarchy, and scalable design patterns. Designed high-fidelity prototypes, facilitated Shopify and WordPress handoff, and built an internal CMS for content and supplier-side publishing, cutting development cycle by 50% and labour cost by 50% through reusable templates.
manila.design
Led UX research for a B2C website using interviews and Google Analytics, identifying seven conversion blockers and translating them into personas, journey improvements, and product-to-checkout redesigns that contributed to a 10% drop-off reduction. Built reusable UI patterns across product, content, and checkout journeys, then collaborated with developers on responsive production handoff.
Quadtalent
Took UI ownership mid-project under pressure, self-taught front-end basics in three days, and shipped an enterprise website with minimal engineering revision through multi-layered approvals. Designed B2B enterprise UI, dashboard patterns, and 12 Python-based data-visualisation components for C-suite presentations.
Education
University College London
Distinction. Research contributor and co-author of an ACM CHIWORK '25 paper; invited through UCLIC to present findings at Google.
University of Leeds
First Class. Thesis with Distinction selected for New Designers 2023 and published on Dezeen Magazine.
- #Product UX
- #Research
- #Design systems
- #Conversion
- #AI workflows
- #Handoff
EXPERIENCE
Experience
TUTU VIEW
Owned end-to-end design across three cross-border DTC platforms, taking ambiguous venture goals from discovery, IA, and UX flows through to developer handoff, optimisation, and launch. Built component libraries, token systems, and rapid prototyping SOPs with Figma MCP and Claude Code, reducing delivery cycle by 70%, build time by 40%, and monthly creative overhead by £2000+. Analysed 400+ user sessions, heatmaps, heuristic signals, and behavioural patterns to define IA changes and three conversion opportunities.
Dēpology
Led a research-led full-funnel redesign across product, cart, and checkout journeys using heatmaps, session recordings, and cohort analysis, doubling checkout CVR across two product launches. Built reusable commerce components, documentation, and handoff SOPs for offer hierarchy, buybox states, cart patterns, and checkout behaviours, reducing production time by 30%. Connected landing-page UX, ad promise, and user perception in a Research-UI-Ads testing framework, compressing test cycles from two weeks to four days and contributing to a 50% reduction in cart abandonment.
Travel to Qin
Led traveller research through interviews, focus groups, and field studies, translating findings into a 20-page mobile wireframe with navigation flow, information hierarchy, and scalable design patterns. Designed high-fidelity prototypes, facilitated Shopify and WordPress handoff, and built an internal CMS for content and supplier-side publishing, cutting development cycle by 50% and labour cost by 50% through reusable templates.
manila.design
Led UX research for a B2C website using interviews and Google Analytics, identifying seven conversion blockers and translating them into personas, journey improvements, and product-to-checkout redesigns that contributed to a 10% drop-off reduction. Built reusable UI patterns across product, content, and checkout journeys, then collaborated with developers on responsive production handoff.
Quadtalent
Took UI ownership mid-project under pressure, self-taught front-end basics in three days, and shipped an enterprise website with minimal engineering revision through multi-layered approvals. Designed B2B enterprise UI, dashboard patterns, and 12 Python-based data-visualisation components for C-suite presentations.
EDUCATION
Education
University College London
Distinction. Research contributor and co-author of an ACM CHIWORK '25 paper; invited through UCLIC to present findings at Google.
University of Leeds
First Class. Thesis with Distinction selected for New Designers 2023 and published on Dezeen Magazine.
- #Product UX
- #Research
- #Design systems
- #Conversion
- #AI workflows
- #Handoff
Personal statement
I’m Joe, a product designer in London. I spend a lot of time thinking about the tiny pause before someone clicks, books, buys, joins, or gives up.
That pause is usually where the real design problem lives. I like finding what’s missing there: trust, context, motivation, a clearer path, or just a better way to say the thing.
My work moves between research, interface design, systems, and fast prototypes. Different projects, same obsession: make products feel easier to understand, easier to trust, and easier to return to.