Jordan Herbert · Product designer
I turn complex problems into simple experiences people trust.
A product designer who works end to end, from research through to results after launch. Most recently at giffgaff and Tesco Mobile.
Selected work
Case studies
giffgaff broadband · 2026
Helping broadband members fix weak WiFi
A self-serve network check that shows members what is wrong before recommending a fix. It turned free kit sent by support into incremental eero sales.
giffgaff broadband · 2026
Giving broadband members a choice of contract
Adding a cheaper 24 month fixed term alongside monthly rolling, without losing what makes giffgaff broadband simple.
giffgaff internal tools
Rebuilding the agent platform
Replacing the software support agents use to manage a member's account, with the brief and the hardest decision coming from agents themselves.
Tesco Mobile
Tesco Mobile: Click & Collect
Giving Tesco Mobile shoppers the option to collect their order from a local store, shaped by a five-brand competitor audit and 10 usability sessions.
Tesco Mobile
Tesco Mobile: Clubcard Prices
Bringing Clubcard Prices to Tesco Mobile phone and SIM only deals, presented the way shoppers already know from Tesco stores.
About
About me
I'm a product designer with 15 years in digital products. I started in CRM and digital marketing, then managed ecommerce and digital content at Renault, before moving into product management and then UX, designing ecommerce journeys at Tesco Mobile. Today I'm at giffgaff, designing broadband journeys end to end, from the buy flow to the member account and the tools our support agents use.
I work across the whole process, from research and usability testing to prototyping and visual design, and I let real users and data guide the decisions. My background in marketing and product means I care about the business outcome as much as the experience, and I like to prove a design worked once it's live.
- Experience
- 15 years in digital products
- Now
- Product designer, giffgaff
- Before
- Senior UX designer, Tesco Mobile
- Earlier
- Ecommerce and digital content manager, Renault
- Started in
- CRM and digital marketing
Approach
How I work
I follow a user-centred process: understand people before designing for them, involve them throughout, and improve the work through repeated cycles of testing and learning. I scale it to the problem, from a rapid proof of concept to a full journey redesign, and use AI workflows to speed up research, synthesis and prototyping. The judgement on what's right for users stays with me.
- 01DiscoverIn-person interviews and contact centre visits, member surveys, analytics, competitor audits and lightning demos, with AI pulling desk research and past findings into a starting brief.
- 02FrameA problem statement and a hypothesis in a "We predict… We'll know this is true when…" format, agreed with the team, with success measures set up front.
- 03IdeateCrazy 8s, How Might We statements, sketching, journey and story mapping, and design sprints, then the strongest directions reviewed with the team against the evidence.
- 04DesignClickable prototypes in Figma, built with AI from our design system components and tokens, and increasingly designed straight into code.
- 05TestIn-person and remote moderated sessions, unmoderated tests in Maze, and cloze and 7 second content tests. AI helps draft test plans and synthesise results, with every theme linked to its source.
- 06MeasureResults tracked after launch against the hypothesis, using sales data, NPS and baselines, and fed back into what comes next.
It's a loop, not a line. Each stage can send us back to an earlier one when the evidence says so.
Designing with AI
AI does the legwork. I do the judgement.
How I use AI across my workflow, from research synthesis to design system migration and design to code, and where I keep my hands on the wheel.
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