JL
Work
About
I design for how people actually behave, not how we wish they would.
Most products I've worked on were built on assumptions about users that nobody had actually verified. My job is to dig into those assumptions before we build the wrong thing.
Lead Product Designer based in Toronto. I work across industries — from operator tools to consumer marketplaces — always focused on the gap between how products are built and how people actually use them.
Recent Work
Compass Digital
Homepage Redesign
Redesigned a homepage with near-zero adoption into a three-layer system that shifts operators from reactive firefighting to proactive site management — validated through moderated user testing.
Read the case study
Brim Financial
White Label System & IA Redesign
Reduced client configuration turnaround from 6 weeks to 2 days by building a configurable front end system, while identifying and making the CEO-approved case for a foundational IA redesign before new products shipped.
Read the case study
Medtronic
Insights Platform Redesign
Reduced platform exit rate from 80% to 25% by discovering that users weren't avoiding search because it was bad — years of poor internal tooling had trained them not to trust it.
Read the case study
Movebuddy
0 to 1 Marketplace
Achieved 12.5% funnel completion within three months by abandoning the standard marketplace model entirely — building a managed marketplace where the platform chooses the mover so users don't have to.
Read the case study
Wondering if we’re a good fit?
I've found that the stated problem and the real problem are usually different.
Operators weren't ignoring our homepage because it was bad, they were coming in to fix something and leaving as fast as they could.
Users weren't avoiding search because it was hard to find, they just didn't trust it based on every other internal tool that had let them down.
Getting to that level of understanding takes time. I think it's worth it.
What I bring is the combination of digging deep on user pain and then executing with system level thinking. I don't just find the insight, I think about how it affects everything around the decision, not just the screen I'm working on.
Joshua Lee
Work
About
I design for how people actually behave, not how we wish they would.
Most products I've worked on were built on assumptions about users that nobody had actually verified. My job is to dig into those assumptions before we build the wrong thing.
Lead Product Designer based in Toronto. I work across industries — from operator tools to consumer marketplaces — always focused on the gap between how products are built and how people actually use them.
Recent Work
Compass Digital
Homepage Redesign
Redesigned a homepage with near-zero adoption into a three-layer system that shifts operators from reactive firefighting to proactive site management — validated through moderated user testing.
Read the case study
Brim Financial
White Label System & IA Redesign
Reduced client configuration turnaround from 6 weeks to 2 days by building a configurable front end system, while identifying and making the CEO-approved case for a foundational IA redesign before new products shipped.
Read the case study
Medtronic
Insights Platform Redesign
Reduced platform exit rate from 80% to 25% by discovering that users weren't avoiding search because it was bad — years of poor internal tooling had trained them not to trust it.
Read the case study
Movebuddy
0 to 1 Marketplace
Achieved 12.5% funnel completion within three months by abandoning the standard marketplace model entirely — building a managed marketplace where the platform chooses the mover so users don't have to.
Read the case study
Wondering if we’re a good fit?
I've found that the stated problem and the real problem are usually different.
Operators weren't ignoring our homepage because it was bad, they were coming in to fix something and leaving as fast as they could.
Users weren't avoiding search because it was hard to find, they just didn't trust it based on every other internal tool that had let them down.
Getting to that level of understanding takes time. I think it's worth it.
What I bring is the combination of digging deep on user pain and then executing with system level thinking. I don't just find the insight, I think about how it affects everything around the decision, not just the screen I'm working on.
Joshua Lee
Work
About
I design for how people actually behave, not how we wish they would.
Most products I've worked on were built on assumptions about users that nobody had actually verified. My job is to dig into those assumptions before we build the wrong thing.
Lead Product Designer based in Toronto. I work across industries — from operator tools to consumer marketplaces — always focused on the gap between how products are built and how people actually use them.
Recent Work
Compass Digital
Homepage Redesign
Redesigned a homepage with near-zero adoption into a three-layer system that shifts operators from reactive firefighting to proactive site management — validated through moderated user testing.
Read the case study
Brim Financial
White Label System & IA Redesign
Reduced client configuration turnaround from 6 weeks to 2 days by building a configurable front end system, while identifying and making the CEO-approved case for a foundational IA redesign before new products shipped.
Read the case study
Medtronic
Insights Platform Redesign
Reduced platform exit rate from 80% to 25% by discovering that users weren't avoiding search because it was bad — years of poor internal tooling had trained them not to trust it.
Read the case study
Movebuddy
0 to 1 Marketplace
Achieved 12.5% funnel completion within three months by abandoning the standard marketplace model entirely — building a managed marketplace where the platform chooses the mover so users don't have to.
Read the case study
Wondering if we’re a good fit?
I've found that the stated problem and the real problem are usually different.
Operators weren't ignoring our homepage because it was bad, they were coming in to fix something and leaving as fast as they could.
Users weren't avoiding search because it was hard to find, they just didn't trust it based on every other internal tool that had let them down.
Getting to that level of understanding takes time. I think it's worth it.
What I bring is the combination of digging deep on user pain and then executing with system level thinking. I don't just find the insight, I think about how it affects everything around the decision, not just the screen I'm working on.