I make complicated products feel simple.
Nine years designing the systems behind how people buy — luxury retail, marketplaces, and the enterprise tools that keep them running. Currently at Phillips, leading design across Business Tooling and Client-Facing products. Previously Harvey Nichols, THE OUTNET and RealifeTech.
Available for new work
Brands worked with
- Harvey Nichols
- Phillips
- THE OUTNET — YOOX Net-A-Porter
- RealifeTech
- Kantar Retail
01 — Selected work
Six projects where the domain was genuinely hard and someone still had to use it.
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01
Fenty Beauty
A Shade Finder for 40 foundation shades, built to survive a launch aimed at 100 million fans. £1M+ in week one and zero minutes of downtime while competitors went dark.
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02
iOS Refresh
Rebuilt navigation, discovery and shopping flows around two customer segments. 89 usability issues triaged; filter use up 67% and sort use up 104% in Firebase testing.
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03
Campaign Automation
Powerful segmentation nobody could use. Progressive disclosure turned a technical tool into a self-serve one — and turned a data platform into a revenue engine that won the Phoenix Suns.
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04 Bridging the eCommerce World Unified Dropshop, PhillipsX and Perpetual from three fragmented legacy systems onto one Shopify architecture — and removed the developer dependency from every content update.
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05 Saleroom Ecosystem Replaced a legacy third-party auction platform with four tools designed as one ecosystem — the client saleroom, Clerk Console, Auctioneer TV and Auctioneer Tablet, built so both sides of a live sale stay in step.
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06 Knowing Your Client Turned KYC and AML from a manual burden spread across four systems into one platform, organised around a single idea: Client Operational Readiness.
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07 Priority Bidding Coming soon Taking priority bidding out of a writable PDF and onto the sale page, so clients can review, select and lock in their priorities without staff — aiming for higher bid conversion and fewer costly manual errors.
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08 Phillips Business Platform Coming soon Building a new home for Phillips’ business operations, starting with Auction Operations — bringing disconnected systems and workflows together to cut manual work and give teams better visibility and control.
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09 User & Role Management Coming soon Bringing user and role management for Phillips’ internal tools into one place, so teams can grant access and permissions by role without relying on developers — more secure, more accountable, and built to scale.
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10 Seldon Design System Coming soon Phillips’ design system, Foundations: shared styles, patterns and components that keep every platform consistent and design and development in step.
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11 Payment and Invoicing Coming soon One payment and invoicing flow for clients and the teams who serve them — clearer for buyers settling what they owe, simpler for staff billing and reconciling it.
From the work
02 — Side projects
Things I build for myself — to test an idea, learn something new, or make a tool I actually want to use.
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01 Stryde Coming soon A brand for running and cycling, built around endurance — the long, steady work of going further rather than faster.
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02 Placement Coming soon A recruiting marketplace built for construction. Firms post a role, specialist AEC recruiters compete to fill it, and nobody pays until someone is hired.
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03 TV Dashboard Coming soon A personal dashboard for the living-room TV — the things I would otherwise reach for my phone to check, brought together on one screen and laid out to be read at a glance from across the room.
03 — How I work
Four things I hold to, whatever the brief turns out to be.
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01
Product Growth & Product-Led Growth
Strategy + Execution
I design for the metric, not just the screen — audience strategy, payment types, campaign mechanics. When growth stalls it is usually the infrastructure rather than the talent, and that is a design problem too.
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02
Workshop Facilitation
Discovery + Alignment
I run structured workshops that turn ambiguous briefs into clear, shared problem statements. From stakeholder alignment sessions to design sprints, I create the conditions for better decisions — earlier in the process, when they’re cheapest to make.
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03
Building Products
End-to-end delivery
I work across the full product design lifecycle — from research and ideation through to detailed specs and engineering handoff. AI tooling has made a working prototype nearly free, so I would rather build the thing while everyone is still in the meeting than describe it and book another one.
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04
Scaling Design Systems
Systems thinking
I build and scale design systems that give teams the freedom to move fast without losing consistency. From component libraries to documentation frameworks, I create the shared language that lets design and engineering work as one — not in parallel silos.
04 — Experience
Nine years, one throughline: commerce that has to work at scale.
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2022 — Present
Phillips
Senior Product Designer
Leading product design across three eCommerce platforms (Dropshop, PhillipsX, Perpetual), the Saleroom ecosystem and a KYC compliance platform. Driving a three-year digital transformation on Shopify.
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2021 — 2022
RealifeTech
Mid/Senior Product Designer
Designed Campaign Automation for enterprise venues in sport and entertainment, including the Phoenix Suns. B2B SaaS from research through to shipped product.
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2019 — 2021
THE OUTNET — YOOX Net-A-Porter
Mid Product Designer
Led the iOS Refresh from a UX audit of 89 issues to a shipped redesign, delivering +67% filter usage and +104% sort usage through Firebase A/B testing.
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2017 — 2019
Harvey Nichols
Junior UX Designer
Fenty Beauty launch (£1M+ week one, zero downtime), PDP redesign (+34% add-to-bag, +27% mobile conversion), PWA and checkout redesign, plus the in-house user testing programme.
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Before 2017
Fandango Digital · Website Success · KAM Insights · Kantar Retail
Web Designer · UX Consultant · Multimedia Designer
Infographics, web design and UX consultancy across agency and research settings.
05 — References
What it is like on the other side of the work.
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Jason is a breath of fresh air that brings great ideas, pragmatism and fun to the table.
Jack Horton
Delivery Manager, Virgin Media O2
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Jason was extremely easy to work with — he transformed the look and feel of our Product Details Pages.
Conor McGann
CSS Shopping Ads Consultant, PerfX at Google
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Jason is a very hard working UX Designer who puts customers at the heart of his work.
Chris Bayley
Head of Digital Solutions, Lewisham Council
06 — Contact
Let’s build something worth using.
Looking for a Senior Product Designer, or want to talk through a problem that will not sit still? Either is a good reason to write.
hello@jasoncastaneda.co.uk- Based
- London, United Kingdom
- Availability
- London-based · Remote-friendly · Contract & permanent
- Local time
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Currently listening