I work with ambitious teams to shape thoughtful products, brands, and digital experiences.
Introduction
I’ve led product design across healthcare, fintech, edtech and motorsports, partnering with organisations including Toyota, Relias and Rocket Companies. I also help startups and growing businesses shape brands and digital products from the ground up.
I’ve led product design across healthcare, fintech, edtech and motorsports, partnering with organisations including Toyota, Relias and Rocket Companies. I also help startups and growing businesses shape brands and digital products from the ground up.
I’ve led product design across healthcare, fintech, edtech and motorsports, partnering with organisations including Toyota, Relias and Rocket Companies. I also help startups and growing businesses shape brands and digital products from the ground up.
20
+
Products & brands
launched and counting.
7+ years building products and brands from the ground up.
Selected partners
A selection of my projects
Explore a curated selection of projects showcasing my design expertise, creative process, & impactful results.
Design solutions I deliver
I provide creative, strategic, and modern design solutions that help brands grow successfully.
(001)
Brand identity
Brand strategy & positioning
Logo & visual identity
Creative direction
Brand messaging
Brand systems & guidelines
(001)
Brand identity
Brand strategy & positioning
Logo & visual identity
Creative direction
Brand messaging
Brand systems & guidelines
(002)
Product design
End-to-end product design
UX, UI & interaction design
User flows & product architecture
Prototyping & usability testing
Design systems & scalable UI
(002)
Product design
End-to-end product design
UX, UI & interaction design
User flows & product architecture
Prototyping & usability testing
Design systems & scalable UI
(003)
Strategy
Product strategy & vision
Customer & user research
Opportunity identification
Concept development & validation
Prioritisation & roadmapping
(003)
Strategy
Product strategy & vision
Customer & user research
Opportunity identification
Concept development & validation
Prioritisation & roadmapping
How projects come alive
My process blends strategy, creativity, & clarity to build meaningful work with consistent, high-quality results.
01
Understand
I start by understanding the business context, users, existing system and constraints to establish what we’re actually solving.
01
Understand
I start by understanding the business context, users, existing system and constraints to establish what we’re actually solving.
02
Diagnose
Research and existing evidence help uncover the underlying problems, opportunities and assumptions that need to be addressed.
02
Diagnose
Research and existing evidence help uncover the underlying problems, opportunities and assumptions that need to be addressed.
03
Prioritise
I balance user value, business impact, technical effort and risk to determine where design can create the most leverage.
03
Prioritise
I balance user value, business impact, technical effort and risk to determine where design can create the most leverage.
04
Explore & Validate
I explore workflows and concepts at the right level of fidelity, testing assumptions early before committing to a solution.
04
Explore & Validate
I explore workflows and concepts at the right level of fidelity, testing assumptions early before committing to a solution.
05
Deliver & Measure
I work closely with teams through delivery, then use real-world feedback and outcomes to inform what comes next.
05
Deliver & Measure
I work closely with teams through delivery, then use real-world feedback and outcomes to inform what comes next.
See what clients & colleagues say
Hear from my satisfied clients and former colleagues about their experiences with my creative design and strategy solutions.
Mariana Machado
Head of Product & Design at Endava
"I had the pleasure of managing Joseph, and I can confidently say that he is an exceptional Product Designer and someone I would gladly work with again. What stands out about Joseph is that his impact goes far beyond producing great design work. He has strong consultancy skills and is particularly good at navigating complex problems, working with stakeholders, asking the right questions, and helping teams turn ambiguity into clear product direction. Throughout our time working together, Joseph led product discovery and design across different projects and industries, facilitating conversations with clients and stakeholders, defining problems, exploring opportunities, and translating insights into thoughtful product experiences. He is comfortable moving between strategy, discovery, UX, and UI while always keeping the broader product and business context in mind. He is also a natural mentor. Joseph consistently made time to support other designers, share his knowledge, provide thoughtful feedback, and help people grow, he had a lot of influence within our team. His leadership style is collaborative and approachable, and he has a genuine ability to elevate the people around him. Joseph brings together the qualities I value most in a senior Product Designer: strong design thinking, curiosity, ownership, excellent consulting skills, and the ability to lead both the work and the people around it. He is very much missed! Any team would benefit from having Joseph, and I highly recommend him."
Mindy Nies
VP of Product Design & Techstars All-Star Mentor
"Joey is an exceptionally talented product designer whose strategic leadership on the QL 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."
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."
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!"
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."
Mariana Machado
Head of Product & Design at Endava
"I had the pleasure of managing Joseph, and I can confidently say that he is an exceptional Product Designer and someone I would gladly work with again. What stands out about Joseph is that his impact goes far beyond producing great design work. He has strong consultancy skills and is particularly good at navigating complex problems, working with stakeholders, asking the right questions, and helping teams turn ambiguity into clear product direction. Throughout our time working together, Joseph led product discovery and design across different projects and industries, facilitating conversations with clients and stakeholders, defining problems, exploring opportunities, and translating insights into thoughtful product experiences. He is comfortable moving between strategy, discovery, UX, and UI while always keeping the broader product and business context in mind. He is also a natural mentor. Joseph consistently made time to support other designers, share his knowledge, provide thoughtful feedback, and help people grow, he had a lot of influence within our team. His leadership style is collaborative and approachable, and he has a genuine ability to elevate the people around him. Joseph brings together the qualities I value most in a senior Product Designer: strong design thinking, curiosity, ownership, excellent consulting skills, and the ability to lead both the work and the people around it. He is very much missed! Any team would benefit from having Joseph, and I highly recommend him."
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 QL 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!"
Mariana Machado
Head of Product & Design at Endava
"I had the pleasure of managing Joseph, and I can confidently say that he is an exceptional Product Designer and someone I would gladly work with again. What stands out about Joseph is that his impact goes far beyond producing great design work. He has strong consultancy skills and is particularly good at navigating complex problems, working with stakeholders, asking the right questions, and helping teams turn ambiguity into clear product direction. Throughout our time working together, Joseph led product discovery and design across different projects and industries, facilitating conversations with clients and stakeholders, defining problems, exploring opportunities, and translating insights into thoughtful product experiences. He is comfortable moving between strategy, discovery, UX, and UI while always keeping the broader product and business context in mind. He is also a natural mentor. Joseph consistently made time to support other designers, share his knowledge, provide thoughtful feedback, and help people grow, he had a lot of influence within our team. His leadership style is collaborative and approachable, and he has a genuine ability to elevate the people around him. Joseph brings together the qualities I value most in a senior Product Designer: strong design thinking, curiosity, ownership, excellent consulting skills, and the ability to lead both the work and the people around it. He is very much missed! Any team would benefit from having Joseph, and I highly recommend him."
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."
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!"
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."
Mindy Nies
VP of Product Design & Techstars All-Star Mentor
"Joey is an exceptionally talented product designer whose strategic leadership on the QL 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."
FAQ
Need some answers?
Clear answers to common questions about my services, process, pricing, and collaboration.
Still Have A Question
If you have more questions, feel free to reach out, and I’ll assist promptly.
How long does a typical project take?
Depends on the scope and complexity. Before we begin, I’ll define a clear project plan and expected timeline so you know what to expect.
What can we work on together?
When is the right time to bring you into a project?
What if the scope changes?
Can you work with my existing team?
How do we get started?
FAQ
Need some answers?
Clear answers to common questions about my services, process, pricing, and collaboration.
Still Have A Question
If you have more questions, feel free to reach out, and I’ll assist promptly.
How long does a typical project take?
Depends on the scope and complexity. Before we begin, I’ll define a clear project plan and expected timeline so you know what to expect.
What can we work on together?
When is the right time to bring you into a project?
What if the scope changes?
Can you work with my existing team?
How do we get started?