Hi, I’m Jo, a full-stack product designer. I think in systems, hold the craft and understand the build.
About
I’m a deep generalist with high empathy for users and a high bar for quality, comfortable with ambiguity and fluent in working with engineering.
How I work →With 17 years of experience as a full-stack product designer, across UX, UI, motion and content, I’ve built my craft in agencies, big tech and fintech. I studied psychology and graphic design, and I started my career designing and coding Flash and HTML sites. That mix of understanding people and building things still shapes how I work.
I’m currently at Lloyds Banking Group, leading design across the mortgage broker product suite. I’m modernising a 20-year-old B2B platform: working across teams to embed systems thinking and deliver cohesive end-to-end experiences, partnering closely with product and engineering, and building the design system that will underpin it.
Before fintech I spent four years at Meta, working across Workplace, internal productivity tooling and external Integrity tools. As a product designer I was also a business thinker, comfortable with ambiguity in a fast-moving landscape of priorities.
These days, AI has brought me full circle. I started out building, and now I can think, build and ship faster than ever, with all of that craft, judgement and taste behind what I make.
View my CV →Great work comes from strong partnerships. Here’s what the designers, engineers and leaders I’ve worked with say about me.
I’ve had the pleasure of working closely with Jo Butler on several high-impact projects, and her leadership, collaboration, and problem-solving skills have been transformative for our team. Jo led the design for key products like Notifications, Chat, and Search, delivering significant impact despite complex challenges. She worked closely with engineers to drive solutions and successfully rebuilt a difficult cross-org design partnership, enabling smoother collaboration across Product Design and Product Management. … Strategically, Jo played a pivotal role in delivering the North Star vision designs for one of our most important products, turning an ambiguous brief into a clear, actionable strategy that unified three product teams. … Most impressively, Jo’s efforts helped our team exceed its H1 goals for the first time. … Jo’s strategic thinking, collaborative spirit, and relentless drive for results make her an invaluable asset to any team. I highly recommend her.
Jo and I have worked together on a number of key projects at Meta. She was an exemplary design collaborator for several user research studies I ran in the signal to noise problem space. She provided context and support to ensure that the insights and recommendations from these reach optimal actionability. She also showed a remarkable work ethic and resilience to drive success for projects with tight timelines, even when we worked across time-zones (with stakeholders based in California) or when we worked across orgs (departments). She insisted that any work she undertook was user-centred … she was proactive in seeking out further relevant studies for big initiatives, proving contextual and big-picture thinking skills and she also led a 3 day-long workshop incorporating relevant user insights rather than basing it on assumptions.
Jo is a fantastic product designer and untangler of complex problems. I was fortunate to work with Jo for a long period during our time at Meta. Jo led design on several strategic initiatives that delivered significant impact for our product’s customers and their users. Collaboration with Jo was a breeze, even when she was (rightly!) challenging my perspective.
Jo is the kind of partner that not only drives work forward, but also makes you a better designer in the process. I had the pleasure of working directly with Jo on some high-level strategic initiatives that required a level of planning, systems refinement, visual fidelity, and communication that she consistently up-leveled. Her expertise in the projects we worked on was felt in every element. She sharpened my craft and made our whole team have better processes to have more consistent results.
As a strategic partner, she demonstrated exceptional communication skills throughout the project, always keeping the brief, notes, and meeting logs organized. Jo’s passion for quality and attention to detail were evident in her work. She went above and beyond by connecting us with other designers. Jo would be a tremendous asset to any team looking for a collaborative problem solver, and detail-oriented designer who consistently demonstrates a commitment to quality.
Throughout our collaboration, I was consistently impressed by her exceptional design skills and understanding of user experience principles. As an engineer working alongside Jo, I found her to be a delight to collaborate with due to her excellent communication abilities and capacity to effectively convey design to technical stakeholders.
Jo showed exceptional proactivity in engaging with cross-functional team members and senior stakeholders, fostering a collaborative and productive environment. Her craftsmanship and focus on addressing user problems make her a great Product Designer!
I had the privilege of hiring and managing Jo as a product designer at Meta. She tackled complex product design problems gracefully and skillfully, consistently elevating our products. Joelle’s leadership and collaborative spirit earned her the admiration of teammates and stakeholders.
The perfect blend of product design, personality and care in her work. Jo joined a project that was inflight and part of a larger programme of work hitting the ground running and adding value immediately. Her attention to detail, creative thinking and generally bright and positive attitude made each conversation, meeting and workshop constructive but enjoyable.
Always a pleasure to work with, Jo possess a strong attention to detail which brings rigour and consistency to her work. She crafts the finer details whilst also keeping an eye on the big picture.
Jo is a master of craft. She’s got a fantastic eye for detail and a focus on generating tight, precise visuals. Always challenging the brief for a better result or user experience.

I’m based near London in leafy Surrey.
You’ll usually find me outdoors with my young family, tending to my house plants, or planning the next renovation or interior design project for our home.
Away from the UK, my Peruvian husband and I run a small organic cacao plantation in the Amazon, growing beans to make chocolate. It sits on a piece of rainforest we rescued from deforestation, and we’re protecting most of it.
How I work
Focused on delivering impact. I sit where product strategy, craft, engineering excellence and high-stakes delivery meet.
Skills
Tools
AI tools
Build and hosting
I’m both a creator and a connector, collaborating across the business to deliver the best outcomes. My guiding light is simple: build the right thing, and build it well.
Working out what’s worth building, and who it’s for.
In the age of AI, taste is more important than ever. I draw on 17 years of crafting experiences to keep the quality bar high, choose the right problem and deliver solutions that are effective and that people want.
Leading through change, not just reacting to it.
When user or business priorities shift, I re-evaluate what matters most, make the trade-offs clear to stakeholders, and reprioritise my own time and the team’s plan. I get the people who matter in the room, because the more minds involved, the better the outcome.
Aiming higher than the obvious answer.
I aim high, push past the way things have always been done and ask deeper questions to get better results. I’m driven to make things people love to use, not just things that work.
Choosing where to focus, and designing for scale.
I keep my eye on the bigger picture and design with scale in mind. I balance impact with speed and focus where I can add the most value.
Clear thinking that makes experiences feel effortless.
I bring clarity to complexity. What I design should be easy to use and feel natural.
I consider the wider ecosystem and build new components to be reusable.
Crafting with care, quality and precision.
I strive for product excellence, focused as much on the small details and moments of delight as the overall experience, and I stay hands-on to keep the bar high.
I partner with engineering through hand-off, so design and engineering review quality together before launch.
Testing early, listening closely, learning from the data.
I advocate for testing early and often, use data to uncover real problem areas and create a safe space for collaborative feedback within my team. All this ensures we build the right thing.
Rarely a straight line. I loop back as the work needs.
Private project
This case study is password protected. Enter the password to view it.
Don’t have it? Request password