I'm a product designer with 10 years of experience creating accessible, scalable products backed by data and driven by real user needs. I work end-to-end—from research and prototyping to polished UI—collaborating across product, tech, and research to ship work that's both thoughtful and measurable.
Outside of work, I refresh my creativity by baking (2x DD Bake Off champion), making pottery, and getting outdoors—whether it’s snowboarding, cycling, or climbing.
I'm a product designer with 10 years of experience creating accessible, scalable products backed by data and driven by real user needs. I work end-to-end—from research and prototyping to polished UI—collaborating across product, tech, and research to ship work that's both thoughtful and measurable.
Outside of work, I refresh my creativity by baking (2x DD Bake Off champion), making pottery, and getting outdoors—whether it’s snowboarding, cycling, or climbing.
Contact details
Phone
UK: +44 771 78 71796
Professional experience
Housebets · Aug 2025 – Present
Founding Head of Design · Aug 2025 – Present
Joined Housebets, a crypto casino and sportsbook, as the founding designer to build the design function and lead the rebuild of the entire customer-facing platform across desktop and mobile.
Led the design and delivery of the product rebuild from audit through to production, including:
Design System – Audited the product surface by surface and rebuilt the core design system, creating a scalable component library supporting the entire platform across 20 languages.
Product Rebuild – Led the redesign of the entire customer-facing experience across sports, casino, accounts, rewards, onboarding, and core acquisition journeys.
On-chain Launch – Designed and shipped the experience for the launch of the on-chain bonus, driving 42,031 registrations in the first month, up from roughly 300 the month before.
Acquisition – Designed the signup and onboarding experience, achieving 75.9% completion during launch week against a 20–28% baseline.
Design & Development – Introduced an AI-assisted design-to-code workflow, taking work from Figma through to merged pull requests. Personally designed, built, and merged 205 pull requests.
Design Function – Established the design function from scratch, introducing new workflows, hiring and onboarding frameworks, and building the design team.
Currently leading the continued evolution of the product, design system, and design-to-development workflow while building out the design team and practice.
Amazon · Apr 2021 – Present
Senior UX Designer · Amazon Autos · Jan 2023 – Present
Moved to NY to join Amazon Autos, a 0 → 1 initiative to reimagine car sales on Amazon. One of the first designers on the team, I led the design for several core workstreams—from initial concept to launch.
Designed, tested, and delivered end-to-end experiences, including:
Checkout – Adapting Amazon’s data-driven approach to the car-buying journey.
Trade-in Valuation – Allowing customers to trade in their existing vehicles.
Pricing Patterns – Providing transparent, upfront pricing across the experience.
Pickup Scheduling – Enabling customers to select convenient pickup times and methods.
Helped scale the team from 3 to 18 designers. Led hiring interviews, onboarded new designers, and provided mentorship.
Currently leading a junior designer supporting my workstream.
Contributed to design operations and strategy, writing guides on running an effective design team.
Became an Accessibility Bar Raiser (ABR) after a year-long certification program. Now responsible for reviewing designs across teams to meet Amazon’s accessibility standards.
Senior UX Designer · Amazon Payments · Apr 2021 – Jan 2023
Led the design for Amazon’s UK Rewards Credit Card, owning research, UX, and visual design.
Designed the entire E2E customer journey, from acquisition and application to card management.
Partnered with agencies to develop the credit card’s name and brand identity, and personally designed the physical card.
Successfully launched the credit card while also leading design for Amazon’s installments program and Money Store.
Deloitte Digital · Sep 2015 – Apr 2021
Senior Product Designer · Apple + Deloitte · Sept 2019 – Apr 2021
Designed the NHS’s National Covid Testing apps, from ideation at the start of the pandemic to now, being responsible for the design of several iOS apps.
Working on our partnership with Apple, I have led the design of iOS apps that aim to bring consumer quality experiences to those at work.
Collaborating with Apple’s designers to find creative solutions to user needs, whilst ensuring designs adhered to their Human Interface Guidelines.
Led teams of junior designers during this time and worked with business analysts, engineers and product owners.
Product Designer · Sept 2015 – Sept 2019
Worked across the entire design lifecycle, focussing on user research
and interaction design.
Planned and analysed large scale surveys (6,000+ participants), panel research and diary studies.
Set up a designer coding club focussing on HTML and CSS.
Delivered UX training for both Deloitte employees and clients.
Deloitte · 2013
Technology Risk Intern (Jun 2013 – Aug 2013)
Summer internship scheme. I worked across data, controls and security.
Education
Shillington College · 2018
Design and Visual Communication
University of Sheffield · 2011 – 2015
MEng Mechanical Engineering · 1st Class
McGill University · 2013 – 2014
Engineering
Awards
BIMA · 2021
BIMA10 Winner · COVID-19 Testing Apps
Shillington · 2018
Shillington Design Scholarship
The University of Sheffield · 2015
Sheffield Graduate Award
The University of Sheffield· 2013
Alumni Scholarship
Tools
Figma · Sketch · Framer · Webflow · Flinto · InVision · Illustrator · Photoshop · InDesign · After Effects · Premiere Pro · Keynote · HTML · CSS · Google Analytics
Skills
Product design: Sketching · Wireframing · High-fidelity design · Prototyping · Motion · Accessibility · Style guides · Mobile · Copywriting
Visual design: Branding · Print · Editorial · Art direction · Infographics
Research and testing: Personas · Diary studies · Surveys · Site visits · Interviews · User journeys · Rapid prototyping · Test facilitation
Product thinking: Customer strategy · Feature prioritisation · Data analytics
About me
I'm a product designer focused on designing accessible, scalable experiences backed by data and driven by real user needs. I work end-to-end—from research and prototyping to polished UI—collaborating across product, tech, and research to ship work that’s both thoughtful and measurable.
Outside of work, I refresh my creativity by baking (2x DD Bake Off champion), making pottery, and getting outdoors—whether it’s snowboarding, cycling, or climbing.
Download CV
Contact details
Phone
UK: +44 771 78 71796
US: +1 929 888 6255
Professional experience
Senior UX Designer · Amazon Autos · Jan 2023 – Present
Moved to NY to join Amazon Autos, a 0 → 1 initiative to reimagine car sales on Amazon. One of the first designers on the team, I led the design for several core workstreams—from initial concept to launch.
Designed, tested, and delivered end-to-end experiences, including:
Checkout – Adapting Amazon’s data-driven approach to the car-buying journey.
Trade-in Valuation – Allowing customers to trade in their existing vehicles.
Pricing Patterns – Providing transparent, upfront pricing across the experience.
Pickup Scheduling – Enabling customers to select convenient pickup times and methods.
Helped scale the team from 3 to 18 designers. Led hiring interviews, onboarded new designers, and provided mentorship.
Currently leading a junior designer supporting my workstream.
Contributed to design operations and strategy, writing guides on running an effective design team.
Became an Accessibility Bar Raiser (ABR) after a year-long certification program. Now responsible for reviewing designs across teams to meet Amazon’s accessibility standards.
Senior UX Designer · Amazon Payments · Apr 2021 – Jan 2023
Led the design for Amazon’s UK Rewards Credit Card, owning research, UX, and visual design.
Designed the entire E2E customer journey, from acquisition and application to card management.
Partnered with agencies to develop the credit card’s name and brand identity, and personally designed the physical card.
Successfully launched the credit card while also leading design for Amazon’s installments program and Money Store.
DELOITTE DIGITAL · SEPT 2015 – APR 2021
Senior Product Designer · Apple + Deloitte · Sept 2019 – Present
Designed the NHS’s National Covid Testing apps, from ideation at the start of the pandemic to now, being responsible for the design of several iOS apps.
Working on our partnership with Apple, I have led the design of iOS apps that aim to bring consumer quality experiences to those at work.
Collaborating with Apple's designers to find creative solutions to user needs, whilst ensuring designs adhered to their Human Interface Guidelines.
Led teams of junior designers during this time and worked with business analysts, engineers and product owners.
Product Designer · Sept 2015 – Sept 2019
Worked across the entire design lifecycle, focussing on user research
and interaction design.
Planned and analysed large scale surveys (6,000+ participants), panel research and diary studies.
Set up a designer coding club focussing on HTML and CSS.
Delivered UX training for both Deloitte employees and clients.
DELOITTE · 2013
Technology Risk Intern (Jun 2013 – Aug 2013)
Summer internship scheme. I worked across data, controls and security.
Education
Shillington College · 2018
Design and Visual Communication
University of Sheffield · 2011 – 2015
MEng Mechanical Engineering · 1st Class
McGill University · 2013 – 2014
Engineering
Awards
BIMA · 2021
BIMA10 Winner · COVID-19 Testing Apps
Shillington · 2018
Shillington Design Scholarship
The University of Sheffield · 2015
Sheffield Graduate Award
The University of Sheffield· 2013
Alumni Scholarship
Tools
Figma · Sketch · Framer · Webflow · Flinto · InVision · Illustrator · Photoshop · InDesign · After Effects · Premiere Pro · Keynote · HTML · CSS · Google Analytics
Skills
Product design: Sketching · Wireframing · High-fidelity design · Prototyping · Motion · Accessibility · Style guides · Mobile · Copywriting
Visual design: Branding · Print · Editorial · Art direction · Infographics
Research and testing: Personas · Diary studies · Surveys · Site visits · Interviews · User journeys · Rapid prototyping · Test facilitation
Product thinking: Customer strategy · Feature prioritisation · Data analytics
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.
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.
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.
Head of Credit Cards, Amazon Payments
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.
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.
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.
Head of Credit Cards, Amazon Payments
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.
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.
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.
Ismael Bashagha – 2025 – Designing trusted, scalable products for millions of users.
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.
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.
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.
Ismael Bashagha – 2025 – Designing trusted, scalable products for millions of users.
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.
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.
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.
Head of Credit Cards, Amazon Payments