Jeremy Baines
UX Designer, Author & Leader
I help organisations design, build, and scale user‑centred digital products that deliver clear value for both users and businesses.
I’ve worked across startups, agencies, and large organisations, leading UX strategy, designing digital products, and building design capability inside teams. My work spans product design, service design, UX leadership, and consultancy — with a focus on practical outcomes.
Connect on LinkedIn
Background
& Approach
Jeremy Baines is a UX designer and leader with extensive experience building and scaling UX teams. He co-founded Howard Baines, a London-based UX consultancy, where the UX Lifecycle approach helped organisations — from startups to enterprises — deliver measurable business value through user-centred design.
Originally trained in graphic design, Jeremy developed a deep understanding of technology by founding his own technology startup, which was later acquired. He is an evangelist for both UX and technology, having appeared in numerous publications and events, and was elected a member of the International Society of Typographic Design.
Jeremy is also the author of UX Lifecycle: The business guide to implementing great software experiences, a practical guide for organisations starting their UX journey. His approach examines the interactions between organisations and their stakeholders — customers, employees, suppliers, and others — focusing on the touchpoints that shape the user journey.
He optimises experiences and measures improvements using commercially-focused metrics such as revenue, conversion, retention, satisfaction, service costs, and productivity, demonstrating tangible ROI. His methodology combines user-centric and cognitive approaches, heuristics, and statistical analysis, integrated with existing development practices to create an iterative process that drives continuous improvement.
Jeremy is also the author of UX Lifecycle: The business guide to implementing great software experiences, a practical guide for organisations starting their UX journey. His approach examines the interactions between organisations and their stakeholders, customers, employees, suppliers, and others and focusing on the touchpoints that shape the user journey.
He optimises experiences and measures improvements using commercially-focused metrics such as revenue, conversion, retention, satisfaction, service costs, and productivity, demonstrating tangible ROI. His methodology combines user-centric and cognitive approaches, heuristics, and statistical analysis, integrated with existing development practices to create an iterative process that drives continuous improvement.
Companies I have worked with...
They said, “you could write a book on user experience”. So I did!
UX Lifecycle is a practical guide for organisations that are starting their UX journey, or for teams that have lost momentum and need to reset.
The book focuses on the fundamentals: what user experience really means, why research matters, how UX works as an ongoing process rather than a job title, and how business value is created through improved efficiency, effectiveness, and user satisfaction.
It also provides practical guidance on building a business case for UX, identifying the right investments in people and process, and creating the conditions needed for sustainable, long-term improvement.
People I have worked with...
“In addition to his creative talents, Jeremy brings a positive energy to projects that inspires ideas in others and drives projects forwards.”
Clive Howard
CTO
“Jeremy is a brilliant leader and an excellent person”
Adam Tilley
Delivery Director
“Overall, Jeremy not only measurably improved our products but also made us realise that UX touches every interaction a user or customer might have with our company - our products, our website, our brand, our events, our support interactions.”
Chris Clark
CTO
“Jeremy brings an excellent style of constructive collaboration to teamwork and decision making, even in the most demanding creative or operational environments.”
Justin Leavesley
CSO
“Always a self-starter, highly motivated and continually seeks to expand his skills in every role he takes on, from design and UX to leadership”
Kate Melsom
CBO
“Jeremy is a great manager and a lovely guy. I learnt a lot under his leadership and I’m very pleased we got the opportunity to work together.”
Nathan Meek
Senior UX Designer
Speaking & Press
Let’s talk about your UX challenges
Connect on LinkedIn
Jeremy Baines
UX Designer, Author & Leader
I help organisations design, build, and scale user‑centred digital products that deliver clear value for both users and businesses. I’ve worked across startups, agencies, and large organisations, leading UX strategy, designing digital products, and building design capability inside teams. My work spans product design, UX leadership, and consultancy with a focus on practical outcomes.
Connect on LinkedIn
Background
& Approach
Jeremy Baines is a UX designer and leader with extensive experience building and scaling UX teams. He co-founded Howard Baines, a London-based UX consultancy, where the UX Lifecycle approach helped organisations from startups to enterprises deliver measurable business value through user-centred design.
Originally trained in graphic design, Jeremy developed a deep understanding of technology by founding his own technology startup, which was later acquired. He is an evangelist for both UX and technology, having appeared in numerous publications and events, and was elected a member of the International Society of Typographic Design.
Jeremy is also the author of UX Lifecycle: The business guide to implementing great software experiences, a practical guide for organisations starting their UX journey. His approach examines the interactions between organisations and their stakeholders, customers, employees, suppliers, and others and focusing on the touchpoints that shape the user journey.
He optimises experiences and measures improvements using commercially-focused metrics such as revenue, conversion, retention, satisfaction, service costs, and productivity, demonstrating tangible ROI. His methodology combines user-centric and cognitive approaches, heuristics, and statistical analysis, integrated with existing development practices to create an iterative process that drives continuous improvement.
Companies I have worked with...
They said, “you could write a book on user experience”. So I did!
UX Lifecycle is a practical guide for organisations that are starting their UX journey, or for teams that have lost momentum and need to reset.
The book focuses on the fundamentals: what user experience really means, why research matters, how UX works as an ongoing process rather than a job title, and how business value is created through improved efficiency, effectiveness, and user satisfaction.
It also provides practical guidance on building a business case for UX, identifying the right investments in people and process, and creating the conditions needed for sustainable, long-term improvement.
People I have worked with...
“In addition to his creative talents, Jeremy brings a positive energy to projects that inspires ideas in others and drives projects forwards.”
Clive Howard
CTO
“Jeremy is a brilliant leader and an excellent person”
Adam Tilley
Delivery Director
“Overall, Jeremy not only measurably improved our products but also made us realise that UX touches every interaction a user or customer might have with our company - our products, our website, our brand, our events, our support interactions.”
Chris Clark
CTO
“Jeremy brings an excellent style of constructive collaboration to teamwork and decision making, even in the most demanding creative or operational environments.”
Justin Leavesley
CSO
“Always a self-starter, highly motivated and continually seeks to expand his skills in every role he takes on, from design and UX to leadership”
Kate Melsom
CBO
“Jeremy is a great manager and a lovely guy. I learnt a lot under his leadership and I’m very pleased we got the opportunity to work together.”
Nathan Meek
Senior UX Designer
Speaking & Press
Let’s talk about your UX challenges
Connect on LinkedIn