Hi 👋, I'm Joseph and,
I transform complex business challenges into elegant design solutions that drive real results.
Currently a Senior Product Designer at Smile.io, where I craft experiences that help merchants build lasting customer relationships and scale their businesses through loyalty. With over 6 years of experience across fintech, retail, and SaaS, I blend strategic thinking with user-centered design to create products that people love to use and businesses rely on to grow. View selected projects below👇
Smile POS Extension
Lead Designer • 2024
Project overview
As Lead Designer for the Smile POS Extension, I reimagined the in-store experience for Smile Plus merchants. Using Figma for rapid prototyping and gathering hands-on user feedback, I created a solution that not only streamlined checkout workflows but boosted merchant engagement. Our metrics showed a 25% reduction in support tickets, significantly improving efficiency for more than 15,000 merchants.
Key highlights
Full redesign of the in-store POS extension now serving over 15,000 Smile Plus merchants.
Conducted talk shops with merchants to identify specific pain points and optimization opportunities.
Through iterative usability testing, achieved measurable increases in merchant satisfaction while cutting training time.
Smile POS Extension
Lead Designer • 2024
Project overview
As Lead Designer for the Smile POS Extension, I reimagined the in-store experience for Smile Plus merchants. Using Figma for rapid prototyping and gathering hands-on user feedback, I created a solution that not only streamlined checkout workflows but boosted merchant engagement. Our metrics showed a 25% reduction in support tickets, significantly improving efficiency for more than 15,000 merchants.
Key highlights
Full redesign of the in-store POS extension now serving over 15,000 Smile Plus merchants.
Conducted talk shops with merchants to identify specific pain points and optimization opportunities.
Through iterative usability testing, achieved measurable increases in merchant satisfaction while cutting training time.
Smile POS Extension
Lead Designer • 2024
Project overview
As Lead Designer for the Smile POS Extension, I reimagined the in-store experience for Smile Plus merchants. Using Figma for rapid prototyping and gathering hands-on user feedback, I created a solution that not only streamlined checkout workflows but boosted merchant engagement. Our metrics showed a 25% reduction in support tickets, significantly improving efficiency for more than 15,000 merchants.
Key highlights
Full redesign of the in-store POS extension now serving over 15,000 Smile Plus merchants.
Conducted talk shops with merchants to identify specific pain points and optimization opportunities.
Through iterative usability testing, achieved measurable increases in merchant satisfaction while cutting training time.
Smile Bonus Campaigns
Lead Designer • 2024
Project overview
Leading design for Smile Bonus Campaigns, I created a feature that lets merchants easily schedule and launch point-based promotions. Through collaborative design sessions and user interviews, I refined the interface until merchants could run campaigns independently. This user-first approach drove a notable uptick in bonus campaign launches and customer loyalty.
Key highlights
Built a bonus campaign tool empowering 100k+ Shopify merchants to schedule point promotions with minimal friction.
Owned both shopper-facing and admin interfaces, delivering cohesive visuals across the entire experience.
Saw 20% of merchants successfully launch campaigns within 3 months of release without requiring support or additional promotion.
Smile Bonus Campaigns
Lead Designer • 2024
Project overview
Leading design for Smile Bonus Campaigns, I created a feature that lets merchants easily schedule and launch point-based promotions. Through collaborative design sessions and user interviews, I refined the interface until merchants could run campaigns independently. This user-first approach drove a notable uptick in bonus campaign launches and customer loyalty.
Key highlights
Built a bonus campaign tool empowering 100k+ Shopify merchants to schedule point promotions with minimal friction.
Owned both shopper-facing and admin interfaces, delivering cohesive visuals across the entire experience.
Saw 20% of merchants successfully launch campaigns within 3 months of release without requiring support or additional promotion.
Smile Bonus Campaigns
Lead Designer • 2024
Project overview
Leading design for Smile Bonus Campaigns, I created a feature that lets merchants easily schedule and launch point-based promotions. Through collaborative design sessions and user interviews, I refined the interface until merchants could run campaigns independently. This user-first approach drove a notable uptick in bonus campaign launches and customer loyalty.
Key highlights
Built a bonus campaign tool empowering 100k+ Shopify merchants to schedule point promotions with minimal friction.
Owned both shopper-facing and admin interfaces, delivering cohesive visuals across the entire experience.
Saw 20% of merchants successfully launch campaigns within 3 months of release without requiring support or additional promotion.
Smile Embedded Loyalty Blocks
Co-Designer • 2023 - 2024
Project overview
As part of the design team, I collaborated with fellow designers to create Smile's embedded loyalty blocks across key customer touchpoints. These blocks enable shoppers to interact with merchant loyalty programs directly within their shopping experience, no launcher or separate panel needed. By the end of 2024, 40% of all Smile reward redemptions occurred through the checkout extension, demonstrating exceptional adoption rates.
Key highlights
Seamlessly integrated dynamic loyalty features into merchant storefronts, creating a frictionless experience for shoppers.
Over 50% of merchants with access have implemented at least one loyalty block on their site.
Drove measurable uplift in Plus merchant sales by enabling better brand customization and customer engagement.
Smile Embedded Loyalty Blocks
Co-Designer • 2023 - 2024
Project overview
As part of the design team, I collaborated with fellow designers to create Smile's embedded loyalty blocks across key customer touchpoints. These blocks enable shoppers to interact with merchant loyalty programs directly within their shopping experience, no launcher or separate panel needed. By the end of 2024, 40% of all Smile reward redemptions occurred through the checkout extension, demonstrating exceptional adoption rates.
Key highlights
Seamlessly integrated dynamic loyalty features into merchant storefronts, creating a frictionless experience for shoppers.
Over 50% of merchants with access have implemented at least one loyalty block on their site.
Drove measurable uplift in Plus merchant sales by enabling better brand customization and customer engagement.
Smile Embedded Loyalty Blocks
Co-Designer • 2023 - 2024
Project overview
As part of the design team, I collaborated with fellow designers to create Smile's embedded loyalty blocks across key customer touchpoints. These blocks enable shoppers to interact with merchant loyalty programs directly within their shopping experience, no launcher or separate panel needed. By the end of 2024, 40% of all Smile reward redemptions occurred through the checkout extension, demonstrating exceptional adoption rates.
Key highlights
Seamlessly integrated dynamic loyalty features into merchant storefronts, creating a frictionless experience for shoppers.
Over 50% of merchants with access have implemented at least one loyalty block on their site.
Drove measurable uplift in Plus merchant sales by enabling better brand customization and customer engagement.
Coca-cola Freestyle Dispenser
Co-Designer • 2021
Project overview
As a contract designer at Propelland, Madrid, I contributed to a digital interface solution for Coca-Cola and their European bottling partners. Our team developed the packageless drinking experience of the future, a circular ecosystem for on-the-go beverage customization. This innovative dispenser, Coca-Cola's first of its kind, allows consumers to personalize temperature, carbonation, and flavor using their own vessels, eliminating single-use packaging entirely.
Key highlights
Assisted with interface design for both the physical dispenser and companion mobile app while helping establish a cohesive design system.
The dispenser successfully launched in 2021 with trials across office and on-the-go locations in the UK and France.
The project represented a sustainability breakthrough for Coca-Cola Europacific Partners, supporting their packaging waste reduction goals.
Coca-cola Freestyle Dispenser
Co-Designer • 2021
Project overview
As a contract designer at Propelland, Madrid, I contributed to a digital interface solution for Coca-Cola and their European bottling partners. Our team developed the packageless drinking experience of the future, a circular ecosystem for on-the-go beverage customization. This innovative dispenser, Coca-Cola's first of its kind, allows consumers to personalize temperature, carbonation, and flavor using their own vessels, eliminating single-use packaging entirely.
Key highlights
Assisted with interface design for both the physical dispenser and companion mobile app while helping establish a cohesive design system.
The dispenser successfully launched in 2021 with trials across office and on-the-go locations in the UK and France.
The project represented a sustainability breakthrough for Coca-Cola Europacific Partners, supporting their packaging waste reduction goals.
Coca-cola Freestyle Dispenser
Co-Designer • 2021
Project overview
As a contract designer at Propelland, Madrid, I contributed to a digital interface solution for Coca-Cola and their European bottling partners. Our team developed the packageless drinking experience of the future, a circular ecosystem for on-the-go beverage customization. This innovative dispenser, Coca-Cola's first of its kind, allows consumers to personalize temperature, carbonation, and flavor using their own vessels, eliminating single-use packaging entirely.
Key highlights
Assisted with interface design for both the physical dispenser and companion mobile app while helping establish a cohesive design system.
The dispenser successfully launched in 2021 with trials across office and on-the-go locations in the UK and France.
The project represented a sustainability breakthrough for Coca-Cola Europacific Partners, supporting their packaging waste reduction goals.
Crowd App
Lead Designer • 2023 - 2024
Project overview
I led the design for Crowd, a comprehensive customer intelligence platform that transforms how businesses understand their users. The platform combines UX research capabilities, interactive feedback tools, analytical insights through heatmaps and session recording, and an AI-powered chat for data interpretation. As Lead Designer, I owned the entire design process from initial concept through launch.
Key highlights
Directed end-to-end design for the full application, creating a cohesive experience across all platform touchpoints.
Platform has gained significant traction with over 800 companies worldwide adopting it since its 2024 launch.
Received outstanding user feedback praising the intuitive interface and overall usability of the platform.
Crowd App
Lead Designer • 2023 - 2024
Project overview
I led the design for Crowd, a comprehensive customer intelligence platform that transforms how businesses understand their users. The platform combines UX research capabilities, interactive feedback tools, analytical insights through heatmaps and session recording, and an AI-powered chat for data interpretation. As Lead Designer, I owned the entire design process from initial concept through launch.
Key highlights
Directed end-to-end design for the full application, creating a cohesive experience across all platform touchpoints.
Platform has gained significant traction with over 800 companies worldwide adopting it since its 2024 launch.
Received outstanding user feedback praising the intuitive interface and overall usability of the platform.
Crowd App
Lead Designer • 2023 - 2024
Project overview
I led the design for Crowd, a comprehensive customer intelligence platform that transforms how businesses understand their users. The platform combines UX research capabilities, interactive feedback tools, analytical insights through heatmaps and session recording, and an AI-powered chat for data interpretation. As Lead Designer, I owned the entire design process from initial concept through launch.
Key highlights
Directed end-to-end design for the full application, creating a cohesive experience across all platform touchpoints.
Platform has gained significant traction with over 800 companies worldwide adopting it since its 2024 launch.
Received outstanding user feedback praising the intuitive interface and overall usability of the platform.
ClanePay App
Lead Designer • 2021 - 2022
Project overview
Leading design for ClanePay App, I developed a mobile payment solution that went beyond traditional transfers by incorporating contactless payments via Bluetooth and QR technology. My goal was to create an experience that outperformed traditional banking apps while delivering the smoothest payment experience for everyday African users. I crafted a robust mobile solution that married visual appeal with practical functionality.
Key highlights
Spearheaded the design of a mobile payment platform with contactless options, filling a crucial market gap.
Conducted targeted user interviews and usability evaluations to identify and solve pain points in traditional banking flows.
Created a design balancing aesthetic appeal with operational efficiency, generating positive user sentiment compared to traditional banking apps.
ClanePay App
Lead Designer • 2021 - 2022
Project overview
Leading design for ClanePay App, I developed a mobile payment solution that went beyond traditional transfers by incorporating contactless payments via Bluetooth and QR technology. My goal was to create an experience that outperformed traditional banking apps while delivering the smoothest payment experience for everyday African users. I crafted a robust mobile solution that married visual appeal with practical functionality.
Key highlights
Spearheaded the design of a mobile payment platform with contactless options, filling a crucial market gap.
Conducted targeted user interviews and usability evaluations to identify and solve pain points in traditional banking flows.
Created a design balancing aesthetic appeal with operational efficiency, generating positive user sentiment compared to traditional banking apps.
ClanePay App
Lead Designer • 2021 - 2022
Project overview
Leading design for ClanePay App, I developed a mobile payment solution that went beyond traditional transfers by incorporating contactless payments via Bluetooth and QR technology. My goal was to create an experience that outperformed traditional banking apps while delivering the smoothest payment experience for everyday African users. I crafted a robust mobile solution that married visual appeal with practical functionality.
Key highlights
Spearheaded the design of a mobile payment platform with contactless options, filling a crucial market gap.
Conducted targeted user interviews and usability evaluations to identify and solve pain points in traditional banking flows.
Created a design balancing aesthetic appeal with operational efficiency, generating positive user sentiment compared to traditional banking apps.
NASIMS Portal
Lead Designer • 2020
Project overview
In collaboration with the Federal Ministry of Humanitarian Affairs, Disaster Management and Social Development, I led the design for their nationwide portal - Nigerian National Social Investment Management System (NASIMS), in 2020. The platform facilitated N-Power Batch C Registration, streamlining the application process for Nigeria's flagship skill acquisition program. I directed the end-to-end design while coordinating with cross-functional teams both within my company and with government stakeholders to bring this critical public service project to life.
Key highlights
Led comprehensive UX/UI design across all platform touchpoints, creating a cohesive experience for applicants throughout their registration journey.
Designed a scalable system that successfully processed over 5 million N-power batch registrations within the first year of launch.
Created a comprehensive component library that ensured design consistency and accelerated development for future iterations of the platform
NASIMS Portal
Lead Designer • 2020
Project overview
In collaboration with the Federal Ministry of Humanitarian Affairs, Disaster Management and Social Development, I led the design for their nationwide portal - Nigerian National Social Investment Management System (NASIMS), in 2020. The platform facilitated N-Power Batch C Registration, streamlining the application process for Nigeria's flagship skill acquisition program. I directed the end-to-end design while coordinating with cross-functional teams both within my company and with government stakeholders to bring this critical public service project to life.
Key highlights
Led comprehensive UX/UI design across all platform touchpoints, creating a cohesive experience for applicants throughout their registration journey.
Designed a scalable system that successfully processed over 5 million N-power batch registrations within the first year of launch.
Created a comprehensive component library that ensured design consistency and accelerated development for future iterations of the platform
NASIMS Portal
Lead Designer • 2020
Project overview
In collaboration with the Federal Ministry of Humanitarian Affairs, Disaster Management and Social Development, I led the design for their nationwide portal - Nigerian National Social Investment Management System (NASIMS), in 2020. The platform facilitated N-Power Batch C Registration, streamlining the application process for Nigeria's flagship skill acquisition program. I directed the end-to-end design while coordinating with cross-functional teams both within my company and with government stakeholders to bring this critical public service project to life.
Key highlights
Led comprehensive UX/UI design across all platform touchpoints, creating a cohesive experience for applicants throughout their registration journey.
Designed a scalable system that successfully processed over 5 million N-power batch registrations within the first year of launch.
Created a comprehensive component library that ensured design consistency and accelerated development for future iterations of the platform
Curious about my more recent projects?
I've been working on several exciting and high-impact projects recently at Smile. I'd be delighted to discuss these in more detail and share how they've contributed to our business goals."
Contact me