Jo Wyton
Experience Design Lead
UX & Service Design
Hi, I'm Jo
I'm an Experience Design leader passionate about scaling the impact of design by fostering collaboration and engagement. I empower organisations to create impactful, intentional experiences that make a real difference and help drive transformation.
About me
Design leader | Mum | Baking enthusiast
I'm a believer in the power of creative problem solving. I started my career as a Geologist, honing my creative problem solving skills in the world of rocks and fossils. Geology to Experience Design sounds like a bigger leap than it is: Geology is half science, half creativity, and geologists thrive when skills in bringing together seemingly disparate pieces of data to create something new/solve a problem are combined with an ability to tell a story.
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As a leader I've always been passionate about creating environments where people can do great work and be their best, whole selves, whether that's within the team I'm leading or the wider organisation. As a leader, I've stood up business-wide training programmes from scratch, mentored junior members of staff, empowered non-specialists to get hands-on experience in the field their organisation operates in, and led initiatives to increase the openness and impact of design.​​
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I'm also mum to a nine year-old boy who has endless energy and ideas and blows my mind most days. I used to run a baking business, and still love baking when I get the chance. I also love musicals - Waitress, Les Mis, Come From Away - if there's singing and dancing, I'm there. My house is bright and colourful, and I obsessively paint and repaint anything and everything, including the kitchen cupboards - nothing is safe!
Skills
Leadership
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Strategic leadership
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People leadership
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Collaboration
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Communication
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Recruitment and nurturing talent
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Change management
Design
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User research
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User journeys (Miro)
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Interaction design, including low and high fidelity wireframes and interactive prototypes (Figma, Adobe XD)
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Service design
Experience
Experience Design Lead, PEXA UK
JUNE 2025-PRESENT
I oversee the user experience and service design for multiple B2B SaaS platforms. Although I’m still relatively new to this position, I’ve already kicked off and am managing several strategic initiatives. One key project is increasing our research maturity by getting the broader organisation more involved in the research we conduct. I’m passionate about promoting the importance of a business-wide customer-centric approach and recently had the chance to present to 120+ people across the organisation, sharing our new strategy and the exciting impact of our research maturity efforts.
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I lead a small but growing team of UX designers and I’m deeply committed to supporting their career growth and helping them build their professional skills. I've worked on restructuring the team to improve job satisfaction and I’m focused on making sure their contributions are visible to the wider business. Through our collective efforts to engage the wider organization and showcase the impact of our work, two of my team members recently won a company-wide award for innovation. Whilst they were the driving force behind the innovative solutions, I helped create the initial project framework, supported them in refining their ideas and encouraged them to present their work to a broader audience to highlight the positive changes they’re making.
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When I took this role on, I also advocated for expanding my responsibilities to include service design. I truly believe that service design is invaluable - not just for mapping out pain points and opportunities across complex journeys, but also for fostering cross-team collaboration. I've seen first-hand how it helps break down silos and brings teams together to solve problems, and I’m excited to continue introducing this approach to more areas of the business.
User Experience Designer, PEXA UK
2022-2025
I worked on end-to-end UX design for PEXA’s B2B SaaS platform. Collaborated closely with POs, BAs and Developers to build a product that challenged established ways of working whilst creating an intuitive experience. I worked on complex features from discovery to interaction design, which involved conducting user research with customers as well as internal SMEs, building user journeys that reframed existing platform behaviours, and wireframing and prototyping screens. I also conducted a phase of usability testing of the entire platform.
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Mentoring more junior members of the team was a key part of this role, and was a highlight for me. I actively encouraged the people around me to pursue their interests in specific areas of design, supporting them as much as needed whilst allowing them to find their own way.
Additionally, I brought Service Design into the business as a new way of working, and used it to bring key stakeholders together to reshape the onboarding journey for new customers.​​
User Experience Designer, Landmark Halliburton
2020-2022
In 2020, I took a step back from leadership to focus on more hands-on design work. I was responsible for the end to end design for multiple B2B products, re-envisioning user workflows and establishing effective architectural models before producing wireframes and interactive prototypes. Most of the products I worked with already had existing implementations, so my work demanded a high level of collaboration and engendering of a feeling of ownership of and enthusiasm for UX within the product team. Whilst working on these products, I was also responsible for a large integrated project looking at bringing together multiple independent applications into one consolidated user experience.
Head of User Experience, Landmark Halliburton
2018-2020
This role involved a balance of people and design leadership as well as hands-on design work. Together, my team and I crafted a series of interconnected user experiences that collectively challenged traditional oil industry workflows. This was achieved by establishing a more user-centric R&D culture in the business and promoting cross-team collaboration. I grew the design team from 5 to 30 designers working across a wide range of projects, requiring project management as well as people management skills.
Variety of leadership roles, Landmark Halliburton & Neftex
2008-2018
I started working for Neftex, an oil and gas consultancy, in 2006, and took on my first leadership role in 2008, managing a small team. As the company grew my role continued to evolve, culminating in being part of the Executive Committee. Neftex was then acquired by Landmark Halliburton, where I took a leading role in change management. Whilst in a Product Owner role with Landmark, I became increasingly interested in User Experience Design, and made a permanent move into design in 2018.