Designing for users. Accountable to the business.

Richard Ilott standing at the JD UP 2026 event in Manchester, in front of a large-format phone display showing the JD Sports app navigation

Lead Product Designer working at the intersection of user needs and commercial outcomes.

Eight years across Flutter Entertainment and JD Group, designing at platform scale.

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18% → 32%

Nav CTR uplift · £125k → £205k revenue/week

35k

Daily users · Paddy Power Free-to-Play · from 500

+£1.5m

Revenue outcome · 14-day cross-sell test