I’m Ismael , a designer based in London. Currently a Founding Product Designer at Housebets.
Contact
I’m Ismael , a designer based in London. Currently a Founding Product Designer at Housebets.
Contact
Since August 2025 I’ve been the Founding Head of Design at Housebets, a crypto casino and sportsbook. I’ve led the rebuild of the entire customer-facing platform, from the design system to the launch of the industry’s largest acquisition campaign.
Housebets
Building the design function from scratch, introducing AI-assisted design and development workflows to rebuild the entire platform and design system.
I joined Housebets when there was no established design function and took ownership of the end-to-end product experience across desktop and mobile. I started with a design audit across every surface, turning the findings into a shared library supporting twenty languages.
I also build what I design, taking work from Figma through to a merged pull request using an AI-assisted design-to-code workflow. This allowed me to move from concept to production much faster, while keeping the design and implementation closely connected.
Alongside the product rebuild, I established the design function itself, introducing new workflows and project tracking, creating hiring and onboarding frameworks, and building the design team from scratch.
42,031
Registrations in the launch month of the on-chain bonus, up from roughly 300 the month before.
75.9%
Signup completion during launch week, against a 20–28% baseline.
205
Pull requests designed, built and merged.
Housebets
Building the design function from scratch, introducing AI-assisted design and development workflows to rebuild the entire platform and design system.
I joined Housebets when there was no established design function and took ownership of the end-to-end product experience across desktop and mobile. I started with a design audit across every surface, turning the findings into a shared library supporting twenty languages.
I also build what I design, taking work from Figma through to a merged pull request using an AI-assisted design-to-code workflow. This allowed me to move from concept to production much faster, while keeping the design and implementation closely connected.
Alongside the product rebuild, I established the design function itself, introducing new workflows and project tracking, creating hiring and onboarding frameworks, and building the design team from scratch.
42,031
Registrations in the launch month of the on-chain bonus, up from roughly 300 the month before.
75.9%
Signup completion during launch week, against a 20–28% baseline.
205
Pull requests designed, built and merged.
From 2021 to 2025 I was a Senior Product Designer and Accessibility Lead at Amazon, working across the US and UK. During that time, I led the design for two significant launches, reaching millions of customers globally.
From 2021 to 2025 I was a Senior Product Designer and Accessibility Lead at Amazon, working across the US and UK. During that time, I led the design for two significant launches, reaching millions of customers globally.
Amazon Autos
Bringing car buying to Amazon for the first time. Reimagining the experience with transparency, simplicity, and customer obsession.
I was the Lead Designer on Amazon Autos, helping bring the car-buying experience to Amazon customers. As one of the first designers as part of a 0 → 1 initiative, I focused on crafting a seamless, transparent, and customer-first journey—simplifying the traditionally complex car-buying process into a single, easy-to-use platform where customers can complete their vehicle purchases entirely online.
I led the design of the lower funnel experience, including saved cars (cart), checkout, and post-purchase, and drove accessibility initiatives across the entire experience to ensure an inclusive and user-friendly journey.
200%
Achieved twice the first-month sales target.
79.8
Net promoter score (34% above target).
12 mins
Average time to complete checkout.
Amazon Autos
Bringing car buying to Amazon for the first time. Reimagining the experience with transparency, simplicity, and customer obsession.
I was the Lead Designer on Amazon Autos, helping bring the car-buying experience to Amazon customers. As one of the first designers as part of a 0 → 1 initiative, I focused on crafting a seamless, transparent, and customer-first journey—simplifying the traditionally complex car-buying process into a single, easy-to-use platform where customers can complete their vehicle purchases entirely online.
I led the design of the lower funnel experience, including saved cars (cart), checkout, and post-purchase, and drove accessibility initiatives across the entire experience to ensure an inclusive and user-friendly journey.
200%
Achieved twice the first-month sales target.
79.8
Net promoter score (34% above target).
12 mins
Average time to complete checkout.
The Amazon Barclaycard
Transforming Amazon’s flagship UK credit card—simplifying sign-up, elevating design, and unifying the Amazon and Barclays experience.
I led the design for the relaunch of Amazon’s co-branded credit card, driving efforts to acquire new cardholders while seamlessly transitioning existing ones. My role encompassed leading research, UX and visual design, and delivery—ensuring a straightforward and consistent experience across both Amazon and our partner bank’s, Barclays, platforms.
A key aspect of my work was introducing a step-by-step, one-thing-per-page application format to Amazon, significantly reducing errors and improving completion rates. I was also responsible for graphic design and branding efforts, designing the physical card and leading the naming process while collaborating closely with brand leaders across both Amazon and Barclays.
8.3%
Increase in application form completion.
11.7%
Reduction in time to submit application.
34%
Reduction in application form errors.
The Amazon Barclaycard
Transforming Amazon’s flagship UK credit card—simplifying sign-up, elevating design, and unifying the Amazon and Barclays experience.
I led the design for the relaunch of Amazon’s co-branded credit card, driving efforts to acquire new cardholders while seamlessly transitioning existing ones. My role encompassed leading research, UX and visual design, and delivery—ensuring a straightforward and consistent experience across both Amazon and our partner bank’s, Barclays, platforms.
A key aspect of my work was introducing a step-by-step, one-thing-per-page application format to Amazon, significantly reducing errors and improving completion rates. I was also responsible for graphic design and branding efforts, designing the physical card and leading the naming process while collaborating closely with brand leaders across both Amazon and Barclays.
8.3%
Increase in application form completion.
11.7%
Reduction in time to submit application.
34%
Reduction in application form errors.
From 2015 to 2021, I worked as a Product Designer at Deloitte Digital. My final and most impactful project was for the NHS, designing iOS apps and solutions in response to the COVID-19 pandemic.
From 2015 to 2021, I worked as a Product Designer at Deloitte Digital. My final and most impactful project was for the NHS, designing iOS apps and solutions in response to the COVID-19 pandemic.
NHS TEST & TRACE
Designing a scalable digital solution to transform COVID-19 testing and streamline workflows across the UK.
As the Lead Designer on the NHS National Testing Programme, I helped create a suite of iOS apps to scale COVID-19 testing across the UK. The solution replaced inefficient paper-based workflows, enabling test sites to onboard rapidly and improve accountability. We collaborated closely with Apple designers and engineers to ensure the apps met consumer-grade expectations—delivering enterprise tools that were intuitive, accessible, and easy to use.
A core component of my work was leading the design of Dispatch, an app that tracked test kits from test sites to labs, ensuring accuracy and enabling labs to prepare for incoming volumes. By combining user research, usability testing, and iterative design, we delivered a robust and scalable solution that played a pivotal role in the UK's pandemic response.
9x
Increase in testing capacity.
74%
Next day results rate, up from 14%.
160m
Tests processed through our apps.
NHS TEST & TRACE
Designing a scalable digital solution to transform COVID-19 testing and streamline workflows across the UK.
As the Lead Designer on the NHS National Testing Programme, I helped create a suite of iOS apps to scale COVID-19 testing across the UK. The solution replaced inefficient paper-based workflows, enabling test sites to onboard rapidly and improve accountability. We collaborated closely with Apple designers and engineers to ensure the apps met consumer-grade expectations—delivering enterprise tools that were intuitive, accessible, and easy to use.
A core component of my work was leading the design of Dispatch, an app that tracked test kits from test sites to labs, ensuring accuracy and enabling labs to prepare for incoming volumes. By combining user research, usability testing, and iterative design, we delivered a robust and scalable solution that played a pivotal role in the UK's pandemic response.
9x
Increase in testing capacity.
74%
Next day results rate, up from 14%.
160m
Tests processed through our apps.
As well as these case studies, you can explore an archive of my previous work, including graphic design projects.
As well as these case studies, you can explore an archive of my previous work, including graphic design projects.
As well as these case studies, you can explore an archive of my previous work, including graphic design projects.
Thoughtful words from colleagues
Taken from my LinkedIn recommendations.
Ismael is a highly talented, driven, and influential senior designer. I have had the great luck of watching Ismael take ownership and deliver results on a number of large and complex projects. Ismael’s customer obsession is a recurring feature of his passion for insisting on delivering the best possible experiences. This is demonstrable in his ability to deliver detailed and comprehensive mixed methods research when needed. Ismael is a high performing addition to any team, and he will always be welcome in mine in the future.
Design Manager, Amazon Payments
Ismael is an exceptional designer who can take ambiguous asks and consistently deliver novel solutions at Amazon scale. His ability to generate and communicate diverse design concepts, while maintaining a commitment to quality, has been instrumental in advancing the Amazon Autos product vision. He navigates complex, ambiguous problem spaces with calm and confidence that balance business requirements and technical constraints. He's passionate about accessibility and inclusive design, and has elevated our team's output and improved the product's usability for all customers.
Ismael is a standout design talent. He has a deep understanding of foundational design principles, and consistently applies these in innovative and creative ways. He's an excellent communicator and collaborator and is always a pleasure to work with, lending his expertise to support ambitious goals and deliver delightful experiences.
Ismael Bashagha – 2025 – Designing trusted, scalable products for millions of users.
Thoughtful words from colleagues
Taken from my LinkedIn recommendations.
Ismael is a highly talented, driven, and influential senior designer. I have had the great luck of watching Ismael take ownership and deliver results on a number of large and complex projects. Ismael’s customer obsession is a recurring feature of his passion for insisting on delivering the best possible experiences. This is demonstrable in his ability to deliver detailed and comprehensive mixed methods research when needed. Ismael is a high performing addition to any team, and he will always be welcome in mine in the future.
Design Manager, Amazon Payments
Ismael is an exceptional designer who can take ambiguous asks and consistently deliver novel solutions at Amazon scale. His ability to generate and communicate diverse design concepts, while maintaining a commitment to quality, has been instrumental in advancing the Amazon Autos product vision. He navigates complex, ambiguous problem spaces with calm and confidence that balance business requirements and technical constraints. He's passionate about accessibility and inclusive design, and has elevated our team's output and improved the product's usability for all customers.
Ismael is a standout design talent. He has a deep understanding of foundational design principles, and consistently applies these in innovative and creative ways. He's an excellent communicator and collaborator and is always a pleasure to work with, lending his expertise to support ambitious goals and deliver delightful experiences.
Ismael Bashagha – 2025 – Designing trusted, scalable products for millions of users.
Since August 2025 I’ve been the Founding Head of Design at Housebets, a crypto casino and sportsbook. I’ve led the rebuild of the entire customer-facing platform, from the design system to the launch of the industry’s largest acquisition campaign.
Housebets
Building a design function from scratch and introducing AI-assisted design and development workflows to rebuild the entire platform. I audited the product surface by surface, rebuilt its design system, and shipped the experience across twenty languages.
I joined Housebets when there was no established design function and took ownership of the end-to-end product experience across web and mobile. I started with a design audit across every surface, turning the findings into a rebuild programme and a shared library of forty-five components, now supporting twenty languages.
I build what I design, taking work from Figma through to a merged pull request using an AI-assisted design-to-code workflow. This allowed me to move from concept to production much faster, while keeping the design and implementation closely connected.
Alongside the product rebuild, I established the design function itself, introducing new workflows, creating hiring and onboarding frameworks, and building the design team from scratch.
42,031
Registrations in the launch month of the on-chain bonus, up from roughly 300 the month before.
75.9%
Signup completion during launch week, against a 20–28% baseline.
205
Pull requests designed, built and merged.
From 2021 to 2025 I was a Designer and Accessibility Lead at Amazon, working across the US and UK. During that time, I led the design for two significant launches, reaching millions of customers globally.
Amazon Autos
Bringing car buying to Amazon for the first time. Reimagining the experience with transparency, simplicity, and customer obsession.
I was the Lead Designer on Amazon Autos, helping bring the car-buying experience to Amazon customers for the first time. As one of the first designers as part of a 0 → 1 initiative, I focused on crafting a seamless, transparent, and customer-first journey—simplifying the traditionally complex car-buying process into a single, easy-to-use platform where customers can complete their vehicle purchases entirely online.
I led the design of the lower funnel experience, including saved cars (cart), checkout, and post-purchase, and drove accessibility initiatives across the entire experience to ensure an inclusive and user-friendly journey.
100%
Above target in first month sales.
79.8
Net promoter score (34% above target).
12 mins
Average time to complete checkout.
The Amazon Barclaycard
Reimagined Amazon’s flagship UK credit card—simplifying sign-up, elevating design, and unifying the Amazon and Barclays experience.
I led the design for the relaunch of Amazon’s co-branded credit card, driving efforts to acquire new cardholders while seamlessly transitioning existing ones, increasing gross merchandise sales across Amazon, and promoting top-of-wallet behavior. My role encompassed leading research, branding, UX design, and delivery—ensuring a seamless and consistent experience across both Amazon and our partner bank’s, Barclays, platforms.
A key aspect of my work was introducing a step-by-step, one-thing-per-page application format to Amazon, significantly reducing errors and improving completion rates. I also spearheaded the graphic design and branding efforts, designing the physical card and leading the naming process while collaborating closely with brand leaders across both Amazon and Barclays.
8.3%
Increase in application form completion.
11.7%
Reduction in time to submit application.
34%
Reduction in application form errors.
From 2015 to 2021, I worked as a Product Designer at Deloitte Digital. My final and most impactful project was for the NHS, designing iOS apps and solutions in response to the COVID-19 pandemic.
NHS TEST & TRACE
Designing a scalable digital solution to transform COVID-19 testing and streamline workflows across the UK.
As the Lead Designer on the NHS National Testing Programme, I helped create a suite of iOS apps to scale COVID-19 testing across the UK. The solution replaced inefficient paper-based workflows, enabling test sites to onboard rapidly and improve accountability. My work focused on designing intuitive and accessible experiences that streamlined workflows for site operatives, couriers, and labs.
A core component of my work was leading the design of Dispatch, an app that tracked test kits from test sites to labs, ensuring accuracy and enabling labs to prepare for incoming volumes. By combining user research, usability testing, and iterative design, we delivered a robust and scalable solution that played a pivotal role in the UK's pandemic response.
9x
Increase in testing capacity.
74%
Next day results rate, up from 14%.
160m
Tests processed through our apps.
As well as these case studies, you can explore an archive of my previous work, including graphic design projects.
Thoughtful words from colleagues
Taken from my LinkedIn recommendations.
Ismael is a highly talented, driven, and influential senior designer. I have had the great luck of watching Ismael take ownership and deliver results on a number of large and complex projects. Ismael’s customer obsession is a recurring feature of his passion for insisting on delivering the best possible experiences. This is demonstrable in his ability to deliver detailed and comprehensive mixed methods research when needed. Ismael is a high performing addition to any team, and he will always be welcome in mine in the future.
Design Manager, Amazon Payments
Ismael is an exceptional designer who can take ambiguous asks and consistently deliver novel solutions at Amazon scale. His ability to generate and communicate diverse design concepts, while maintaining a commitment to quality, has been instrumental in advancing the Amazon Autos product vision. He navigates complex, ambiguous problem spaces with calm and confidence that balance business requirements and technical constraints. He's passionate about accessibility and inclusive design, and has elevated our team's output and improved the product's usability for all customers.
Design Manager, Amazon Autos
Ismael is a standout design talent. He has a deep understanding of foundational design principles, and consistently applies these in innovative and creative ways. He's an excellent communicator and collaborator and is always a pleasure to work with, lending his expertise to support ambitious goals and deliver delightful experiences.
Head of Credit Cards, Amazon Payments
Thoughtful words from colleagues
Taken from my LinkedIn recommendations.
Ismael is a highly talented, driven, and influential senior designer. I have had the great luck of watching Ismael take ownership and deliver results on a number of large and complex projects. Ismael’s customer obsession is a recurring feature of his passion for insisting on delivering the best possible experiences. This is demonstrable in his ability to deliver detailed and comprehensive mixed methods research when needed. Ismael is a high performing addition to any team, and he will always be welcome in mine in the future.
Design Manager, Amazon Payments
Ismael is an exceptional designer who can take ambiguous asks and consistently deliver novel solutions at Amazon scale. His ability to generate and communicate diverse design concepts, while maintaining a commitment to quality, has been instrumental in advancing the Amazon Autos product vision. He navigates complex, ambiguous problem spaces with calm and confidence that balance business requirements and technical constraints. He's passionate about accessibility and inclusive design, and has elevated our team's output and improved the product's usability for all customers.
Design Manager, Amazon Autos
Ismael is a standout design talent. He has a deep understanding of foundational design principles, and consistently applies these in innovative and creative ways. He's an excellent communicator and collaborator and is always a pleasure to work with, lending his expertise to support ambitious goals and deliver delightful experiences.
Head of Credit Cards, Amazon Payments
Thoughtful words from colleagues
Taken from my LinkedIn recommendations.
Ismael is a highly talented, driven, and influential senior designer. I have had the great luck of watching Ismael take ownership and deliver results on a number of large and complex projects. Ismael’s customer obsession is a recurring feature of his passion for insisting on delivering the best possible experiences. This is demonstrable in his ability to deliver detailed and comprehensive mixed methods research when needed. Ismael is a high performing addition to any team, and he will always be welcome in mine in the future.
Ismael is an exceptional designer who can take ambiguous asks and consistently deliver novel solutions at Amazon scale. His ability to generate and communicate diverse design concepts, while maintaining a commitment to quality, has been instrumental in advancing the Amazon Autos product vision. He navigates complex, ambiguous problem spaces with calm and confidence that balance business requirements and technical constraints. He's passionate about accessibility and inclusive design, and has elevated our team's output and improved the product's usability for all customers.
Ismael is a standout design talent. He has a deep understanding of foundational design principles, and consistently applies these in innovative and creative ways. He's an excellent communicator and collaborator and is always a pleasure to work with, lending his expertise to support ambitious goals and deliver delightful experiences.
Head of Credit Cards, Amazon Payments
Thoughtful words from colleagues
Taken from my LinkedIn recommendations.
Ismael is a highly talented, driven, and influential senior designer. I have had the great luck of watching Ismael take ownership and deliver results on a number of large and complex projects. Ismael’s customer obsession is a recurring feature of his passion for insisting on delivering the best possible experiences. This is demonstrable in his ability to deliver detailed and comprehensive mixed methods research when needed. Ismael is a high performing addition to any team, and he will always be welcome in mine in the future.
Ismael is an exceptional designer who can take ambiguous asks and consistently deliver novel solutions at Amazon scale. His ability to generate and communicate diverse design concepts, while maintaining a commitment to quality, has been instrumental in advancing the Amazon Autos product vision. He navigates complex, ambiguous problem spaces with calm and confidence that balance business requirements and technical constraints. He's passionate about accessibility and inclusive design, and has elevated our team's output and improved the product's usability for all customers.
Ismael is a standout design talent. He has a deep understanding of foundational design principles, and consistently applies these in innovative and creative ways. He's an excellent communicator and collaborator and is always a pleasure to work with, lending his expertise to support ambitious goals and deliver delightful experiences.
Head of Credit Cards, Amazon Payments
Ismael Bashagha – 2025 – Designing trusted, scalable products for millions of users.
Thoughtful words from colleagues
Taken from my LinkedIn recommendations.
Ismael is a highly talented, driven, and influential senior designer. I have had the great luck of watching Ismael take ownership and deliver results on a number of large and complex projects. Ismael’s customer obsession is a recurring feature of his passion for insisting on delivering the best possible experiences. This is demonstrable in his ability to deliver detailed and comprehensive mixed methods research when needed. Ismael is a high performing addition to any team, and he will always be welcome in mine in the future.
Ismael is an exceptional designer who can take ambiguous asks and consistently deliver novel solutions at Amazon scale. His ability to generate and communicate diverse design concepts, while maintaining a commitment to quality, has been instrumental in advancing the Amazon Autos product vision. He navigates complex, ambiguous problem spaces with calm and confidence that balance business requirements and technical constraints. He's passionate about accessibility and inclusive design, and has elevated our team's output and improved the product's usability for all customers.
Ismael is a standout design talent. He has a deep understanding of foundational design principles, and consistently applies these in innovative and creative ways. He's an excellent communicator and collaborator and is always a pleasure to work with, lending his expertise to support ambitious goals and deliver delightful experiences.
Head of Credit Cards, Amazon Payments
Ismael Bashagha – 2025 – Designing trusted, scalable products for millions of users.