Hello, I’m Joe, a product designer.

Based in Lisbon. Originally from Bristol, UK.

Joe, smiling at a laptop against a green wall
Joe on a clifftop above Rio de Janeiro
Rice terraces in Bali
Bristol’s colourful harbourside

I grew up in Bristol and was drawn to design over a decade ago, and I’ve been chasing interesting problems around the world ever since.

In 2018 I co-founded my first startup, Proovie, then chased the remote-working dream to Bali, where I built RemoteOne, a time-tracking and invoicing tool for freelancers. Along the way I’ve worked across agencies, freelancing and R&D teams, designing for the likes of Airbus and Octopus Energy, and helped grow ZOE into a UK household name.

In 2022 I left the UK and landed happily in Lisbon. These days I’m a product designer at Upheal. When I’m not working you’ll find me climbing, playing chess, learning Portuguese, or nerding out on AI tools.

A yellow tram in Lisbon

Things I love doing.

A climber on a cliff above the sea

Climbing

I cycle, ski and hike, but somehow it’s climbing I do most, despite being afraid of heights.

A wooden chess set mid-game

Chess

I have a small chess obsession I’m not trying to fix. I enjoy most board games.

Hands playing an acoustic guitar

Music

I play guitar and piano, mostly for myself, and I’ll go a long way for a good gig.

A wall of colourful world flags

Language learning

Learning Portuguese, one awkward conversation at a time, and learning a lot about myself along the way.

My own products.

TrueViewAI landing page with a before-and-after slider showing a personalised necklace
Side project

TrueViewAI

AI previews that show shoppers their personalised jewellery in the actual metal, before they buy.

Visit site →
Two LevelUp app screens: a weekly progress dial and a daily posture flow
Experiment

LevelUp

A 20-minute conversation becomes a custom fitness app, built around one person and how they stay motivated.

See the concept →
RemoteOne on a laptop
Co-founded · Sold

RemoteOne

A time-tracking and invoicing tool for remote freelancers. Co-founded in 2018, launched, and sold.

Read the case study →

Things I believe in.

01

Work on things that matter

I do my best work on problems that mean something to me. I’m drawn to work that solves real problems for real people, in areas I genuinely care about.

02

Emotional intelligence is a leadership skill

Being self-aware, calm and authentic is what lets a team trust each other and do their best work. Especially in the hard conversations. I hold myself to that standard first.

03

Better outcomes, together

Every company is just a group of people who chose to build something together. I’m driven by helping that group reach better outcomes, especially with action-oriented people who move fast and push me to be better too.

04

Growth mindset

I find real meaning in developing new skills, and getting better every day. There’s no finish line. I want to learn something new every day because it’s where I feel in flow.

05

Quality is a bar, not a trade-off

Quality is a standard of craft the whole team agrees to hold. There’s no number for it, just a shared agreement that it feels right.