Joshua P. Gimenez is an independent product designer and creative director. Born, based and selectively freelancing in London.

On a mission to build world class products, in the past he has worked with Skype, Shazam, Ubuntu, Marvel Prototyping, and Ministry of Sound, to name a few.

Joshua shares his initials with the world's most popular image format. With a decade of experience, he's spent the last few years helping startups define their goals and solve their problems.

Minimalism is his north star.

In real life, Joshua never speaks in the third person. He values science, humility, honesty, integrity, and suffers from a chronic allergy to bullshit.



Open to anything interesting, but currently looking for specific work in the following spaces:

  • New luxury lifestyle and commerce
  • New media publication products
  • Technology to help developing countries
  • Sustainable products
  • Major design-led, visually driven brands (e.g. Google, Nike, Adidas)

Say hello

Winter 2018 — Summer 2018

The Plum Guide is a growing collection of the world's best holiday homes. Every property is independently reviewed by expert home critics, and must pass an exhaustive 150 point test. Only 1 in 100 make it into the collection.

Working closely with the Product Director, we researched the core audience through a combination of: user testing, user interviews, consumer insights, stakeholder interviews, product analytics and booking data.

Based on our learnings, operating within the existing design system, our team ran a series of product experiments to understand what levers we might be able to pull to improve conversion.

Once we'd moved the needle, we turned our attention to improving the efficiency of some of the internal systems, understanding particular audience segments, and driving growth.

Working across the business, I also helped the Brand Team produce everything from social media creative, to digital billboards shown at Westfield. And working closely with the Technical Team, I helped them start the process of cataloguing frontend components within a React Storybook.

Late 2017 — Early 2018

Fixter provide a highly comprehensive car maintenance and MOT service. Alongside free collection and delivery, in-house mechanics work on your behalf every step of the way to ensure you're only paying for what you absolutely need.

Working closely with the CPO and Head of Growth, we redesigned their web product and created an entirely new brand.

The rebrand was rooted in data-informed, audience research. This comprised of: user testing, user interviews, consumer insights and data analytics.

Featuring beautiful 3D motion design by Animasean, the new brand was a friendlier, more contemporary design language to encourage more engagement in younger markets.

Despite a simultaneous price increase, the new product generated a significant increase in conversion rate.

Winter 2015 — Winter 2018

Working as an independent designer, I created the first and second versions of a consumer insights product ecosystem that helped Attest raise a $3.1M Series A round.

Joining the founding team (consisting of the Founder/CEO, COO and Lead Developer), I designed the original MVP. The platform has since accrued over 1.4M total responses and enables businesses reach their exact demographic from an audience of millions.

Responsibilities include: User Interface Design, User Experience, Product Strategy, Product Management, Product Ownership, Design Leadership, Creative Direction, Prototyping and Frontend Development.

Customers include: Twitter, Samsung, Deliveroo, Treatwell, Unilever, Fever Tree, Aviva, M&C Saatchi and Nutmeg.

Early 2015 — Early 2016

Book the best hairdressers in London and Paris. I designed an end-to-end responsive web product and smartphone application for a hairdressing platform.

Spring 2015 — Summer 2015

Designed and developed a new website for a 360° digital engagement agency. Following the launch, they acquired what their largest client to date.

Winter 2014 — Spring 2015

Working with TES — the second largest professional network on the planet, I researched and designed a new responsive navigation for their product interface.

Winter 2014

I helped Marvel out by building out landing pages for their website.

Summer — Autumn 2014

Working as a Product Designer on the mobile platform team I produced some vision work for a future version of the interface.

2014 — 2015

Funded by Bethnal Green Ventures, walldisplay was a product to help teachers reward their students by sharing their work on the internet. After struggling to acquire the traction we wanted, we turned down a further offer of investment to pursue our individual careers.

2013 — 2014

Worked as a visual designer and prototyper with Skype, and on a product design team redesigning Shazam. Built two versions of the studio website.

2011 — 2013

Lead designer for a London-based 360° engagement agency. Led a team of designers and developers across various projects, products and pitches.

2008 — 2011

The early days. Working with small clients on small projects.

2007 — 2008

Don't ask.

  • UI Design
  • UX Design
  • Product
  • Strategy
  • Copywriting
  • Prototyping
  • Sketch
  • Photoshop
  • EQ === IQ
  • Branding
  • Illustrator
  • InDesign
  • After Effects
  • JavaScript
  • Gulp
  • Git
  • ExpressionEngine
  • {{S}}tatamic
  • WordPress

BA Hons Philosophy & Cognitive Science, 2:1


AS & A-Level

Mathematics, Physics, Politics, Chemistry


5 A*s and 5 As

  • Nominated
  • CSS Winner
  • CSS Awards
  • CSS Design Awards