About

Complex platforms.
Clear outcomes.

Senior Product Designer with 18+ years delivering measurable impact across enterprise, ecommerce, and regulated systems.

Johnny Huntington

Johnny Huntington

Senior Product Designer with 18+ years delivering measurable commercial and operational impact across digital enterprise platforms, regulated environments, banking, marketplaces, retail ecosystems (serving millions), and internal systems serving 90,000+ users. Experience spanning 20+ industry verticals including retail, fintech, telecoms, energy, staffing, loyalty, and large-scale enterprise services.

Driven by curiosity. Grounded in craft. Obsessed with making the complex feel simple.

Design is only half of it.

Mapping flows, building systems, sweating the details — and bringing a collaborative, calm approach to every project. Whether it's web, mobile, or something new, I work closely with product and engineering to ship designs that perform and scale.

18+
Years of experience
Turning complex problems into clean, intuitive digital experiences.
5
Countries lived in
UK · UAE · Latvia · Ukraine · Spain
350+
Successful digital projects
Shipped across 25+ industry verticals.
Random facts
Has a dog named Stitch
Believes every problem has a sticky note solution
Father of three beautiful children
Happiest somewhere outdoors
Currently exploring
Claude Code
Using Claude Code to build and iterate on real product interfaces directly — collapsing the gap between design intent and working code.
Latest inspiration
Roger Martin's 'The Design of Business'
Design thinking as competitive advantage — why the best companies treat intuitive leaps as rigorous business strategy, not creative guesswork.
On the reading list
Clayton Christensen's 'Competing Against Luck'
Jobs-to-be-done reframes design decisions around what progress customers are actually trying to make — the clearest commercial lens I've found for prioritising product work.

Process

How I approach a problem

I don't follow a rigid process — I follow the problem. But there are principles I bring to every engagement, regardless of industry or platform.

Start with the business problem, not the brief

I push to understand the commercial or operational pressure behind a request before touching a frame. The brief is rarely the full picture — the stakeholder who wrote it usually knows more than they've put on paper.

Design for the person who doesn't read the instructions

Real users are rushed, distracted, and making decisions in two seconds. I design for that version of them — not the idealised one who reads tooltips and explores every option.

Systems over screens

A single screen solved is often a symptom, not a solution. I look for the underlying pattern — the component, rule, or model that solves the screen and the next ten like it. This is why my work tends to scale.

Push back early, not late

If a direction is wrong, I'd rather surface that in discovery than in a design review six weeks in. I ask uncomfortable questions early — not to slow things down, but because it's faster overall.

Ambiguity is information

When a stakeholder can't agree on requirements, or users behave in ways the team didn't expect, that's the most valuable signal in the room. I run towards those moments, not around them.

Outcomes over output

Screens are a means to an end. I care about whether the thing shipped moved a metric, reduced a cost, or made someone's day easier. That's what I report back and what I hold myself to.

Social proof

What people say

“Having Johnny on our project team has been a gamechanger. His broad knowledge of Shell’s design principles, coupled with his deep understanding of what our employees want, has helped us move the needle towards a more engaging and seamless experience for our 90,000+ Hub users.”

AL
A. Lisik-Gogacz, Hub Product Owner
Shell

“Johnny is one of the strongest members of our team. He brings finesse to all the work he creates and is a great mentor. His approach is always professional, his contributions always knowledgeable. He always delivers to the highest standard and has a sound relationship with his engineering team.”

AM
A. Matthews, Senior UX Design Lead
Indeed

“Johnny has played a pivotal role in recent developments within the Time and Pay domain, contributing groundbreaking work that showcases his remarkable attention to detail. I often hold these designs up as a level of excellence that should be achieved.”

SM
S. Marks, Product Design Team Director
Indeed

“Having Johnny on our project team has been a gamechanger when it comes to digital employee experience. The Hub, Shell’s employee experience platform, is going through considerable modernisation and Johnny has been instrumental by bringing his expertise on user experience and interface design practices. His broad knowledge of Shell’s design principles, including branding and accessibility standards, coupled with his deep understanding of what our employees want has helped us move the needle towards a more engaging and seamless experience for our 90,000+ Hub users.”

AL
A. Lisik-Gogacz, Hub Product Owner
Shell

“I can honestly say I only have positive feedback to share. Johnny is super pleasant to work with, he clearly knows his stuff, we got excellent feedback from our user panel on the results – users strongly preferred his work over what we had in place already, and he works fast. We had new designs in no time with minimal time investment needed from our team. I pretty much have happy stakeholders all around on this one.”

DF
D. Faber, Transformational Change Manager
Shell

“Johnny is a reliable and professional colleague, he adapts to all of the many changes and challenges we had with ease, he is flexible and easy to collaborate with. He has an impressive depth of knowledge within the UX/UI field, and consistently delivered high-quality work, making him an invaluable part of the team. Having this skill of stakeholder management brought great value to the team – this was clearly translated into helping us achieve our goals seamlessly, way before the deadline.”

MO
M. Omeragic, Information & Digital Technology Advisor
Shell

“Johnny is an absolute pleasure to work with. His work is insightful and thorough, and he is well-liked by his squad and the wider team. A stand-out professional and a great addition to any digital team.”

MC
M. Cleveland, Product Design Manager
BT (British Telecom)

“First contracted Johnny Huntington UX/UI services in 2013. What impressed me was his work ethic, proactiveness and approach to fully understanding our BRD, technical requirements, company goals, mission statement and overall business model. Working with an individual which was professional, accessible and able to work with an agile based approach was key to selection. Based on past performance and proven delivery I would recommend his services to anybody with a serious design/digital requirement.”

PL
P. Lumsden, Senior Test Analyst
Societe Generale

“Johnny is one of the strongest members of our team. He brings finesse to all the work he creates and shares and is a great mentor to the rest of the designers with his years of experience across UX, UI and Product Design being evident. His approach is always professional and his contributions are always knowledgeable. I enjoy seeing Johnny’s work as he always delivers to the highest standard of what he’s been briefed, pushes for the best user experience and has a sound relationship with his engineering team.”

AM
A. Matthews, Senior User Experience Design Lead
Indeed

“Johnny consistently demonstrates an exceptional competence in UX and visual design. He has inspired me to do better and become a better UX designer. He is an invaluable asset in the UX/UI team, always setting a high standard for well presented designs, good UX/UI and innovation. I’ve enjoyed working with him, and I’m hoping to continue working together in future projects.”

FM
F. Martinez Quiroz, Senior User Experience Designer
Indeed

“Johnny has played a pivotal role in the recent developments within the Time and Pay domain, contributing groundbreaking work that showcases his remarkable attention to detail and strong work ethic. I often hold these designs up when talking to his peers or stakeholders as a level of excellence that should be achieved. One notable aspect of Johnny’s contribution has been his mentoring of team members, a process that has significantly impacted their work for the better.”

SM
S. Marks, Product Design Team Director
Indeed

“I have worked with Johnny almost 7 years and I found him very focused, determined and extraordinary when it comes to delivering any project. His best part is he gets things done very fast before other people start thinking. He is one of those team members who also naturally serves as an inspiring mentor for anyone that works with him. Johnny is the go to person for conflict resolutions and problem solving – his positive attitude and the respect others feel toward him are palpable.”

DM
D. Mehtab, Founder and Director
Digital Gravity

“Johnny has a strategic mind and is able to understand the client’s business, challenges and objectives – and deliver ideas that work for them. His intellect makes him able to quickly get to the essentials in an overall business idea and split it up into understandable and tangible tasks. I would truly recommend Johnny to anyone seeking a creative, hardworking partner in developing digital and business strategies.”

JI
J. Inge Øgland, Director of Operations
North Degrees

“I have never worked with someone so willing and open to feedback and quick to adjust their way of working to fit in to the wider process. Johnny is robust in his design first thinking approach and as a result is very reliable. He breaks down the scope of work so everything becomes clear and definable through clear deliverables. He is a pleasure to work with. He turns up consistently, and with a can-do attitude which I find remarkable.”

BA
B. Anderson, Staff Accessibility Specialist
Customer Experience

“I am really pleased with his designs for our project. He has smashed it with understanding and creating the flows of each story fully. Really excellent work – Johnny is an asset to the Counter Terminal team and a really lovely guy to work with!”

WZ
W. Zafar, Business Analyst
Post Office

“I just wanted to give Johnny and his UI/UX team mate a massive shout out for all their help with the ‘Transaction Recovery’ process. Both have been a massive help in forming this proposition.”

GS
G. Scott, Business Analyst
Post Office

“Working with Johnny on the unverified browse, exclusive offers, and waitlist offer projects has been a pleasure. His innovative ideas have significantly enhanced the user experience across our briefs. He has a keen eye for detail, ensuring that every element of his designs aligns with our brand and meets user needs effectively.”

MF
M. Fotedar, Project Manager
Indeed

“Johnny is one of the best designers I have worked with. He is thorough with his work and really fast as well. He showed tremendous patience going through multiple iterations due to constant feedback from stakeholders. He did not shy away from exploring out of the box ideas and was extremely open to feedback/suggestions.”

JD
J. Dalmia, Project Manager
Indeed

“Johnny has consistently rolled with the punches and adapted quickly as feedback on briefs has come in. He’s worked closely with the PMs to adjust designs as needed, demonstrating flexibility and a fast turnaround. His ability to respond efficiently to changing requirements has been a key strength.”

MJ
M. Jain, Product Director
Indeed

“Working alongside Johnny is a privilege as a fellow senior designer. Johnny’s leadership in UX has been amazing for the entire team. He’s not just a great designer, but also a mentor who’s always willing to guide and support others. One thing that consistently stands out is how flawless his execution is – whether it’s a small detail or a bigger design challenge, he always delivers solutions that are both intuitive and elegant. Thanks so much for being such a great teammate.”

AM
A. Matthews, Senior Product Designer
Indeed

“You’re super-efficient and I like your direct and clear approach to work. For the second piece of work you took on for Squad A I was really impressed with the way you picked it up and took it forward, proactively contacting and working with relevant stakeholders. You walked me through the outputs clearly and concisely, explaining your design decisions, and your Figma boards are well organised and clear to follow.”

KW
K. WallerBogod
Boots
1 / 18

Career

Creating value at scale

What I do

My areas of expertise

AI in practice

How I work with AI

AI hasn't changed what good design is — but it's fundamentally changed how fast I can get there. I use it across every phase of design work: to think faster, prototype sooner, and close the gap between intent and outcome.

My Toolkit

Tools & technologies used

Design & Prototyping
17
FigmaFramerPrincipleSketchZeroheightCursorv0Galileo AIUizardLottieRiveStorybookProtoPieSplineOrigami StudioAdobe IllustratorPhotoshop
Analytics & Data
18
Google AnalyticsMixpanelDataDogHotjarBrazeAmplitudeFullStoryQuantum MetricTableauLookerHeapContentsquarePendoOptimizelyVWOPostHogPower BIAdobe Analytics
Research
17
UserTestingLookbackOptimal WorkshopMazeDovetailPerplexityNotebookLMGrainEnjoyHQQualtricsdscoutTypeformSurveyMonkeyCondensAureliusEthnioAirtable
Collaboration
16
JiraConfluenceNotionSlackGitHubLinearMiroFigJamLoomProductboardMicrosoft TeamsAsanaMonday.comGoogle WorkspaceZoomCoda
AI Tools
28
ClaudeChatGPTMidjourneyDALL·ERunwayGitHub CopilotTomeClaude CodeClaude DesignGoogle StitchFigma AIAdobe FireflyGeminiSoraLovableBoltOtter.aiWhiskStable DiffusionMicrosoft CopilotIdeogramLeonardo AIPikaLuma AIElevenLabsPerplexityMakeZapier

Collaboration

How I work with engineering

In the ticket, not above it

I write design specs that engineers actually use — annotated flows, component states, edge cases, and accessibility notes baked in. No separate handoff meetings. No mystery. The spec is the source of truth, and I stay available throughout build to answer questions fast.

Technically literate, not a developer

I understand how the web and apps are built — component models, API constraints, token-based design systems, responsive behaviour. I design to what's feasible, flag when a concept needs engineering input early, and don't design things that can't be built or maintained at scale.

Iteration is part of the process

I treat build review as a design phase, not a QA check. If something looks off in implementation, I work with engineers to understand why and find a solution that fits both the intent and the constraints. I'm not precious about designs — I'm focused on the outcome.

Design systems as shared language

I build and contribute to design systems that engineering teams can actually consume — token-aligned, documented in Storybook or Zeroheight, and maintained as a living tool. A system nobody uses is just a Figma file. I make sure the bridge between design and code is real.

Embedded, not adjacent

I join sprint ceremonies, contribute to refinement, and flag design debt before it compounds. I'm not a resource dropped in at the start and collected at the end — I'm a member of the squad, invested in what ships. Engineers know they can raise concerns and I'll engage seriously.

Speed without shortcuts

I use AI-assisted prototyping, Storybook previews, and code-adjacent tools to compress the distance between design intent and working implementation. That means engineers spend less time interpreting and more time building — and the gap between what was designed and what ships stays tight.

In the ticket, not above it

I write design specs that engineers actually use — annotated flows, component states, edge cases, and accessibility notes baked in. No separate handoff meetings. No mystery.

Technically literate, not a developer

I understand component models, API constraints, and token-based design systems. I design to what's feasible and flag early when a concept needs engineering input.

Iteration is part of the process

I treat build review as a design phase, not a QA check. I work with engineers to find a solution that fits both intent and constraints.

Design systems as shared language

I build and contribute to design systems engineering teams can actually consume — token-aligned, documented in Storybook or Zeroheight, maintained as a living tool.

Embedded, not adjacent

I join sprint ceremonies, contribute to refinement, and flag design debt before it compounds. Engineers know they can raise concerns and I'll engage seriously.

Speed without shortcuts

I use AI-assisted prototyping, Storybook previews, and code-adjacent tools to compress the distance between design intent and working implementation.

Latest thinking

Design perspectives

Available for new engagements

Let's build better platforms

Senior product design available for engagements across enterprise ecommerce, fintech, and regulated systems.

Contract Full-time Fractional
Get in touch →