Jay Soni, Product Design Specialist / London

I turn complexity into clarity and ideas into impact.

25+ years shipping intelligent, human-centered products end-to-end, from 0–1 launches to complex enterprise systems for some of the world’s most demanding teams.

Expertise

Product & UX DesignUX StrategyDesign SystemsResearchAI Products

Sectors

FintechBankingInsuranceE-commerceSaaSFrontier AI

Selected clients

Google GeminiGoogle DeepMindMastercardBoeingEYNatWestCencoraExperianMoody'sVirgin Media O2Anglo AmericanDavid Lloyd

Selected work

Recommendations

I had the privilege to work with Jay on a complicated set of user interactions that required careful user guidance that resulted in an intuitive, fluid and seamless workflow that helped initial users while not slowing down experienced users. Even though Jay worked on projects from London that had to be reviewed in U.S. California, Jay made himself available to review designs and ensure others understood the benefits exceptional design could bring.

Jordan Byk, Geocoding Product Manager, Moody’s RMS, Moody’s

Jay worked on the Emissions Insights team in 2024 to support redefining the product UI. He brought fresh insights on product design and how to solve our customers problems that we were not able to do on our own. His collaboration with the team to learn and solve our challenges was rapid, and in a short time he made significant contributions that spearheaded a product overhaul, kicking off a program to make it fit for the future. Thank you Jay.

Patrick Spink, Aviation Carbon & ETS / CORSIA Specialist, Boeing

During his time at Boeing as a UX consultant, Jay consistently demonstrated his exceptional skills in understanding user interaction and translating it into intuitive and user-friendly designs. He has a keen eye for detail and a deep understanding of human behaviour, which reflects in the outstanding quality of his work. What truly sets Jay apart is not just his professional competence, but also his personality: approachable, collaborative, and always willing to lend a helping hand. I highly recommend Jay for any UX design or consulting role.

Devendra Salunkhe, UX Leadership, Product Designer, Boeing

Jay is a strong and independent designer. He brings a clear design philosophy that benefits both the products he works on and the product organisation he’s a part of. I enjoyed working with and managing Jay, and would recommend him and his work.

Raghav Malik, VP of Growth, Mastercard

Jay was always attentive, had an eye for detail and a willingness to take full ownership of projects and initiatives. His contributions were always constructive and ranged from tactical to strategic, appropriately delivered based on what was needed. I would not hesitate to hire Jay in the future.

Victor Lopes, Mastercard Move, Mastercard

Jay was a great design lead when we worked together, from navigating challenging stakeholder requests through to introducing the product team to new ways of working. There’s no doubt you can see Jay is a talented designer. However, he’s fun, smart and positive, three traits that are critical for keeping a team supported during difficult times. Always there to back up his team’s decisions, challenge the product team into making user-led design decisions, and develop sustainable working practices.

Hannah Knowles, UX Researcher, NatWest

I am delighted to recommend Jay as a Lead UX Designer who excels under pressure and consistently meets tight deadlines. Throughout our collaboration, Jay displayed remarkable composure and problem-solving abilities in high-pressure situations. His exceptional time management and prioritisation skills ensured that critical tasks were completed with outstanding quality, boosting our team’s overall productivity. His passion for UX design and unwavering commitment to delivering top-notch results make him an outstanding choice for any team.

Joao Ferreira, Senior AI Product Designer, NatWest

I’ve been lucky enough to work alongside Jay at EY’s Innovation Hive where he was the Principal Product Designer. I saw Jay create the entire visual foundation and the design principles for our SaaS platform. Only a few days after joining he had a holistic plan to redesign the entire platform, and he introduced the team to Atomic design principles and ways of working built on design sprints and briefs. Jay is approachable and fair, and coaches designers instead of micromanaging. He is an outstanding designer and leader, and fun to be around.

Marton Gaspar, Product & Leadership for the AI era, EY

Luckily for me I had the pleasure of working with Jay directly at Betfair, as I reported directly to him. He is a thoughtful, highly skilled creative professional who always wants to get things delivered, but to the highest possible quality. His leadership was critical during a high pressure period on a very high profile project, and his measured approach meant that the right things happened at the right time. He helped restore faith and value in what we do when we needed it the most.

Leon Copeland, Senior UX Leader at FDJ, Betfair

I have had the pleasure of working with Jay for a couple of years at my last startup Emoov. Jay was great to work with. An amazing UX/UI designer with a big appetite to get deeper and deeper into the business to understand the experiences he needed to handle gracefully with his designs. Hard working and always went the extra mile. Highly recommend.

Ivan Ramirez, Global Technology Leader, CPO, Emoov

“This is gold dust.” These were the actual stakeholder words when Jay and I released a project together at Emoov. Jay was always willing and able to describe design decisions and tradeoffs, coaching others to understand his vision and UI and UX best practices. He is a world-class UI and UX professional, equally adept at thinking strategically about design and delivering designs himself. This combination of vision, communication and design talent inspires peers to think more deeply about design.

Jeff Sloan, Data Consultant, Emoov

Jay came in to help with the redesign of codetoday’s website and store, providing UX and UI design as part of a wider brand transformation project. His considerable expertise made the project easy, and we’re very confident it will form a key part of the growth codetoday is aiming for. I wouldn’t hesitate to hire Jay again.

Ben Dickens, CEO, STL USA, codetoday

Working with Jay at Mintel was a great pleasure and a very valuable experience for me. Jay is a passionate, knowledgeable and creative designer and a strong manager who is very good with people. His open-minded character and can-do attitude set the example for his team to follow. He strives to help everyone in his team achieve outstanding results while enjoying the work. I have learned a lot from Jay, and I would highly recommend him as a designer and manager.

Meglena Velev, Senior Visual Designer, Mintel

Jay worked for me as Web Application Designer on my international marketing team at Mintel. He is a fast, self-motivated learner, determined to stay on top of the latest developments and to constantly further his excellent design skills. Jay is a creative problem-solver who consistently offers a fresh perspective and approach. Whenever he sensed a potential problem he would think it through and, without being asked, offer solutions. This made it a joy to work with him and let me confidently rely on him.

Sabine Popp, Global Marketing Director (former), Mintel

Curriculum vitae

Read the full CV or download the PDF.

Contact

Email jay@zyonstudios.com · LinkedIn