About me
In house and independent, across startups, agencies and large tech teams.
I'm a designer with 11+ years experience, working in large
teams at tech companies and independently with lean startups
and agencies. I've helped founders secure seed funding, shaped
how teams work with AI, and built design systems for both new
products and established platforms. Much of my recent work has
been on AI products, designing agentic flows and
conversational interfaces, and using AI throughout my own
workflow, including prototyping and shipping with Claude Code.
When I'm not designing, I'm surfing, hiking, or travelling.
I support early-stage startups and solo founders in defining product, customer, audience, and market, delivering investor-ready concepts, research, and prototypes, helping secure seed funding and giving founders the confidence to commit to building their product in full.
Working inside agile teams on large, established platforms, owning design systems adopted by both design and engineering, and leading accessibility work that helped define a new business unit.
Behind the scenes on product and design work, defining AI processes and building design systems across multiple client products.
"Working with John-Luke has been an absolute
delight. As a Lead Designer, he juggles a million moving
parts without losing sight of the human element.
He's an incredible advocate for the client, always
digging deep to ensure the final product perfectly
reflects their vision.
John-Luke is a great
communicator and professional team member who makes the
hard work look easy and brings positive energy to both
the team and the client."
"I came to John-Luke when I was just starting
out and needed to establish credibility with
professional football clubs. He created an online
brand that's helped open doors and clients
have responded well.
He's been
good for ongoing work whenever I need it,
understands the brief and delivers."
"I came to John-Luke when I was just starting out
and needed to establish credibility with professional
football clubs. He created an online brand that's
helped open doors and clients have responded well.
He's been good for ongoing work
whenever I need it, understands the brief and
delivers."
"We brought John-Luke in to refresh our digital presence and he delivered a polished result that feels much more modern. Easy to work with and understood exactly what we needed. We continue to use him for various agency projects."
"We brought John-Luke in to refresh our digital presence and he delivered a polished result that feels much more modern. Easy to work with and understood exactly what we needed. We continue to use him for various agency projects."
"Working with John-Luke has been an absolute
delight. As a Lead Designer, he juggles a million
moving parts without losing sight of the human
element. He's an incredible advocate for the
client, always digging deep to ensure the final
product perfectly reflects their vision.
John-Luke is a great communicator and
professional team member who makes the hard work
look easy and brings positive energy to both the
team and the client."
2016 - Current
Working independently with startups, agencies, and tech companies on brand, product, and web projects. Clients have included early stage AI startups, professional sports organisations, and digital agencies across the UK and New Zealand.
2022 - 2025
Embedded in a small product team working on an AI driven mis/disinformation platform for OSINT analysts. Built and delivered a design system adopted by both design and engineering, ran research from user interviews through to IA analysis, and led the shift from Figma prototyping to building with AI.
2021
Worked on an internal B2B recruitment platform built on Salesforce, navigating enterprise processes and multiple stakeholders to improve usability across established systems. Stakeholders were also direct users, so decisions were tested against business critical needs.
2019 - 2021
Joined as a UX designer before moving into the front-end accessibility team, overhauling a student facing platform to meet WCAG requirements and allow the business to bid on bigger projects. Contributed to the design system and built front-end prototypes in HTML and CSS.
2018 - 2019
Sole designer responsible for client websites and internal brand work, contributing to front-end development alongside the dev team. Later returned as a freelance contractor to overhaul the B2B platform UI ahead of a successful business sale.
2014 - 2016
Started as an apprentice at a small agency working with educational clients, producing brand and print work under the creative director, from concept through to finished artwork.