Joseph Greenwood

Product Designer • Brand Designer • Strategist

I help organisations and startups turn complex challenges into intuitive digital products and memorable brands that create lasting value.

Available for work — London, UK

About me.

I’ve led product design and strategy across healthcare, fintech, edtech, and motorsports, partnering with organisations including Toyota, Relias, and Rocket Companies. I also worked with startups and small businesses to build brands and digital products from the ground up.

7+

Years of experience

15+

Products & brands launched

Services.

1.

Product Strategy

Product vision & roadmap

Workshop facilitation

Opportunity & concept validation

Journey mapping

Prioritisation & product direction

2.

Product Design

User research & discovery

End-to-end UX/UI

User flows & information architecture

Production like prototyping

Usability testing

Design systems

3.

Branding

Brand identity

Logo design

Visual identity systems

Brand guidelines

Creative direction

Tone of Voice

Stack.

Figma

General Design Tool

Miro

Workshops & Strategy

Chat GPT & Codex

AI Tool

HTML & CSS

Web Development

Framer

Web Design

Adobe Creative Suite

General Design Tools

Experience.

Product Design Lead

Endava

2025 — 2026

Led product strategy and design from discovery to delivery, creating accessible, user-centred experiences and mentoring design teams.

Senior Product Designer

Endava

2024 — 2025

Led end-to-end product design, from discovery and strategy to delivery, creating accessible, user-centred experiences that balanced business goals with real user needs.

Product Designer

Endava

2022 — 2024

Designed and delivered digital products across multiple industries, combining product thinking and visual design to solve complex problems and mentor designers across the team.

UI & Visual Designer

Endava

2021 — 2022

I owned the visual design process from concept to delivery for small to mid-sized projects.

Product & Brand Designer

Freelance

2020 — 2021

I worked with startups and small businesses to build digital products & brand identities from the ground up.

Product & Visual Designer

H&A Marketing

2019 — 2020

Designed products and brand assets for brands including Marvel, Disney, and The Simpsons, with work stocked by ASDA, Primark, and Tesco.

Testimonials.

Alexander Stittle

VP Capability, XR & Physical Computing at Endava

"I had the pleasure of working with Joseph at Endava, and he is easily one of the strongest designers I’ve worked with. Joseph combines excellent design craft with real strategic thinking. He is great at shaping conversations with clients, preparing and running workshops, and helping teams build confidence around the direction of a product or experience. He communicates clearly, asks thoughtful questions, and has a real ability to challenge assumptions in a way that moves the work forward. One of the things I most appreciated about working with Joseph was his curiosity and initiative. He is always looking ahead, exploring new tools and better ways of working, particularly around AI. A great example was when he independently embedded a working AI agent into a Figma prototype for one client simply because he saw the opportunity and made it happen. Joseph brings a rare mix of design skill, strategic thinking, curiosity, and ownership. I would highly recommend him to any team looking for a thoughtful, forward-looking designer who can make a real impact."

Norma Caballero

Senior Project Manager at Endava

"Joey exemplifies what it means to be a true consultant, he combines user empathy, strategic thinking, and delivery focus to ensure the client feels guided and supported throughout the process. His ability to challenge constructively and propose better approaches reinforces his credibility and strengthens our partnership. Since we started working together, Joey looked for ways to align the team and foster collaboration. He is always available to discuss ideas, listens to different perspectives, and consistently keeps the user’s needs in focus. Having him on the team is like always having a user present in our discussions: ensuring we deliver what is best for the client while staying within scope. He concentrates on essentials, drives results, and has been a key contributor from the beginning. His thoughtful approach has also helped build trust with the client, who sees him as a key contributor guiding us toward the right solutions. Beyond his design expertise, Joey's technical skills are impressive. He experiments actively with AI and produces clickable prototypes with very quick turnaround times. These prototypes, which we had not initially planned due to time constraints, have been instrumental in gathering user feedback, conducting testing sessions, and sparking more productive conversations with developers. In addition to his skills, Joey is a strong team player, he engages proactively with developers and testers, strengthening cross-functional collaboration and I would be glad to work with him again on any future project or initiative."

Mindy Nies

VP of Product Design & Techstars All-Star Mentor

"Joey is an exceptionally talented product designer whose strategic leadership on the Quicken Loans brand refresh transformed our digital presence, and allowed us to modernize our website with a bold, user-centered vision. He played a pivotal role in evolving our UI kit into a mature, scalable design system that empowered team members across the design org to drive consistency in our UX/UI and improved our speed to ship designs to production. Joey’s thoughtfulness and generosity, whether mentoring fellow designers or collaborating closely with Engineering and Product, made him a highly trusted partner and an invaluable member of our team. I would jump at the chance to work with him again in the future--he's a rarity in the design world."

Shawna Johnson

Director of Product Management at MedBridge

"Joey was by far one of the best designers I have ever worked with. He was always able to take my direction and product requests and elevate the designs beyond what I had originally considered. His designs were dev-smart and backed by his extensive UX/UI understanding. He went above and beyond to explain design concepts and considerations when presenting his ideas to the team. I would work with Joey again anytime. Such a rockstar!"