01 — Case Studies

Billy Paul is a Design System Designer
with a blend of strategy, craft and vibes — AI ones









02 — About Me
From London, to Libraries and Systems as AI Infrastructure
From crafting brand-new Design Systems or evolving more mature systems, to thinking through product discovery, from UI animation to AI automation, to communicating complex financial data, I have a proven history of working with global clients successfully impacting the lives of millions and transacting in the billions.
I'm actively integrating AI tooling — from component generation to developing design tokens and foundational elements, and steering governance backlog or contribution management. I can deliver comprehensive Design Systems and set its strategic direction to become an AI infrastructure that the company depends on to scale with automation.
Londoner — now Dubai-based. I enjoy leading teams to new heights. Certified Archery GB Level 1 Coach. Learning drums. Inevitably, getting into Padel.
03 — Experience
Work History

Talabat
Senior Design System Designer — Consumer Application
Sep 2025 – Present
Dubai, UAE
- Inheriting and evolving a mature design system across a large-scale consumer platform serving millions across the MENA region.
- Driving AI integration into DS workflows — automated auditing, component generation and team enablement tooling.
- Leading governance of the Marshmallow design system team, setting process, contribution standards and backlog direction.
- Leading the Foldable Devices initiative — defining how the app responds to device breakpoints and adapts to fold-first layouts.
- Collaborating with squad teams as embedded Ambassadors, contributing to design direction and end-to-end implementation of new verticals.

J.P. Morgan Chase
Lead Design System Designer — B2B Banking Software
Oct 2024 – Sep 2025
London, UK
- Design System Lead within a team of 8, rebuilding B2B banking infrastructure from scratch to support a 400+ person accelerator programme.
- Owned Figma library end-to-end — scalable components with live-code parity and full documentation.
- Led central governance: weekly ceremonies, roadmap ownership, contribution management and Design Token strategy.
- Embedded AI and LLM explorations into DS workflow and rebrand discovery.

Sainsbury's Nectar
Senior UX Designer — Loyalty Application
Jun 2024 – Sep 2024
London, UK
- Designed a vision for the Nectar App and Website — driving the "Joy" back into the brand via motion design, gamification and refreshed UI.
- Consulted on scaling a multi-branded, multi-product design system with the central governance team.
- Led designers across deliverables, improving design ops and ways of working.

Huge Inc. (McDonald's & Ticketmaster)
Lead Visual / UI Designer — Applications and Mobile Websites
Nov 2022 – Mar 2024
London, UK
- Rebuilt the Global Website Design System across Desktop and Mobile breakpoints via reverse engineering from live code — achieving live-code parity with engineering approval.
- Large-scale library audit establishing clear taxonomy, resolving design–code discrepancies and securing senior stakeholder sign-off.
- Led DS Central Governance and Contribution duties, peer reviewing and raising standards.
- In-Store Kiosk design optimisations; RFI Pitch Deck design and senior management presentation.
- Delivered DS Figma Library and Web Search patterns for the UK Desktop & Mobile site (Ticketmaster).

John Lewis & Partners
Senior UI Designer — Responsive Web
Oct 2022 – Nov 2022
London, UK
- UI design across Web Foundations and Basket & Listings product tribes.

The London Stock Exchange Group
UI Design Lead — Trading Platform
Nov 2021 – Sep 2022
London, UK
- 'Library Guardian' — managed DS outputs to 70+ designers as the single source of truth.
- Rebuilt and optimised Figma Component Library, leading the Sketch-to-Figma migration.
- Led DS contribution process, central governance, training and design-code parity.
- Consulted on DS portal, documentation and ecosystem structure.

Fresha
Lead Product Designer — Consumer Application
Oct 2021 – Nov 2021
London, UK
- Product design across the Growth and Retention Tribe for a fast-scaling global booking platform.

BlackRock iShares (via UsTwo)
Senior Product Designer — Trading Website
May 2021 – Jul 2021
London, UK
- Design system work across the Global Desktop & Mobile marketing site.
- AA accessibility discovery for charts and data visualisations.
- DS Central Governance duties and documentation management.

Morgan Stanley
Senior Visual Designer — Financial Platforms & Applications
Oct 2020 – May 2021
London, UK
- Visual UI design across an investment research platform, market screener, financial chatbots and mobile applications.

Tesco
Lead UI Designer — Consumer Application
Nov 2019 – Aug 2020
London, UK
- Delivered a unified DS blueprint with senior management buy-in, leading DS training, education and mentoring across 6+ designers.

HSBC (via Publicis Digitas)
Lead UI Designer — B2B Applications
Sep 2018 – Nov 2019
London, UK
- DS governance across 10+ design pods within a 200+ person multi-agency programme, leading a team of 9–12 designers.

The Economist - Signal Noise
Senior Product Designer — Financial & Analytics Software
Apr 2018 – Aug 2018
London, UK
- Design system work for a trading platform, covering desktop analytics and data visualisation.

Concentrix Tigerspike
UI Lead → Senior UI Architect — Applications, Responsive Web & Mobile
Sep 2015 – Mar 2018
London · Singapore · Dubai
- Priority Pass native app (London).
- RHB Bank & Bkash Banking apps (Singapore).
- Emirates Airlines — global travel app, web and tablet (Dubai).

Emerging Property
Senior UI/UX Designer — Branding and Responsive Web
Mar 2014 – Sep 2015
Dubai, UAE
- UI/UX design across a property investment platform, covering digital marketing, rebrand and relaunch.

IG / City Index
Digital Designer — Trading Applications
Apr 2012 – Mar 2014
London, UK
- HTML5 trading charts, data visualisation and Nadex Binary iPad design.
- Financial trading marketing and infographics. Digitals Award winner 2013.
04 — Recommendations
What People Say
“Billy Paul is a superb product designer. Adding value from minute 1. Always scrutinising patterns and looking for ways to improve the work. I would trust him with systems of any complexity. Highly organised and collaborative, and a joy to work with to boot.”
Kristin Agnarsdottir
Global Creative Director • Huge
“Billy worked with Digitas as a lead designer on a HSBC Banking App. He was a central member of the governance team that developed the UI design language, defined the design patterns and established and maintained the toolkit for designers and developers. He has a fantastic knowledge of the tools he uses and for creating systematic toolkits. We found his contribution invaluable. Bill has a super in-depth understanding of App design, is a master craftsman and would be an asset in any creative team.”
Aran Burtenshaw
Creative Director • Digitas (Publicis)
“I worked alongside Billy on a large design system for a global client. He brought invaluable knowledge and experience regarding the creation, construction and management of a global design system, a proactive "can-do" attitude and a healthy contribution to the team's culture and the relationship with the client. Having him on my team was great, and I sincerely hope to work with him again.”
Ben Bashford
Experience Design Director • Huge
“Billy was centric to the Design System solution at LSEG. He managed and helped own the Figma library taxonomy, strategy and delivery with expert precision while delivering updates to key stakeholders on the vision, working well within a wider team. Not only that, Billy is a totally down to earth guy and a pleasure to work with.”
Matt Davies
Senior Product Manager • LSEG
“Will is one of the most skilful and focused product designers I've had the pleasure to work with on developing a complex business banking app. I value his positive can-do attitude towards collaboration and his passion for delivering meaningful design. He approaches challenges methodically from UX scamping to UI design that helps give products a competitive edge. A great designer and an awesome team member.”
Will Krüger
Design Director • Digitas (Publicis)
Education
BA (Hons) Information Graphic Design — First Class
London College of Communication
University of the Arts London
2009
Personal
05 — Snaps
Snaps
Below are photos from my travels around Europe, Asia and the USA, which give an insight into some of the things I've seen, tasted and enjoyed.



