Senior Product Designer · London

Luiz Ottino

Payment systems, healthcare platforms, AI tools, a decade of making complex, regulated systems feel simple at companies like Evoke, Google, and the NHS.

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£14.4M
Revenue Impact
2
AI Tools Built
8M+
Users Served
3
Regulated Markets

About

About Me

Designer of impactful products in complex, regulated environments.

Over the past decade, I've built my career at the intersection of complexity and scale, payment systems processing over £50 million weekly, healthcare platforms used across every NHS hospital in the UK, KYC flows that need to satisfy regulators while not losing the user halfway through. The common thread is environments where design decisions carry weight: a confusing checkout means millions in lost revenue, a misread clinical dashboard can affect patient safety, a broken compliance flow means a company can't operate.

Most recently at Evoke, a FTSE 100 company operating across the UK, EU, and US, I led the redesign of payment systems across three brands and multiple markets, driving a 23% increase in checkout conversion and £2.3M in additional monthly revenue. I also co-led the company's AI initiatives, exploring how LLMs can generate context-aware content and streamline internal workflows at scale.

Before that, I designed AI-powered product discovery tools at Google using Gemini technology, redesigned a seven-year-old NHS platform serving 67 million users without breaking the clinical workflows built on top of it, and led eSIM activation design at Truphone across iPhone, iPad, and Apple Watch in partnership with Apple.

Earlier in my career, I worked across consultancies like McKinsey, R/GA, and Ogilvy on financial products for some of Latin America's largest banks, including helping build Bradesco Next, a digital bank for Gen Z users at Brazil's second-largest financial institution. I also co-founded a DeFi protocol that reached the finals at ETHDenver 2020.

What ties all of this together is a focus on making complex systems feel simple, whether that means navigating regulatory compliance across three jurisdictions, adapting clinical permission models for four different healthcare roles, or helping someone in an emerging market activate cellular service on their watch.

I'm currently based in London, exploring senior design roles where I can bring this experience to products that operate at the intersection of regulation, technology, and scale.

What I Deliver

Capabilities

A focused set of capabilities that connect strategy, execution, systems, research, and AI-powered product work.

01 Strategy
Strategy & Discovery
I start by understanding the problem before jumping into solutions. That means mapping user journeys, identifying where the business is losing money or users, and aligning stakeholders around a shared direction. I've run discovery workshops with teams.
Expect: problem framing, journey maps, competitive analysis, stakeholder alignment workshops, and a clear design strategy that connects user needs to business outcomes.
02 Execution
Design Execution
I work end-to-end, from low-fidelity flows to production-ready designs. I prototype at the level of detail the project needs: sometimes that's a quick clickable in Figma to test a hypothesis, sometimes it's a fully specced interaction with motion, edge cases, and responsive behaviour documented for engineering.
Expect: user flows, wireframes, high-fidelity UI design, interactive prototypes, interaction specifications, and detailed design documentation ready for development handoff.
03 Systems
Design Systems
I've built and scaled design systems that serve millions of users across multiple brands, markets, and platforms. At Evoke, I architected the unified system post-acquisition that brought three brands under one governance model. I think about systems not as component libraries, but as shared languages between design and engineering.
Expect: component libraries, design tokens, multi-brand theming, contribution guidelines, and governance frameworks that scale with the organisation.
04 Research
Research & Validation
I design experiments, not just interfaces. Whether it's moderated usability testing, A/B tests on checkout flows, or analysing drop-off data to find where users struggle, I use evidence to make design decisions and measure their impact. The £2.3M revenue figure didn't come from intuition, it came from testing, iterating, and measuring.
Expect: usability testing plans and facilitation, A/B test design, data analysis and synthesis, actionable insight reports, and clear before/after metrics.
05 AI
AI & Emerging Technology
I've been working with AI as a design material since before it became a buzzword. At Google, I designed interaction patterns for Gemini-powered product discovery. At Evoke, I built internal tools using LLMs for UX writing and content generation. I understand both the possibilities and the constraints of working with AI, and I design for the messy reality, not the demo.
Expect: AI interaction design, prompt engineering for product experiences, LLM integration strategy, and a realistic perspective on what AI can and can't solve for your users.

Trusted By

GoogleNHSWilliam Hill888Mr GreenMcKinseyR/GAOgilvyNTT DataTruphoneBradesco

Let's work together

Currently exploring senior design roles in London and beyond.

Get in Touch →
Luiz Ottino
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