I’m Ismael, a ¹ based in ². Previously at Amazon and Deloitte Digital. Currently leading design, brand and build at ³.

111 years of experience creating accessible, scalable products backed by data and driven by real user needs. I work across product strategy, research, interaction design and prototyping, with a focus on turning ideas into shipped products.

2London, UK. Available for remote and hybrid.

3Taking Revae from zero to launch across brand, product design and front-end. Also Founding Head of Design at Housebets. Previously, Senior Product Designer at Amazon and Senior Product Designer at Deloitte Digital. CV.pdf

Amazon Autos

[01]

Bringing car buying to Amazon for the first time. Reimagining the experience with transparency, simplicity, and customer obsession.

I was the Lead Designer on Amazon Autos, helping bring the car-buying experience to Amazon customers. As one of the first designers as part of a 0 → 1 initiative, I focused on crafting a seamless, transparent, and customer-first journey—simplifying the traditionally complex car-buying process into a single, easy-to-use platform where customers can complete their vehicle purchases entirely online.

I led the design of the lower funnel experience, including saved cars (cart), checkout, and post-purchase, and drove accessibility initiatives across the entire experience to ensure an inclusive and user-friendly journey.

200%Achieved twice the first-month sales target.
79.8Net promoter score — 34% above target.
12 minsAverage time to complete checkout.

Revae

[02]

Brand identity and launch site for Revae Beauty, a premium commerce platform for luxury beauty that rescues discarded inventory and reintroduces it through a curated, elevated shopping experience.

Premium beauty products deserve more than a single chance. REVAE rescues discarded inventory and reintroduces it through a curated, elevated shopping experience.

The Amazon Barclaycard

[03]

Transforming Amazon’s flagship UK credit card—simplifying sign-up, elevating design, and unifying the Amazon and Barclays experience.

I led the design for the relaunch of Amazon’s co-branded credit card, driving efforts to acquire new cardholders while seamlessly transitioning existing ones. My role encompassed leading research, UX and visual design, and delivery—ensuring a straightforward and consistent experience across both Amazon and our partner bank’s, Barclays, platforms.

A key aspect of my work was introducing a step-by-step, one-thing-per-page application format to Amazon, significantly reducing errors and improving completion rates. I was also responsible for graphic design and branding efforts, designing the physical card and leading the naming process while collaborating closely with brand leaders across both Amazon and Barclays.

8.3%Increase in application form completion.
11.7%Reduction in time to submit application.
34%Reduction in application form errors.

Housebets

[04]

Building the design function from scratch, introducing AI-assisted design and development workflows to rebuild the entire platform and design system.

I joined Housebets when there was no established design function and took ownership of the end-to-end product experience across desktop and mobile. I started with a design audit across every surface, turning the findings into a shared library supporting twenty languages.

I also build what I design, taking work from Figma through to a merged pull request using an AI-assisted design-to-code workflow. This allowed me to move from concept to production much faster, while keeping the design and implementation closely connected.

Alongside the product rebuild, I established the design function itself, introducing new workflows and project tracking, creating hiring and onboarding frameworks, and building the design team from scratch.

42,031Registrations in the on-chain bonus launch month, up from ~300 the month before.
75.9%Signup completion in launch week, against a 20–28% baseline.
205Pull requests designed, built and merged.

NHS Test & Trace

[05]

Designing a scalable digital solution to transform COVID-19 testing and streamline workflows across the UK.

As the Lead Designer on the NHS National Testing Programme, I helped create a suite of iOS apps to scale COVID-19 testing across the UK. The solution replaced inefficient paper-based workflows, enabling test sites to onboard rapidly and improve accountability. We collaborated closely with Apple designers and engineers to ensure the apps met consumer-grade expectations—delivering enterprise tools that were intuitive, accessible, and easy to use.

A core component of my work was leading the design of Dispatch, an app that tracked test kits from test sites to labs, ensuring accuracy and enabling labs to prepare for incoming volumes. By combining user research, usability testing, and iterative design, we delivered a robust and scalable solution that played a pivotal role in the UK's pandemic response.

9xIncrease in testing capacity.
74%Next-day results rate, up from 14%.
160mTests processed through our apps.

Thoughtful words from colleagues

Taken from my LinkedIn recommendations

“Ismael is a highly talented, driven, and influential senior designer. I have had the great luck of watching Ismael take ownership and deliver results on a number of large and complex projects. Ismael’s customer obsession is a recurring feature of his passion for insisting on delivering the best possible experiences. This is demonstrable in his ability to deliver detailed and comprehensive mixed methods research when needed. Ismael is a high performing addition to any team, and he will always be welcome in mine in the future.”

Jamie Acutt

Design Manager, Amazon Payments

“Ismael is an exceptional designer who can take ambiguous asks and consistently deliver novel solutions at Amazon scale. His ability to generate and communicate diverse design concepts, while maintaining a commitment to quality, has been instrumental in advancing the Amazon Autos product vision. He navigates complex, ambiguous problem spaces with calm and confidence that balance business requirements and technical constraints. He's passionate about accessibility and inclusive design, and has elevated our team's output and improved the product's usability for all customers.”

John Percival

Design Manager, Amazon Autos

“Ismael is a standout design talent. He has a deep understanding of foundational design principles, and consistently applies these in innovative and creative ways. He's an excellent communicator and collaborator and is always a pleasure to work with, lending his expertise to support ambitious goals and deliver delightful experiences.”

Michelle Hinds

Head of Credit Cards, Amazon Payments

“I had the pleasure of working with Ismael for over a year while we built the purchase experience for Amazon Autos—and simply put, he’s one of the best UX designers I’ve worked with. Ismael brings a rare blend of deep UX craft, product empathy, and technical pragmatism. He doesn’t just design beautiful experiences—he designs solutions that work across real-world constraints and align with the broader goals of the business.”

Caleb Dunn

Sr. Product Manager, Amazon Autos

I’m Ismael, a %+&/=#*?@ $/?1+*= <>=?@#011 based in #?/&@=2. Previously at Amazon and Deloitte Digital. Currently leading design, brand and build at $/?1+3.