Hello, I’m Josh Payton.

I’m an American digital product designer living & working in London.

Over the last years I’ve been very fortunate to live in some of the greatest cities, work on some of the best products, and collaborate with some of the smartest people in the world.

I’m currently Vice President of User Experience at Huge in Europe where my teams are focused on a systems-oriented product design approach that emphasizes quick ideation, prototyping, testing and validation of the work we do for clients globally.

Previously I've held roles managing global user experience for the home and storefront pages at Amazon.com; leading visual design efforts for the News & Information group at Yahoo!; and heading up interactive design for Slate magazine at Microsoft and Washington Post/Newsweek Interactive.

In 2015 I was named the 47th most influential designer in the UK by The Drum.

In 2017 I was included in the BIMA 100 recognizing the digital industry's brightest stars who are shaping the future of Britain’s digital industry.


Credit Suisse Digital Private Banking.


Starting in early 2014 Credit Suisse set out to completely digitize the private bank's business and service model. I oversaw teams in London, Zurich and Singapore to completely redesign the way the bank interacts with it's clients.

Money SuperMarket.


My team in London created a design system for the UK's #1 price comparison website which increases discovery and improves conversion across 50 to 60 different product types including insurance, energy, mortgages, credit cards, and loans.
Read the full case study on Hugeinc.com.

Four Seasons.


Strategy and design to unify the digital experience for 150 Four Seasons properties allowing them all to accommodate unique content and revenue management requirements.
Read the full case study on Hugeinc.com.



My team in Brooklyn defined the mobile strategy and rolled out collaborative shopping tools for both customers and store employees. In the first 9 months we launched responsive web, iOS, Android and the employee app resulting in a 122% YOY increase in average sales per week on mobile.
Read the full case study on Hugeinc.com.

Royal Caribbean.


A complete overhaul of Royal Caribbean's digital properties from the ground up. Cruise booking is one of the most complicated online purchases you can make which we streamlined by redesigning the information architecture, making the content and UI more effective, and introducing management tools so users can easily manage everything from their itinerary, to their meals.

Fat Face.


With over 200 stores throughout the UK and Ireland, Fat Face is an established fixture of the high street. When they came to us looking to improve their ecommerce performance we wanted to create an online experience that has as much character as the stores. The result is a simple and unique online shop which has grown Fat Face's eCommerce by 39%.
Read the full case study on Hugeinc.com.