Dominic Jones

Senior UX engineer / Product design / front end

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I’m a seasoned web all-rounder, with a broad & deep skillset wrought from 25 years’ experience.
I have extensive experience in many digital roles - creative director, webmaster, designer, developer, user researcher, team lead, UX lead.
I’m a proven design thinker & strategist, confident working in both agile and waterfall methodologies.
I love what I do and see every day as a new day in school.

Cups of coffee
Lines of code
Photoshop layers
Completed projects
usability testing sessions
Years experience

Case studies


Customer focused local council website

I worked for Liverpool City Council for 15 years as an integral part of their Digital Services team overseeing 5 design iterations of In 2011 we performed a customer focused “Top Tasks” optimisation of the site which served as the template for a new generation of transactional council websites more


Identity provider for UK government

Working with the UK government digital service (GDS) on class-leading software as a service to enable UK citizens to register for vital services such as universal credit. I am responsible for all UX strategy and product design as well as ongoing conversion uplift and new opportunity generation. more


Game changing flexible insurance app

Dayinsure want to change the way people buy insurance. My role was to come up with an app which allowed a person to buy insurance for anything, anywhere, anytime. Working hand-in-hand with a their product designer we came up with a concept which was demonstrated to Dayinsure’s industry leading underwriting partner causing great excitement


Digital Engagement Strategy

I worked closely with local government digital colleagues nationwide through the LocalGovDigital working group on the first draft of Liverpool City Council's Digital transformation Strategy.


Electronic library for Liverpool

ReadLiverpool is a full-featured electronic library for the citizens of Liverpool. I acted as Product Owner, Lead Designer and developed the site from photos to sketch, to mockup, to functional HTML/CSS/Javascript prototype. Working closely with library staff, the site was extensively usability tested across the full demographic range of Liverpool citizens so as to be as easy to use as possible.


Local government iconset

Originally produced for in 2011, my local govt specific Icon set has found its way across the internet and can be seen on local government sites across the world


'Pipeline' - project management application in angular.js

Looking to learn angular.js in my spare time I took it upon myself to build a useful project as a sideline. Back ended on the trello API, Pipeline manages team resources to agile projects, showing gantt chart views of project timelines, resources and team leave.


Digital marketing strategy for council fostering service

I was engaged by Liverpool City Council’s fostering team to help resolve a crisis in local foster care provision due in large part to competition from more expensive Independent agencies targeting foster carers on social media and search. Working closely with the fostering team we convinced senior council leaders to fund a one-off proof of concept digital marketing push aligned with a relaunched and rebranded council fostering web offering.


Corporate intranet IA redesign

Liverpool City Council employs over 7,500 staff over 50+ sites. The corporate intranet is a massively important tool for internal communications and self-serve transactions for council staff. My team undertook an extensive consultation exercise to establish the key tasks and deliverables of the site. Extensive qualitative and quantitative research was performed including staff surveys, Top Task analysis, treejacking of the IA and a new focus around staff location rather than organisational grouping.


Multi-site Customer Support Application

Dayinsure offer branded versions of their product to industry partners, so when it came time to redesign their call-centre support application, thought needed to be given to rebranding for white-label design. I performed user research with customer support teams before working up a fully-functional HTML/CSS/JS mockup which is being used to code the new application


Non-profit digital transformation

I was engaged by the Centre for Alternative Technology (CAT) to undertake an audit and propose a re-organisation of their full digital infrastructure. My report, detailing outsourcing of hosting and close coupling of 3rd party SaaS solutions for ecommerce, e-learning, marketing, CRM and booking enabled the charity to completely transform its whole offer with no impact to total cost of ownership.


Continual improvement programme

Council websites typically get updated in huge “one-hit” projects every 5 years or so in-between which content & quality tends to deteriorate. I implemented a 2 year rolling improvement programme which ensured every section of was revisited regularly, with content audits, user feedback and remote testing leading to in-programme mini-projects as well as generating larger projects for the development team. Integrated with the engagement strategy this also allowed us to start doing “digital transformation by the back door”



Sefton Park, Liverpool, L17 2AS