Evidence, not opinion.
Designing for users. Accountable to the business. Nine years at platform scale inside Flutter Entertainment and JD Group, now looking for the next Senior or Lead role, permanent or contract.
Exhibit 01JD UP, Manchester 2026
Case studies
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JD · NAV
JD Sports — Main Navigation
Lead Designer · sole owner of the redesignNobody asked me to audit the navigation. I did, wrote the findings up as a brief myself, and took it to the PM, turning it into a full architectural redesign before any design work began. CTR from 18% to 32%. £300k+ revenue uplift across a 28-day A/B test.
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JD · ACCT
JD Sports — My Account
Lead Designer · self-initiated from a pattern in CS dataNoticed a pattern in the CS contact reports nobody had been asked to investigate. What started as an IA fix grew into four workstreams: restructured navigation, a new delivery-tracking integration, an in-store QR returns flow, and future-vision concepts tested with the business. 12% drop in WISMO contacts against an 8% target.
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JD · BNPL
JD Sports — Scalapay Integration
Lead Designer · negotiated directly with an external payment partnerHeld the line against a payment partner's request for default checkout prominence. Backed the position with research, not opinion, against commercial pressure to ship their version. Checkout completion and revenue both rose once the decision shipped.
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JD · CUST
JD Sports — Product Customisation
Lead Designer · worked directly with the print floor and brand teamFound a confidence gap beneath a capability problem, not a design problem, a trust problem. Visited the distribution centre myself and built a brand safety framework that reached all the way to the print floor.
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JD · AUTH
JD Sports — Customer Authentication
Lead Designer · platform-wide authenticationRequested direct AWS environment access before accepting the brief's constraints as fixed, found several were negotiable, and reopened the scope conversation on that basis. Delivered without measurable drop-off across 12 regional rollouts and 2.1 million customer accounts.
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PPB · AML
Paddy Power Betfair — Customer Verification Experience
Sole Designer · worked with the AML and compliance teamChanged my own initial design position after a workshop with the AML team surfaced the real cost of under-warning customers. Suspensions dropped 82%, reported honestly alongside a real customer cost.
From the people I've worked with
View on LinkedIn → (opens in a new tab)He was a highly valued member of the team, helping shape the strategic direction of our function and ways of working, with a clear view on how AI can support great product delivery.
Richard took the initiative to introduce and improve our design processes, helping streamline the way we worked and bring greater consistency across our team.
Richard actively sought feedback and quickly implemented new ways of working that improved the squad's overall efficiency — one change enabled developers to liaise directly with him, significantly speeding up the resolution of queries and issues.
Working seamlessly on projects such as improving the homepage, middle banner offer spots, campaign landing pages and BNPL on PDP — his work continues after the design is done, and he's involved in the review process once development work has been done.
Built to repeat
Developed at Flutter Entertainment by watching what actually held up under pressure, then formalised at JD Sports into a documented process and Figma system. Ten designers now work to it.
For hiring managers.
Looking for Senior and Lead Product Design roles where design has genuine influence and the work connects to real outcomes. Permanent or contract.
Open to opportunities Get in touch →- A senior or lead role with real design influence
- High-traffic products at platform scale, the kind where bad decisions hurt
- A culture that debates the problem before jumping to the solution
- North West hybrid, London two days a week (I keep a base in Watford), or fully remote
Doesn't need to tick every box, but the more it does, the better the fit.
Senior designer.
Strategic lens.
I didn't start in design. Recruitment came first, then UX, then nine years of platform-scale products across two of the UK's biggest digital businesses. The non-traditional route turned out to be useful.
More about me →Books & guides for
product designers.
Playbooks on AI, stakeholder work, and design leadership, including a first-90-days plan and hiring toolkit written from actually running a team.
Browse the library → (opens in a new tab)