Hi, I’m Jessica Darby

Senior UX Designer & Certified Usability Analyst

I’ve spent nearly 20 years designing products that people actually use, across health tech, fintech, SaaS, and mobile. I work from research and strategy through to production, and I’m comfortable owning the full picture.

My current focus is at the intersection of product design, systems thinking, and AI-era experience design.

My background spans both in-house and consultancy environments. I’ve worked with enterprise stakeholders and scrappy product teams, adapted to legacy constraints and greenfield builds, and learned how to move work forward in both.

Capabilities

UX Strategy, Research & Information Architecture

Product Design

Design Systems & Interaction Design

AI & Agentic Experience Design

Facilitation, BA & Requirements

Cross-Functional Leadership

Experience Overview

My project portfolio spans SaaS platforms, native mobile apps, enterprise tools, health tech, and fintech products, with a consistent focus on human-centered design and UX strategy.

I lead projects from research and requirements through to production, working across cross-functional teams and managing competing priorities at every stage. I bring experience in design systems, information architecture, facilitation, and agentic AI experience design, and I’m comfortable operating at both the strategic and execution level.

I hold a Certified Usability Analyst credential and have working knowledge of HTML and CSS, which informs how I design and collaborate with engineering teams.

I also have a background in client branding and creative direction, which continues to inform how I think about visual cohesion and product identity.

How I work

Through my work, I’ve learned what strategies are effective and which ones are not, and how to create high-quality solutions tailored to the unique needs of clients and products. I actively embrace the ever-changing landscape of the tech industry and modern business, constantly evolving to stay ahead. Whether it’s exploring emerging technologies or optimising existing processes, I am driven to find efficient and effective solutions by discovering problems and pain points to solve.

Honesty and communication are foundational to success in my approach. I take a no BS approach to my work to streamline workflows and maximise efficiency for everyone involved. I don’t believe in reinventing the wheel for the sake of it. Instead, I focus on innovating practical, impactful solutions.

I operate with a passion for my craft, a commitment to transparency, and a dedication to delivering high-quality results that exceed expectations.