Jonathan is available for hire
Hire JonathanJonathan Vaughan
Verified Expert in Design
Experience Designer
London, United Kingdom
Toptal member since November 13, 2019
Bio
From delivering a million pizzas in six months to the sale of the world’s most expensive car, Jonathan has accumulated a breadth of experience in the decade he’s worked in UX. He’s designed products and services used and loved by millions for Bentley, McDonald’s, Gucci, Expedia, and Unilever. As an award-winning experience director, he’s delivered world-class, multi-channel projects for R/GA, Huge, POSSIBLE, Publicis.Sapient, and VMLY&R.
Experience
- User Experience (UX) - 10 years
- UX Strategy - 10 years
- UX Design - 10 years
- Product Design - 10 years
- User Research - 10 years
- User Journeys - 10 years
- Service Design - 8 years
- Artificial Intelligence (AI) - 3 years
Portfolio
Unilever Connected Device
Connected Device DesignApp UXInteraction Design (IxD)Device InteractionEcosystem DesignUser Journeys+ 17 more
Rexona Brand Platform
Annotated WireframesSEO ContentInformation Architecture (IA)Responsive UX DesignGuidelinesPlatform Design+ 13 more
Work Experience
UX Lead/Content Strategist
2026 - 2026
Cogent
- Executed usability audits and competitive benchmarking of AI security platforms, identifying friction points and defining industry standards required to outpace category peers.
- Mapped end-to-end user journeys and developed data-driven personas to ensure the architecture and experience aligned with the specific goals of enterprise security audiences.
- Architected the information hierarchy and UX framework to deliver a highly intuitive and navigable interface.
- Authored a content strategy and technical copy that demystified agentic AI processes, successfully distilling intricate AI reasoning into a clear and compelling story that increased user trust in autonomous security actions.
- Designed high-fidelity wireframes that utilized narrative storytelling to translate complex security technology into a transparent and easily digestible user experience.
Technologies: Figma, Figma Plugins, AI Tools
Product Designer
2022 - 2026
Kohler Co.
- Created a patent-pending AI product-recognition tool with a 5-fold conversion increase used by 60,000+ users monthly. It identifies 5,000+ products with an accuracy of 85%, processes millions of images, and drives a 50% quarterly increase in traffic.
- Expanded AI capabilities into visual search, integrating product identification and discovery into global search, live chat, and support workflows.
- Developed an admin validation system that allows agents to train and refine the machine-learning model, ensuring continuous accuracy improvements.
- Piloted voice AI to enable customers to self-serve through a seamless combination of voice and text interactions.
- Redesigned Help & Support, introducing generative AI, live chat, and self-serve tools to reduce call-center demand and improve customer satisfaction.
- Redesigned the Kohler.com search experience, applying user research and UX best practices to improve relevance and findability.
- Led moderated and unmoderated user testing programs with customers and industry panels to validate design decisions and iterate on experiences.
- Delivered service design for the Kohler Partner Network, mapping journeys for 700+ field installers across partner, customer, and back-office touchpoints, and establishing a research panel for continuous improvement.
- Reimagined a responsive parts and service diagram viewer, achieving a 35% increase in revenue.
- Collaborated across teams to align with the global design system, ensuring brand and UX consistency across all digital platforms.
Technologies: UX Design, Product Design, UI Design, Sketch, InVision, User Testing, Design Systems, Figma, Service Design, AI Tools, Artificial Intelligence (AI), Voice
Product Design Lead
2021 - 2022
BillionToOne
- Designed a responsive website portal that enables patients to view and manage genetic DNA test results.
- Developed UX wireframes and UI designs to handle complex details and information for all patient scenarios.
- Created a design system establishing typography, colors, and components for use across all platforms.
- Defined user journeys to improve the process flow between patients, clinics, and laboratories.
- Built an interface for clinics to deliver specimens online to laboratories.
Technologies: Figma, User Experience (UX), UX Design, Experience Maps, Customer Experience, User Journeys, User Journey Maps, Product Design, Wireframing, UX Wireframes, Prototyping, Process Flows, Mobile UX, Web UX, UI Design, Platform Design, Responsive Design, User Interface (UI)
Product Design Lead
2021 - 2022
nXlvl Inc
- Acted as a lead product designer of an NFT marketplace for a social networking app, enabling amateur athletes, artists, and performers to create, buy, and sell NFTs.
- Produced UX and UI designs for the app and the accompanying responsive website.
- Built out user flows, app maps, and prototypes for customer personas across all user journey stages.
- Developed an NFT creation flow, allowing users to design their own NFT images and artworks for sale on the platform.
- Created buying and selling flows, including eCommerce, payment, and account transactions, as well as wallet functionality.
- Enabled NFTs to be listed, purchased, and sold through primary and secondary markets.
- Designed an admin dashboard and tools permitting product owners to manage content and information structure.
Technologies: Figma, Zeplin, User Experience (UX), UX Strategy, UX Design, Experience Maps, Sitemaps, Product Design, Information Architecture (IA), App UX, Wireframing, Prototyping, Process Flows, Mobile UX, eCommerce, Web UX, Personas, UI Design, Platform Design, User Journeys, Customer Experience, Design Leadership, Innovation, UX Leadership, Responsive UX Design, User Interface (UI)
Product Design Lead
2021 - 2021
Fresh Tracks Canada
- Developed the user experience for a responsive web platform, simplifying customer journeys and enhancing brand engagement.
- Created a scalable design system of templates and components, enabling websites to be rolled out in a modular process.
- Developed brand architecture and strategy for sub-brands to implement across microsites, web properties, and print.
Technologies: Figma, InDesign CC, Illustrator CC, Design Leadership, User Experience (UX), Product Design, Usability, Customer Experience, Responsive Web Design (RWD), Web Design, Mobile UX, Web UX, UI Design, UX Leadership, Responsive UX Design, Travel, Zeplin, User Interface (UI)
Product Design Lead
2020 - 2021
Zenger News
- Led the UI/UX for the world's first digitally native news wire, a highly scalable and responsive platform that enables freelance journalists around the globe to produce daily news stories.
- Charted in-depth personas to profile multiple audiences before mapping those segments across user journeys, highlighting pain points and opportunities for increased engagement.
- Created a scalable design system and defined components that can be implemented across responsive web and app devices.
- Collaborated with the development team to constantly refine, evolve, and improve features and functionality through Agile delivery cycles.
Technologies: InVision, Sketch, User Experience (UX), Experience Maps, Product Design, User Research, User Journeys, Usability, Responsive Web Design (RWD), Web Design, Process Flows, Mobile UX, Web UX, UI Design, Platform Design, Innovation, Onboarding, Newsfeeds, UX Leadership, Responsive UX Design, Zeplin, User Interface (UI)
Product UI/UX Designer
2020 - 2020
Otoro
- Led the discovery and definition of an eCommerce and content platform for pet lovers.
- Delivered personas, site architecture, and user journeys for customer segments.
- Delivered wireframes for key templates and initial design concepts.
Technologies: Sketch, User Experience (UX), Product Design, User Journeys, Web UX
CX/UX Lead (Contract)
2019 - 2019
Matter Of Form
- Worked in London and New York on the customer experience for Lindblad Expeditions-National Geographic, bringing adventurers to the planet's most interesting places by expedition ship.
- Conducted in-depth interviews, identified key interactions and pain points, developed new customer journeys, and implemented a complete site redesign to increase business efficiency and prospect conversion.
- Developed the strategy for the customer experience before leading the UX team through the site design and build.
Technologies: OmniGraffle, InVision, Sketch, Figma, User Experience (UX), Experience Maps, User Research, User Journeys, Usability, Customer Experience, Responsive Web Design (RWD), Web Design, Process Flows, Mobile UX, Web UX, UX Leadership, Service Blueprints, Responsive UX Design, Zeplin
Senior CX Consultant (Contract)
2018 - 2019
GTB (via VMLY&R)
- Enhanced the customer experience for FordPass, the company's connected car app.
- Utilized journey data from the vehicle and mobile phones.
- Added value and engagement to drivers, delivering a comprehensive journey history and driving insights.
Technologies: OmniGraffle, InVision, Sketch, User Experience (UX), Experience Maps, Product Design, User Journeys, Usability, Customer Experience, Process Flows, Mobile UX, User Interface (UI)
Experience Lead (Contract)
2018 - 2018
VMLY&R
- Redesigned the website for Vype—an eCommerce site for e-cigarettes, vaping, and e-liquids—a brand acquired by British American Tobacco.
- Completed the heuristic analysis and website assessment to benchmark the new site against industry standards.
- Delivered a best-in-class product and eCommerce experience.
Technologies: OmniGraffle, InVision, Sketch, Design Leadership, User Experience (UX), Customer Experience, Responsive Web Design (RWD), Web Design, Mobile UX, eCommerce, Web UX, Responsive UX Design
UX Director (Contract)
2017 - 2018
Huge
- Worked with Wizarding World Digital—a new company formed from Pottermore and Warner Bros.—to deliver the official Wizarding World app connecting every part of J.K. Rowling's Wizarding World, from films and books to games and theme parks.
- Served as the UX lead and directed all aspects of the experience.
- Defined the proposition, business, and interactive model.
- Led the experience design team through the foundation and design phases to bring the product to life.
- Contributed as part of the team that helped reinvent Esprit's digital experience in a wider brand transformation project, building on their heritage as one of the defining brands of the 80s and 90s.
- Authored experience principles, working closely with the client and design team to implement the new brand across all digital touchpoints.
Technologies: OmniGraffle, InVision, Sketch, Design Leadership, User Experience (UX), UX Strategy, Experience Maps, Product Design, User Research, User Journeys, Usability, Customer Experience, Mobile UX, eCommerce, Web UX, UI Design, Onboarding, UX Leadership, Responsive UX Design, User Interface (UI)
Experience Lead (Contract)
2017 - 2017
POSSIBLE
- Delivered a restructured website for Canon Business that increases customer and prospect interaction from the product journey and the move towards consultancy solutions.
- Conducted research and interviews with the Canon sales teams.
- Redesigned the solution pages with a narrative based upon their approach to fully understand the customer's complex needs and goals, deliver the right information at the correct level, and encourage the first important contact with Canon.
- Solved the site's problem of having an extensive product hierarchy that followed business categorization rather than user needs.
Technologies: OmniGraffle, InVision, Sketch, Design Leadership, User Experience (UX), UX Strategy, Experience Maps, User Research, User Journeys, Usability, Customer Experience, Responsive Web Design (RWD), Web Design, Process Flows, Mobile UX, Web UX, UX Leadership, Responsive UX Design
Experience Lead (Contract)
2016 - 2017
Publicis Sapient
- Led the visual design, experience, and content strategy teams through a global program and technology platform for Michelin.
- Delivered hundreds of sites across 170 countries. The platform enables local teams to author content for their markets with centralized brand controls.
- Set up and staffed collaborative offices in Lyon to work alongside teams in Atlanta, Chicago, and Bangalore.
Technologies: OmniGraffle, InVision, Sketch, Design Leadership, User Experience (UX), UX Strategy, Experience Maps, Product Design, Usability, Customer Experience, Responsive Web Design (RWD), Web Design, Mobile UX, eCommerce, Web UX, UX Leadership, Responsive UX Design
Experience Director (Contract)
2016 - 2016
R/GA
- Worked with Pozitif, Turkey's leading entertainment company, to better engage audiences through integrated service design for venues, festivals, and cultural events.
- Staged prototype testing at live events in venues across Istanbul, taking propositions to market for Pozitif.
- Launched Siemens' employee branding: The Future Program, which included a virtual reality 360º video campaign and app.
Technologies: OmniGraffle, InVision, Sketch, Design Leadership, User Experience (UX), Product Design, User Research, User Journeys, Usability, Customer Experience, Responsive Web Design (RWD), Web Design, Mobile UX, eCommerce, Web UX, Service Blueprints, Responsive UX Design
Experience Director (Contract)
2015 - 2016
VMLY&R
- Created the Bentley Inspirator, an immersive brand and lifestyle app that personalizes the commissioning user journey, delivering a unique car configuration through emotion recognition technology.
- Redesigned Bentley's online configurator, enabling a rich, non-linear journey delivering over 18 million possible combinations.
- Developed the CRM strategy for the International Olympic Committee's digital-first, multi-platform global media channel.
- Designed a sales management app to introduce the new Bugatti, allowing customers to personalize and customize their purchases.
- Mapped user journeys for Xbox customer personalization, campaign promotions, and console migration.
Technologies: Adobe InDesign, Adobe Illustrator, OmniGraffle, InVision, Sketch, User Experience (UX), User Journeys, Usability, Customer Experience, Web Design, Mobile UX
Experience Design Director (Contract)
2014 - 2015
R/GA
- Created a cross-platform app for McDonald's on mobile, tablet, and web—encouraging purposeful play between parents and their children.
- Designed a smart, connected toothbrush for Unilever.
- Conceived an integrated app that analyzes, tracks, and coaches performance. The product gives feedback and messaging in real-time on the device.
- Crafted a responsive global platform design structured by user needs for the world's no.1 antiperspirant brand—Sure, Rexona, Degree, and Shield—enabling markets to manage local product range and regional campaigns.
- Devised a responsive site design for the Share a Coke campaign built around community, encouraging social participation.
Technologies: Adobe InDesign, Adobe Illustrator, OmniGraffle, InVision, Sketch, Design Leadership, User Experience (UX), Experience Maps, User Research, User Journeys, Usability, Customer Experience, Responsive Web Design (RWD), Web Design, Mobile UX, Web UX, UX Leadership, Responsive UX Design
Experience Lead | Creative Director (Contract)
2013 - 2013
Ogilvy
- Established Unilever's digital presence and mission to make sustainable living commonplace for every generation.
- Defined a worldwide platform to inspire long-term engagement and boost brand-level projects across local markets.
- Created shareable campaigns that amplify the message, affect behavioral change, and turn consumer action into a global movement.
Technologies: Adobe InDesign, Adobe Illustrator, OmniGraffle, User Experience (UX), UX Strategy, Experience Maps, Customer Experience, Web Design, Web UX, UI Design, UX Leadership
UX Lead
2013 - 2013
MOO
- Created the user experience and interaction design of an online application and brand management SaaS tool.
- Enabled users to create responsive communications for print, mobile, and the web.
- Developed a mobile app to allow users to design business card products on their smartphones.
Technologies: Adobe InDesign, Adobe Illustrator, OmniGraffle, User Experience (UX), UX Strategy, Experience Maps, Product Design, User Research, User Journeys, Usability, Customer Experience, Web Design, Process Flows, Web UX, UI Design, Platform Design, UX Leadership
Experience Lead (Contract)
2011 - 2012
Wolff Olins
- Worked hand-in-hand with Wolff Olins to add digital expertise to their brand strategy and design offering.
- Contributed to some of their biggest and most confidential projects to date and brought digital perspective and inspiration to integrated brand experiences.
- Collaborated with senior strategists and clients at the CEO level, translating business and service goals into guiding principles and engaging design teams to deliver next-generation products to market.
- Developed the brand and digital governance for the UK's largest communications company, EE.
- Reenvisaged Expedia's product and brand experience for the future travel market.
- Engaged as part of an innovations team developing American Express's mobile products and online channels.
- Involved volunteers and those affected by cancer through social platforms for Macmillan.
- Created Cartesius Advisory Network's service infrastructure and mobile platform for a financial network.
Technologies: Adobe InDesign, Adobe Illustrator, OmniGraffle, UX Branding, Design Leadership, User Experience (UX), UX Strategy, Product Design, Usability, Customer Experience, Telecommunications, Web Design, Web UX, UI Design, Platform Design, UX Leadership, Travel
Experience Lead (Contract)
2010 - 2011
GREY London | GREY Munich
- Advised Allianz on how their brand should present itself in the online world after a recent global rebranding.
- Developed and authored guidelines to instruct more than 70 countries on how to implement the brand in the digital space, from mobile icons to airport posters.
- Ensured a consistent user experience for over 60 million customers.
Technologies: Adobe InDesign, Adobe Illustrator, OmniGraffle, UX Branding, User Experience (UX), UX Strategy, Product Design, Usability, Customer Experience, Web Design, Web UX, UI Design
Experience Lead (Contract)
2010 - 2010
Stink Digital | Tribal DDB Amsterdam
- Defined the user experience for the launch of Gucci's new fragrance, Gucci Guilty.
- Oversaw the campaign, which featured a seamless interactive web film the user navigates, engaging with various environments to access deeper content.
- Led the art direction and user experience of the immersive website and accompanying campaign materials.
Technologies: Adobe InDesign, OmniGraffle, User Experience (UX), Product Design, User Journeys, Customer Experience, Web Design, Web UX, UI Design
Experience Lead (Contract)
2009 - 2010
Kindred
- Redesigned the LA Fitness website by providing a clarified information architecture and proposition.
- Designed the site for the Titanic Foundation based around the physical museum space.
- Designed the website for Tribal Agency healthcare offering.
Technologies: Adobe Photoshop, Adobe InDesign, User Experience (UX), Product Design, Web Design, UI Design
Experience Lead (Contract)
2009 - 2009
Exposure
- Developed augmented reality apps for Wrigley's five gum that enabled interactive experiences to be delivered via the gum packaging.
- Created the social campaign for Bacardi featuring in-bar interactive screens and live challenges driven through social media.
- Oversaw the branding and advertising for Virgin Trains aimed at the over 60s traveler.
Technologies: Adobe Photoshop, Adobe InDesign, User Experience (UX), Product Design, Web Design, UI Design
Product Design Lead
2008 - 2008
Bank of England
- Worked with the Bank of England as their first external UX design consultant on several projects, from software to internal systems, advising them on user experience and helping achieve better usability throughout the organization.
- Authored strategy reports, documenting audiences and vision, user experience, approaches, design scope, and information architecture.
- Conducted focus groups and user and stakeholder interviews to assess current software and internal practices.
- Created user flows, storyboards, and wireframes, outlining the user experience before proceeding into design conceptualization, development, and then authoring implementation guidelines.
Technologies: Adobe Photoshop, Adobe InDesign, OmniGraffle, Design Guidelines, Focus Groups, User Research, Information Architecture (IA), UI Design, UX Design, Storyboarding, UX Strategy, User Flows, User Interviews, Wireframing, Product Design
Creative Director
2005 - 2007
Barracuda (now DraftFCB London)
- Served as the creative director for the UK's fastest-growing digital agency (Marketing 2007), helping grow the agency from a staff of eight to over 50.
- Established the creative department and its design standards, working practices, and vision.
- Supervised and directed the design team in all aspects of creative workflow, driving original concepts into finished solutions with measurable results.
- Created site designs for BAA, EA Sports, Hamleys, Krispy Kreme, Ministry of Sound, Nectar, Pizza Hut, Sportingbet, and so on.
- Directed interactive advertising campaigns for TGI Fridays and Lovefilm.
Technologies: Adobe Illustrator, Adobe Photoshop, Adobe InDesign, Design Leadership, User Experience (UX), UX Strategy, Product Design, Customer Experience, Web Design, eCommerce, UI Design
Art Director (Contract)
2003 - 2004
XYi
- Worked for clients in the film and entertainment industry.
- Created websites and online campaigns for many Hollywood films.
- Developed XYi's database software into a complete online solution to manage digital resources for the film and music industry.
Technologies: Adobe Illustrator, Flash, Adobe Photoshop, Product Design, Web Design, UI Design
Creative Director (Contract)
2003 - 2003
Universal
- Developed Universal's eCommerce brand "Channel," which distributed CDs, DVDs, and games online while working in London and Paris.
- Designed the eCommerce platform and checkout process.
- Oversaw the implementation of the brand across all digital media, ensuring a consistent brand and user experience.
Technologies: Flash, Adobe Illustrator, Adobe Photoshop, Adobe InDesign, Product Design, Web Design, UI Design
Design Director
2000 - 2003
HHM (now Crayon)
- Led the creative team through various projects, including developing Ladbrokes into a global e-gaming portal in 13 languages across 160 countries.
- Managed the digital brand, including authoring and implementing brand guidelines.
- Created bespoke sites and localization for Asian markets.
Technologies: Flash, Adobe Illustrator, Adobe Photoshop, Adobe InDesign, Design Leadership, User Experience (UX), Product Design, Web Design, Web UX, UI Design
Creative Director
2000 - 2000
AXCESS.COM
- Served as the creative director for a pioneering design and e-solutions agency, leading a team of designers and developers through all stages of new media production, from initial brief to finished project.
- Designed the One2One/T-Mobile website, including a pioneering chatbot digital assistant.
- Worked with Insure and Go to bring their proposition to market and design their first eCommerce website.
Technologies: Flash, Adobe Illustrator, Adobe Photoshop, Adobe InDesign, Design Leadership, User Experience (UX), UX Strategy, Product Design, Web Design, UI Design
Creative Head
1997 - 1999
Communiqué 360º
- Headed up the new media department of a through-the-line agency.
- Produced internet communications, cross-platform CD ROMs, touchscreen kiosks, and smart card technologies.
- Worked with a range of clients, including Boots, Girobank, Hoverspeed, Kuoni, London Zoo, Manpower, Mencap, Motorola, National Car Rental, Schlumberger, UNUM, USF, Wilkinson Sword, and The Woolwich.
Technologies: Flash, Adobe Illustrator, Adobe Photoshop, Adobe InDesign, Design Leadership, User Experience (UX), Product Design, Web Design, UI Design
Senior Designer
1996 - 1997
The Wire Station
- Oversaw and single-handedly led a team of designers.
- Created and produced cross-platform CD ROMs, sales team presentations, and internet sites.
- Worked with a range of clients, including Atlantic 252, Benckiser, BT Aeronautical, Kodak, The Labour Party, Miller Freeman, Mitsubishi, Pepsico, Radio Advertising Bureau, Robert Walters PLC, Walkers, and XFM.
Technologies: Director, Flash, Adobe Illustrator, Adobe Photoshop, Adobe InDesign, Design Leadership, User Experience (UX), Product Design, Web Design, UI Design
Designer
1992 - 1995
Worthington & Company (now Euro RSCG)
- Worked on a diverse range of accounts in areas such as corporate literature, packaging, fashion, POS, retail, and interiors, from initial briefs through to final artwork.
- Helped create the multimedia division as its first designer.
- Designed and produced CD ROMs, sales presentations, and conference media, helping to establish working practices for multimedia.
- Worked with a range of clients, including Apple, BT Cabling, British American Tobacco, GoMark Software, Milliken Carpet, Nick Heptonstall Associates, and Software Dispatch.
Technologies: Director, Adobe Illustrator, Adobe Photoshop, Adobe InDesign, Product Design
Education
1987 - 1991
Higher National Certificate (HNC) and Ordinary National Diploma (OND) in Graphic Design, Computer Arts
Brunel College of Arts & Technology - Bristol, UK
Certifications
JANUARY 1991 - PRESENT
CSD Licentiate Member of the Chartered Society of Designers
Chartered Society of Designers
JANUARY 1991 - PRESENT
LSTD Licentiate Member of the Society of Typographic Designers
Society of Typographic Designers
Skills
Tools
OmniGraffle, Sketch, InVision, Adobe InDesign, Logic Pro, Adobe Illustrator, Adobe Photoshop, Flash, Miro, InDesign CC, Illustrator CC, Zeplin, AI Tools, Figma Plugins
Platforms
MacOS, Figma, Director
Industry Expertise
Healthcare, Entertainment & Leisure, Film & Television, Automotive, Fashion, Travel & Leisure, Telecommunications
Other
Connected Device Design, App UX, Interaction Design (IxD), Device Interaction, Ecosystem Design, Wireframing, Connected Objects, Internet of Things (IoT), Innovation, Onboarding, Newsfeeds, Science Fiction & Fantasy, UX Leadership, Process Flows, Mobile UX, Configurator, eCommerce, Responsive UX Design, Competitor Analysis & Profiling, Web UX, Sketching, Gaming Platforms, Customer Journey, Digital Ecosystem Mapping, FMCG, Kids & Families, Personas, User Stories, Travel, Booking UX, Cruise Industry, UX Sketching, UX Branding, Guidelines, UI Design, Annotated Wireframes, Platform Design, Responsive Design, App UI, User Personas, User Journey Maps, Agile, Responsive Web Design (RWD), User Interface (UI), Web Design, User Experience (UX), UX Strategy, Information Architecture (IA), UX Design, User Journeys, Experience Maps, Storyboarding, Sitemaps, Usability, Customer Experience, User Interviews, Design Leadership, Product Design, Cosmetics, Beauty Products, Prototyping, Service Blueprints, Staging, Business Transformation, Data Science, SEO Content, User Testing, User Research, Service Design, Civil Design, Design Systems, Artificial Intelligence (AI), Generative Artificial Intelligence (GenAI), Augmented Reality (AR), UX Wireframes, Design Guidelines, Focus Groups, User Flows, Voice, Design
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