Design Direction & Leadership
Leading creative vision and high-performing teams for over 20 years to deliver seamless, high-impact experiences for world-class organizations.
Welcome!
Enterprise UX leadership & business optimization.
For over 20 years, I have translated complex user needs into measurable business value and led teams through strategic transformations. I operate at the Associate Director level, partnering with cross-functional leaders to connect design intent to OKRs—shaping everything from lifecycle journeys and conversion optimization to AI-driven innovation. My focus is on the business problems I solve and the teams I build, not just the experiences I design.
Experience & credentials
I specialize in defining and delivering end‑to‑end account, billing, retention and commerce experiences for large, matrixed organizations. I partner closely with product, engineering, data and marketing leaders to ship experiences that are both usable for customers and measurable for the business.
Leadership in complex domains
I operate at the Lead / Principal and Associate Director levels, shaping UX and CX strategy across complex enterprise domains. I drive roadmaps for subscription and lifecycle journeys, connect design intent to OKRs, and help teams prioritize the work that moves the needle.
Enterprise-scale impact
My work has contributed to year‑over‑year revenue growth, improved retention and stronger brand advocacy. I focus on visualizing critical North Star enterprise journeys such as onboarding, plan upgrades, renewals and account management—with outcomes like reduced cognitive effort and improved conversion through experimentation and data‑driven decision‑making.
How I build design orgs
A Director isn’t just a designer; they are a mentor and a builder of teams. I create environments where innovation thrives, advocate for design at every level, and invest in people while driving results. I develop talent, trust them with meaningful responsibilities, and celebrate wins as a team.
Certifications
NN/g UX Certification in UX Management
Issued Apr 2025.
Credential ID
1093278.
IxDF AI for Designers
Course completed in August 2024.
Skills
Capabilities I bring to Lead / Principal UX and CX roles—building research operations, scaling user-centric cultures, and driving measurable business outcomes.
AI-Powered Innovation
Leveraging the last two years to pioneer human-centered AI design, integrating intelligent, intuitive features into established SaaS ecosystems.
CX Strategy
Beyond UX, I influence the full customer experience—from call center flows and physical touchpoints to marketing email streams and omnichannel support. I think in terms of journeys: onboarding, retention, and lifecycle, not just device types.
Design Strategy
Translating over two decades of design expertise into actionable frameworks and roadmaps that align organizational vision with high-impact, scalable user experiences.
Global Enterprise E-commerce
Architecting scalable, high-conversion commerce platforms that navigate the specific complexities and technical requirements of global enterprise markets.
Strategic Design Architecture
Building robust design playbooks and systems that serve as the strategic bridge between overarching business goals and technical execution.
Building Research Operations & Scaling User-Centric Cultures
Establishing research operations and embedding user-centric practices across organizations. Transforming complex user research and behavioral data into intuitive interfaces that prioritize clarity, ease of use, and verified user intent.
Selected client list
I’ve led or contributed to UX and CX work for these established brands and product teams. Detailed work history and methodology are available in conversation.
Inspiration
These thought leaders have shaped my perspective on design: balancing craft and systems thinking, advocating for human-centered outcomes and building team cultures where clarity, curiosity and accountability drive better products.
Paul Rand
Don't try to be original; just try to be good.
This quote from Paul Rand has grounded my design leadership for over 25 years. It's a reminder that being 'good' at this craft isn't about personal ego—it's about the users. When we solve problems in the simplest and most relevant way for our clients and their customers, the work speaks for itself.
John Maeda
People who can focus, get things done. People who can prioritize, get the right things done.
John Maeda is spot on. I've always believed that defining the right problem matters more than finding a fast answer. By anchoring our work in research rather than guesswork, we deliver genuine value to everyone involved. I make it a priority to communicate this to stakeholders: spending time early to gain insight isn't just good design—it's a strategic move to prevent expensive mistakes.
Testimonials
Thanks to the folks that took the time to write the following testimonials. I am humbled and proud to share your words.
Joup Leussink
VP of Growth, former manager
I had the pleasure of having John on my growth team while we were growing the eCommerce business for join.me. He was a critical member of the growth team driving this success.
John is an excellent creative professional who can work independently and as part of a team. He was part of the scrum team and collaborated successfully with the other members who were focussed on engineering, project management, QA and analytics.
Doug Chapman
VP of Creative & Entrepreneur, former client
I have worked with John for almost 10 years. John is not just a top-notch creative talent, he is also an involved consultant who is quick to recommend options and offer alternative opinions.
I have had a wonderful experience working with John and have hired him repeatedly because of that experience.
Thomas Dittmer
Lead CX @ Tripadvisor, former colleague
Whether it is leading design sprints or analyzing user interview videos, John would never hesitate to do what was required to get the job done to improve the experience for the user.
John takes pride and ownership in his work and it shows in his dedication to his projects, his focus on the challenge at hand, and his work ethic.
Sourasith Simonphone
Senior Product Designer, Sanofi
John has been instrumental in my success at Sanofi from the start. He created an environment where innovation thrived, always encouraging me to push boundaries while providing the guidance and support needed to deliver impactful solutions.
He advocated for our team's work at every level and ensured our UX initiatives had the visibility and resources they deserved. What sets John apart is his ability to develop people while driving results. He invested in my growth, trusted me with meaningful responsibilities, and celebrated wins as a team. Working with John has been one of the most rewarding experiences of my career.
Let's Talk!
If you have questions about my experience or want to discuss how I approach design leadership, send a message. I'm happy to grab a coffee (virtual or in person) and share additional context, methodology, and work samples upon request.
I'm available to work on a freelance basis and would be happy to discuss how I could help you and your customers be more successful.