Hi, I'm Jay — I design digital experiences that don't make users swear.
I'm an Experience Design Director with over a decade of turning complex problems into clean, conversion-focused products. I've led UX and product design for global platforms like eBay, DHL, FedEx and Parcel2Go — building design systems, launching products, and making user journeys feel more human (and less like a trap). Whether it's CRO, strategy, or full-scale UX leadership, I bring clarity, consistency and a touch of creativity to every project. My mission is simple: create digital experiences that delight users instead of frustrating them.
My Design Principles
Some people laminate theirs. I just use them.
Good UX feels invisible
Because bad UX doesn't shut up.
Friction is fine. Confusion isn't.
Solve real problems, don't create new ones.
Data > gut instinct
Intuition starts the idea, testing makes it real.
Consistency over cleverness
Users don't care if it's cool if it doesn't work.
Design for real people
Not "User Persona Aged 32 Who Loves Coffee."
Skills and Super Powers
Product & UX Strategy
Connecting business goals with user needs—like a matchmaker for products that actually work and make money. Everyone wins.
User-Centred Design
Designing for humans, not robots—because I've yet to see a robot rage-quit after failing to find the checkout button.
Product Development
Turning coffee-fueled ideas into polished products through roadmaps that don't require a GPS to follow.
Data-Driven Thinking
Translating numbers into insights without putting everyone to sleep—where analytics meet actual usefulness.
Agile & Lean UX
Delivering solutions efficiently—like Marie Kondo for digital products, but keeping things that work instead of sparking joy.
Design System Wizardry
Building frameworks so intuitive even your intern won't break them. No wand required, though it would help.
Mentoring and Leadership
Growing teams through guidance, collaboration, and strategic caffeine deployment. Results may include actual professional development.
Experience
1
Experience Design Director
Parcel2Go Group | Jul 2015 – Present
- Drew the big UX map and rallied the troops to march in unison.
- Pulled Smart Send out of thin air — now casually bringing in £38M a year.
- Built a design system so effective it rolled out accross all products in 6 months.
- Masterminded user journeys, MVPs, and more acronyms than you can shake a sticky note at.
- Ran enough user tests to qualify as a part-time therapist.
- Doubled team output without cloning anyone.
- Sneaked UX into the business strategy while no one was looking.
2
Head of UX & Design
ThinkMoney Group | Jun 2014 – Jul 2015
- Gave the NPS a glow-up (+15%) and the board something to smile about.
- Helped Ocean Finance surf to its first £1M month in credit card joy.
- Magically boosted site traffic by 275% (without sacrificing any goats).
- Turned "user-first" from slogan to standard.
- Compressed timelines like a UX DeLorean.
3
UX Design Team Lead
AO.com | Sep 2011 – Jun 2014
- Added 9% to conversion rates – yes, nine.
- Managed a band of four designers with big ideas and bigger headphones.
- Kept customers happy, stakeholders reassured, and interfaces smoother than jazz.
10,000 Hours (Ish)
Because if you're going to put in the time, it might as well count.
- 7,000+ hours mapping user journeys, design systems, and MVPs
- 3,000+ hours leading teams, mentoring designers, and persuading stakeholders
- 500+ A/B tests launched (and a few gracefully retired)
- 100,000+ users impacted through better design
- 1 stakeholder who still prints out wireframes (and somehow survived)
Education & Side Quests
- BA (Hons) Graphic Design, University of Bolton
- Certified Scrum Product Owner (CSPO®), Scrum Alliance
- NLP Coach Practitioner (because brains matter)
- Certificate in CBT (useful for when stakeholders are having a moment)
Awards & Bragging Rights
- CX Awards Nominee – Best Digital Transformation (2021)
- Top 15 Fastest Growing Tech Companies – G.P. Bullhound (2018)
- PayPal Etail Awards & Hack Manchester glory moments
Fan Mail
What my colleagues say when they think I'm not listening
Insightful
"Jay's UX smarts made our projects smarter. Insightful, challenging (in the good way), and genuinely transformative."
— Michael Mangan | ThinkMoney
Enthusiastic
Jay's enthusiasm was contagious. His UX strategies still echo through AO.com like a very helpful ghost."
— Matthew Lawson | Director of Conversion, AO.com
Extras
Parcel2Go C-Suite Testimonials
(Available upon request)
Professional References
(Happy to provide — they genuinely have good things to say)
Curious to learn more?
Explore my thoughts, processes and UX insights on my website
Take a look at my case study
Dive into my Parcel2Go rebrand project where I transformed a functional delivery service into a brand with personality and purpose. This case study showcases my approach to user-centered design, brand evolution, and measurable business results.