About
Crafting Seamless Digital Experiences with Strategy, Design & Innovation
I’m Jay Soni, a Senior Product Designer, UX/UI Specialist, and Digital Product Strategist based in London, with over 20 years of experience in creating intuitive, scalable, and high-impact digital solutions.
My expertise lies in product design, UX strategy, and design systems, helping businesses optimise experiences that drive engagement and business success.
I have successfully led UX initiatives across Fintech, banking, insurance, e-commerce, and SaaS industries, working with both startups and large enterprises like Virgin Media O2, Mastercard, Boeing, NatWest, Experian, and EY.
From 0-1 product launches to optimising enterprise systems, my work is focused on delivering human-centered, data-driven design solutions that enhance usability, accessibility, and overall customer experience.
My Approach
I believe in bridging the gap between design, product, and technology by working closely with cross-functional teams. My approach is rooted in user research, iterative design, and scalable design systems to ensure that every product I touch meets both business and user needs.
Key Strengths & Capabilities
- End-to-End UX/UI Design – From wireframing and prototyping to high-fidelity design and implementation.
- User-Centered Strategy – Research-driven solutions, usability testing, and accessibility-first design (WCAG, ARIA).
- Product Design Leadership – Driving UX thinking across multi-disciplinary teams.
- Lean & Agile Execution – Expertise in Scrum, Kanban, and SAFe for iterative, high-impact product delivery.
- Scalable Design Systems – Building and maintaining component libraries for consistency and efficiency.
Experience Highlights
Boeing
Developed an intuitive Emissions Reporting system, increasing adoption by 40%
RSA Insurance Group
Built a scalable Design System, improving design efficiency by 30% and ensuring brand consistency across platforms.
Mastercard
Designed UX for the Community Pass suite, enhancing accessibility and engagement across Africa and India. Optimized user flows, increasing adoption by 25% and improving transaction efficiency for humanitarian and financial services.
NatWest Group
Optimised the mortgage application journey, boosting conversions by 20%
Virgin Media O2
Led UX for My Virgin Media app, optimising dashboard, billing, and network self-service features.
Ernst & Young
Built a global Tax Platform, increasing revenue by 40% and user satisfaction by 35%.
Anglo American
Led UX efforts for safety compliance tools, improving risk mitigation and user trust by 30%. Designed digital dashboards to enhance incident reporting and regulatory compliance
David Lloyd Clubs
Delivered a scalable design system for online and in-club sales platforms, optimising the e-commerce experience. Increased conversion rates by 15% and reduced maintenance costs.
Experian
Delivered a new Savings proposition, enabling customers to discover high-yield savings accounts easily. Improved user engagement by 20%, driving increased customer retention and boosting financial product conversion rates.
Let’s Build Something Impactful
I’m passionate about solving complex UX challenges and delivering scalable, user-first digital experiences.
Whether you’re looking for product strategy, UX design leadership, or design system expertise, let’s collaborate to elevate your digital experience.
