Breeze Design Systems 2026
Imperial Brands
Multi-brand whitelabel systems and platforms for next-generation smoking products
designer
Product designer specialising in UX strategy, design systems and customer-centred product direction.
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Front-end minded design leader who prototypes, builds and partners closely with engineering teams.
20+ years of creative arts, brand design and web technology
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I build teams that make
complex things feel simple.
10 years leading UX across SaaS, ecommerce, and digital products - from pixels to strategy, from solo contributor to team builder.
During my current endeavor, I have built our Digital R&D from the ground up. Taking a team of two ad-hoc designers into a full-blown in-house design agency with 3 Product Designers, 3 UX Researchers, 1 Systems Design Lead and 3 Front-end engineers.
My team, located in Amsterdam, worked hand in hand with two large external digital partners located in London, Publicis Sapient and Live & Breathe. Together, we defined, shaped, tested, delivered and measured the experiences for blu.com and pulze.com under Imperial Brands PLC.
The organisation was lacking in tools and processes to make design efficient, consistent and robust. Negotiating the contracts, working with leadership and stakeholders across departments, and putting in place the requests and governance models. I brought UserTesting.com, Figma, and Hotjar to Imperial to evolve their old legacy design workflows and systems, drastically improving file structure and visibility and injecting human-centric consumer culture to the core of the business' digital pathways and channels.
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A few curated collaborations across product and platform.
A snapshot of organisations and programmes where my design leadership shaped outcomes end to end.
Click on a card to learn more.
Loyalty Program
Imperial Brands
Consumer loyalty scheme with points and rewards for purchases on blu.com
Digital Retailing
Auto Trader UK
Online digital purchase journey for automotive retailers on autotrader.co.uk
Hospitality App
Ser.vi
Consumer restaurant menu self-service to in-kitchen printing for staff
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What colleagues say about working together.
Erin Weigel
Strategic Advisor, ABsmartly & ConversieKracht • 📚 Author of “Design for Impact: Your Guide to Designing Effective Product Experiments”
I've had the pleasure of working with Jonathan at Booking.com. I was leading the teams responsible for our design system and product accessibility when our paths crossed.
Jonathan is a designer who's gifted with seeing the bigger picture experience of the products he designs. He's also very user-centered and advocates for making products inclusive for all users.
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He understands the importance of predictability in making products usable as well as fostering trust in a product through consistency and coherence. Jonathan also is a kind of organizational glue.
He fosters broad networks to help connect the right people to ensure products don't suffer from the gaps that can get caused by ineffective communication. Not only is he impactful in his work, but he's also friendly, approachable, and collaborative.
Brent Starling
Service Design Lead / Mentor & People Developer | (NN/g Certified : UX Manager), Next Gen Engineering at Accenture UK & Ireland
Jonathan and I had the privilege of working together within the Taxi arm of the Ground Transport division.
During these fantastic times, he exhibited a similar hunger as i do to drive knowledge and understanding from all stakeholders.
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He built long-lasting bridges with our counterparts within the wider business in Amsterdam allowing us to move quickly and drive great success in the fruits of our labours.
He was a rock when needed and was able to provide insightful recommendations to problems posed or just an outlet to enable us to focus our attention on work problems, colleague challenges, peer relationships, or just how to steer managers and Product Owners.
The greatest shame was when we had to go our separate ways when we both moved onto new challenges within the business but we certainly keep in touch and I love to hear the progress he is making as a specialist in his field.
Jiri Jerabek
Product Design Director
Jon is the very rare breed of interaction designer who has the ability to dive straight into details, and at the same time keep high altitude of strategic thinking. I used to work with Jon during his time at Intuit. We held similar roles, we both led product design in our respective countries, Jon in France and I in the UK.
This allowed us to collaborate on a few critical projects-one related to the UK's Making Tax Digital, and the other being the GDPR.
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I witnessed Jon to contribute or lead with deep passion, digging into the problem space to really understand the root of customers' needs and problems. His mastery of design craft, together with the years of experience allowed him to untangle complex problems and deliver strong solutions.
As a designer, Jon is truly user-centric. He has in-depth understanding of psychology that drives people's behaviour, and is well versed in methods of evaluating concepts and designs. But what's more, Jon has a a lot of passion and a great sense of humour, which makes him an awesome person to work with.
I can't recommend Jon more. I hope that I'll have the chance to work with him again in the future!
Available for product design leadership and advisory work.
Based in Manchester, United Kingdom. Reach out about product design leadership via email and I’ll respond as soon as I can.