David Jupp Senior Product DesignerEELondon
Senior Product Designer at EE. I lead the architecture behind ee.co.uk and four marketplace hubs. I build AI-to-code pipelines that prioritise craft without losing velocity. I mentor the people around me, so quality doesn’t depend on me being in the room.
Open to new roles
Selected work
01 — Marketplace architecture · Lead designer · EE, 2023–now
Turning a utility telco into a premium marketplace for Apple, Samsung, Sony, Xbox and Nintendo without fracturing performance, accessibility or brand trust. The Skeleton holds layout, spacing and type intact, whoever populates it.
02 — AI tooling · Systems lead · EE, 2025–now
Squads were drifting from tokens and engineering loops took weeks. Markdown manifests and token-constrained LLM scaffolding now produce testable, production-compliant React in days, backed by a mentoring programme.
03 — Embedded hardware · Senior product designer · Engine
An industrial touchscreen used off-axis, in glare, by people in a hurry. Calibrated touch targets, cup-placement feedback and a clearer customiser model cut transaction time across the estate.
“Surface-level design without structural governance can’t survive enterprise entropy. I stopped fighting for pixels and started building the foundations.”
How I work
01
I design structural resilience into components, so layout, spacing and type hold up when anyone populates them.
Proof → Skeleton framework · WCAG 2.2 AA
02
Markdown manifests and token constraints turn LLMs into a delivery channel that respects the system.
Proof → AI-to-code pipeline
03
Craft workshops, critique routines and structured mentoring, empowering talent to flourish.
Proof → Mentoring · critique
Career
EE Home taught me that surface-level design without structural governance can’t survive enterprise entropy. Everything since has been about putting governance and guardrails into the foundations.
2023 — Now
Architecture lead across Tech, Gaming, Computing and Brand hubs. Authored, tested and implemented the design-to-code pipeline.
2021 — 2023
Governance and IA for the most contested real estate in the company. The catalyst for building systems.
2019 — 2021
Migrating TV, broadband and mobile accounts during the BT to EE transition.
2018 — 2019
A hardware-software touchscreen ecosystem across thousands of machines.
Appraisal rating: 3 x ‘Brilliant’, 3 x ‘High good’
“Most designers protect aesthetics; Dave engineers them for scale. Working alongside him to automate and streamline our design-to-code workflow maintained craft and velocity.”
Dhiraj Hirani Senior Software Engineer, EE “Dave challenged my thinking and pushed me to raise the bar in everything I did. Learning from him transformed both my craft and my confidence.”
George Wilkin Product designer, EE (ex-apprentice)