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Designing AI products and much more.

Twenty+ years designing & shipping across product, graphic, web, motion & front-end development. Thirteen+ leading and building teams with humor and an entrepreneurial spirit.

“Joe was instrumental during DNN’s transition to a design-centered organization.”
Israel Martinez · Player Coach Worked with Joe on the same team · DNN
“He is not a pretentious designer — when he designs he always aims to solve the ‘right problem.’”
Kevin Tufts · Product Designer, Meta Worked with Joe on the same team · DNN
“Joe is a fantastic partner for any senior marketing executive in helping create a compelling brand identity.”
Azita Martin · VP & GM of AI for Retail, CPG and QSR Managed Joe directly · Get Satisfaction
Contact

Let's talk about a role.

Drop a line below and I'll get back to you within a couple of days.

About

A life of creativity & 20+ years of professional design

Through a long career, I am still thriving with a creative mindset, my passion to explore, fix, learn and help lead teams with empathy. Every day brings another amazing challenge and opportunities to put my creative and analytical mindset to work. Let's explore together.

Joe Richardson · Lead Product Designer · 13+ years leading & managing · San Diego, CA
01 · Beyond the work

Home · San Diego

A small universe.

I live in San Diego with my wife, my son, and a circle of friends who make up our little universe. My wife and I share so many things together: comedy, travel, art, people-watching, good food, and more.

On the field

Coaching and watching baseball.

I've enjoyed coaching and watching my son's baseball teams. The bigger reward has been watching him grow into a passionate and caring human with a huge drive.

Three years on a kibbutz

Universal traits, universal design.

I was raised in Israel for three years on a kibbutz, and I've travelled widely since. Different cultures have different ways. The introspection underneath is what I keep coming back to: the universal traits we all share. That observation shapes how I think about design.

Eighteen holes

Where the ideas show up.

Golf is how I step away from pressure. Most of my best ideas arrive somewhere mid-round, when I'm meditating through the next shot. Each day is a new adventure, and I tackle it that way, hoping for inspiring outcomes whether for family, friends, or work.

· Take the next step

Open to Staff+ and design leadership roles.

San Diego, hybrid or remote. Looking for a team where design has a seat at the table and AI is part of the work.

Contact me
· Elsewhere
Résumé · Updated April 2026

Joe Richardson.

Twenty+ years shaping graphic, web, video, B2C, B2B enterprise software at many companies including Marketo, ServiceNow, and Egnyte, with $3.3B in combined exits and 20k+ customers on shipped AI products for Egnyte.

01 / Career history
2021 — present
Product Design Manager · Egnyte
Cloud content collaboration and governance platform for the enterprise. Promoted from Lead UX Designer (2021–2024) to Product Design Manager (2024–present). Leads design for Copilot, Agents, and Smart Apps across 20k+ enterprise customers; co-led the platform redesign and shared component library across Web, Mobile, and Desktop.
2017 — 2021
Staff & Team Manager · ServiceNow
Enterprise digital-workflow platform powering IT, HR, and customer-service operations. Joined as Senior UX Designer in IT Operations Management (2017–2018), promoted to Staff in HR Service Delivery (2018–2021). Shipped incident-management surfaces and enterprise onboarding and case-management flows.
2015 — 2017
Senior UX Designer · Marketo
B2B marketing automation platform. Co-led the design system and shipped the campaign canvas. Acquired by Vista Partners for $1.8B.
2014 — 2015
Senior Product Designer · DNN Software
Open-source content management platform for .NET-based digital experiences. Led design through DNN's transition to a design-centered organization.
2013 — 2014
Senior Designer, UI / UX · Get Satisfaction
Customer-community platform for support and engagement. Shipped product surfaces alongside the product team.
2011 — 2013
Senior Designer, UI / UX · RealPage Inc.
Property-management SaaS for the rental real estate industry. UI and UX across multiple product lines.
2004 — 2011
Owner & UI/UX Design Consultant · Eyesoar Media
Seven self-employed years across web design, iOS app design, graphic design, and front-end development.
02 / Capabilities
Managerial
Hands-on
Managerial · lead

8+ years management

Lead and grow product design teams across enterprise SaaS. Hands-on with hiring loops, calibration, weekly 1:1s, growth conversations, and performance reviews. The slow craft of building a team that actually ships.

Managerial

Team mentorship

Career-ladder conversations, real growth plans, weekly 1:1s. The win, for me, is when someone leaves my team for a bigger role somewhere else.

Managerial

Hiring & onboarding

Own the loop end-to-end: rubric, recruiter brief, portfolio review, behavioral panel, calibration. First-90-day plans tailored to each new hire's level and adjacent partners.

Managerial

Resource management

Headcount and roadmap are the same conversation. I plan capacity quarterly, surface trade-offs early, and protect makers from churn so the work stays focused.

Managerial

Stakeholder management

PM and engineering treat me like a peer, not a service desk. I'm in roadmap planning, exec reviews, and architecture discussions before specs land.

Managerial

Exec communication

Present to VPs and the C-suite often. Lead with the user problem, not the design. Keep the deck shorter than they expect.

Managerial

Business acumen

Read the same signals leadership reads: ARR, retention, customer growth, gross margin. Design ROI is a conversation I walk into with numbers.

Managerial

Design process & ops

Sprint cadence, design review cycles, decision logs, definition-of-done. Light enough to feel agile, heavy enough that nothing slips.

Hands-on · lead

AI design flows

Prompt-to-output patterns, refusal contracts, source attribution, edit-after-send, agent loops. Currently leading AI surface design at Egnyte for Copilot, Agents, and Smart Apps.

Hands-on

Platform-level thinking

Component libraries, design tokens, governance, contribution models. Co-led the Egnyte platform redesign across Web, Mobile, and Desktop.

Hands-on

UX research

Interview design, synthesis, journey mapping, usability testing. Plus AI-assisted secondary research with Claude and Perplexity to compress weeks of public-narrative reading into days.

Hands-on

B2B-SaaS Enterprise

Twenty years in this register. Egnyte (cloud collaboration), ServiceNow (workflows), Marketo (marketing automation), DNN (CMS). Enterprise B2B is the muscle.

Hands-on

B2C

Steady (the post-diagnosis patient navigator) is a B2C surface. Tone, trust, and refusal patterns are the muscles I use here.

Hands-on

Business strategy

Translate design choices into business outcomes — revenue, retention, exit-readiness. Three of the companies I helped shape sold for a combined $3.3B (DNN, Marketo, Egnyte).

Hands-on

Onboarding & adoption

First-run experience, empty states, progressive disclosure, in-product education. The first three minutes of a product matter more than the next three months.

Hands-on

Service design

End-to-end journey across product, support, and human moments. ServiceNow (HR Service Delivery, ITOM) was where I learned the human/system handoffs are the product.

Hands-on

Graphic design

Brand identity, marketing surfaces, editorial illustration, custom type. Two decades of sharpening the visual register.

Hands-on

Web design

Marketing sites, product surfaces, design-engineered output. The freelance Eyesoar Media years lived in this register.

Hands-on

Product copy

UI strings, error tone, AI refusal language, microcopy. "Nice work, invoice sent" beats "Invoice #0012 transmitted successfully."

Hands-on

Data-driven design

Pair design hypotheses with measurement — product instrumentation, funnel analysis, A/B-aware iteration. Build for what shipped, not what demoed.

Hands-on

Personas

Real-user archetypes drawn from interview synthesis, not made up. Caregiver-vs-patient dyads on Steady; freelancer-vs-buyer asymmetry on Sole.

Hands-on

Video editing & animation

After Effects, Premiere, Lottie, motion design for product. Shipped product motion at multiple companies and edited my own showreel.

03 / Company acquisitions

The large outcomes

Along my design journey I've been lucky enough to help multiple businesses get acquired, including DNN Software, Marketo & Egnyte.

20+
Design-years inventing + creating + designing
$3.3B
Combined acquisitions · DNN + Marketo + Egnyte
8+
Years in design management
6
Companies shaped · Series A → public-ready
04 / Design leadership highlights
  • Manager, AI Design Capabilities Copilot, Agents & Smart Apps · Egnyte
  • Research co-lead Core SaaS platform flows · Egnyte
  • Design Manager, ITOM & Lead Designer, HRSD Core workflows & tasks · ServiceNow
  • Design systems co-lead SaaS marketing platform · Marketo
  • Owner, freelance business Self-employed · 7 years
  • Filmmaker, producer & director Wrote, produced and directed an indie comedy feature
05 / Design ROI for the business

Egnyte — Helped create managerial guidelines and more fluid design processes between Engineering, PM, and design groups, while presenting, pushing, and executing on visionary concepts. Outright purchase ($1.5B) by GI Partners and TA Associates.

Marketo — Co-led a complete visual and UX language redesign that gave Marketo a fresh, modern feel across its SaaS offering. Outright purchase ($1.8B) by Vista Partners.

06 / High level categories

The verticals I've shaped in.

Twenty years means a lot of rooms. The themes that repeat are the ones I lean on.

Enterprise SaaS

Egnyte · ServiceNow · Marketo · Get Satisfaction

The room where reliability is the brand.

AI surfaces

Egnyte Copilot, Agents, Smart Apps · Steady · Sole

Where trust is built one micro-interaction at a time.

Design systems

Egnyte · Marketo · ServiceNow component work

Tokens, components, and the governance that keeps them honest.

Service management

ServiceNow ITOM · HR Service Delivery

Dense flows where ambiguity costs the team time.

Marketing & sales tech

Marketo · Get Satisfaction

Tooling for the people who actually run the funnel.

Freelance & B2B tooling

Sole · Self-employed 2004–2010

Where the user is also the buyer, the bookkeeper, and the support team.

07 / What's next

The conditions where I do my best work.

If any of this matches with what you're hiring for, I'd love to hear about it.

The role

Staff+ design or design leadership. AI-product design preferred. Equal parts strategy and craft, with the seat at the planning table that goes with that.

The team

Engineering and product partners who treat the user problem as the brief. A culture where design is consulted before the spec, not asked to polish what's already shipped.

The shape

San Diego-based. Hybrid or remote. Open to bay-area travel and the right offsite cadence. Looking for a long nexrt chapter, not a short one.

08 / Elsewhere
· Take the next step

Open to Staff+ and design leadership roles.

San Diego, hybrid or remote. Looking for a team where design has a seat at the table and AI is part of the work.

Contact me
Select work · 2026

Select work.

Contact

Let's talk.

Send a note about a role, a team, or a project. I read every message and reply within a day.

01 / Send a message
02 · Elsewhere

Sole · Designing for the freelancer

Sole · Full App · 2026

An AI-driven application for the freelancer

Overview

AI-native freelance OS.

Problem statement

Six tools, one job.

Goals

10 hrs back. Trustworthy AI.

Role & Process

Founder. End-to-end.

Research

8 tools, 12 stages, 8 tones.

Feature proposal

Five new AI patterns.

Sole App

Sole design system & Next.js.

What's next

Beta Q3 2026.

  • Sole marketing site — ‘Freelancer designed for freelancers’ landing page with the orange sun, app surface previews, and the freelancer character.
  • Sole product preview — Dashboard view with AI Brief banner, revenue and outstanding cards, recent activity feed, and Top clients ranked by lifetime revenue.
  • Sole design system V2 — Foundations page showing the Ember, Midnight, Sand, Clay, Paper, and Ink palette plus the Contracts illustration set.

Hinting for quick priorities.

AI Mode

On by default for the productivity gain. Off in one tap for anyone who doesn't want it. The trust is informed, not implicit.

AI contextual opportunities.

AI Aside

Reads the current page. Hints the next move. Earns the next click by being right.

AI's power to create

Contextual AI

Give a clue. A website, a project name, a voice memo. Sole drafts from the freelancer's own past work.

01 · The research

Research competition and AI platforms.

Freelance workflow findings & AI-driven paths

Flow study outcomes: Protect · Define · Get PaidTop three AI workflows that take admin off the freelancer's plate.

Pre-Sales

Win

Setup

Do

Get Paid

Grow

Stages defined by research. AI handles the toughest.

Mapped the full freelance journey and pared it down to the most helpful 12 stages, then focused on where AI will save the most headaches, cost, and time. This became a map for Phase 1.

Pain level Low Medium Critical
Voice study & AI tone exploration

Voice & tone research: Like a partner, not a process.One voice principle. Three AI workflow voices: Contracts, Business, Qualify.

02 · Visuals and style-guide
s le

A design system for freelancers who run themselves like a business.

Sole is the operating system for independent workers. This is the living library that every screen, email, export, and nudge is built from.

Version
v0.1 · April 2026
Stack
Next.js 15 · Untitled UI React
Owners
Joe Richardson
Motion
Baked into core tokens

Patterns for 1 voice

Palette
Sole design system palette — Ember, Midnight, Sand, Clay, Paper, and Ink color swatches with hex values, plus Contracts illustration set in those colors.

Custom created illustrations give modern life and animation delight for end users with a beautiful color palette.

A logo in many variants

Brand
Sole design system — the Sole mark shown across five named sizes (xs through xl) plus an on-dark variant, each tuned for kerning, ring stroke, and baseline.

Multiple logo variants for almost any web, print or video project and a logo mark with originality and animated delight.

Components for all

Components
Sole design system UUI components — badges, avatars, and the Toggle / Progress / Tabs row, all tuned to the Sole brand on top of Untitled UI React.

Badges, avatars, toggles, progress bars, and more. The Sole design kit is used as a basis for every Sole flow & crosses over to support marketing.

View style-guide Full system · opens in a new tab
03 · The Sole Marketing Brand
Marketing site & brand campaigns

Marketing the brand: one voice, every surface. Hero landing page, social campaigns, and partner-ready collateral, all cut from the same Sole identity.

· Bring the next one home

Open to Staff+ and design leadership roles.

I'd love to hear about your next project, your company, and the mission behind it.

Get in touch
All case studies Index of work. 07 projects · 2010 — 2026 Next case Egnyte S&G · one dashboard, every product. 2024 — 25 · Lead Designer · platform pilot

Egnyte S&G · one dashboard, every product

Egnyte · S&G · 2024 — 25

Egnyte's first reusable dashboard, designed as the platform pilot.

Overview

Governance dashboard, built to scale.

Problem statement

Fragmented widgets, no shared system.

Goals

Revenue, engagement, platform reuse.

Role & Process

Lead designer, co-design partner.

Research

Admin interviews + Pendo audit.

Framework

Modular widgets, one grid.

Design & Dev

Specs, components, 95% vetted.

What's next

Every Egnyte dashboard.

  • S&G Summary Dashboard variant — top-to-bottom dashboard surface including open issues, risk gauge, severity bars, classification widgets, and the coverage stats row.
  • S&G Admin dashboard hover-states detail — Risk Score gauge (Low → Moderate → High → Very High → Critical) with annotated tooltips, the Open Issues bar chart over the last 7 days, and the ‘Fix risky content’ dropdown open.
  • Mini horizontal bar chart component — developer spec sheet showing anatomy, dimensions, color tokens, and accessibility notes for the reusable widget.
01 · The research

Every broken widget, named.

02 · The framework

One grid. Modular widgets. Built for enterprise scale.

One grid, every product.

Framework
General framework layout — the underlying responsive grid every dashboard widget snaps into.

One responsive grid that every widget snaps into. Same anatomy across Enterprise, Lite, and any future Egnyte dashboard. Designed once, deployed everywhere.

Anatomy, codified.

Guidelines
Dashboard widget design guidelines — sizing rules, padding, accessibility constraints, and state coverage.

Sizing, padding, type scale, color tokens, accessibility floor, and the rules each widget must keep to live in the system. Predictability is the feature.

Components, spec-ready.

Dev handoff
Single score component dev spec — every state, every token, hover, focus, empty, and error all annotated for engineering.

Every widget shipped as a fully-specced component. States, tokens, interactions, edge cases. 95% vetted by front-end engineering before handoff.

04 · Marketing the system

Built for adoption, not just shipped.

UX 2565 · Marketing personalized illustrations

Personalized previews, in-product onboarding, marketing illustrations. A dashboard becomes a feature only when customers can see themselves using it. So I built the surrounding surface — every Egnyte customer received a personalized preview rendered with their own data, in-product modals walked admins through what they were looking at, and the marketing illustrations stitched the story together for sales.

All case studies Index of work. 04 projects · 2010 — 2026 Next case Egnyte CFS · Quick View redesign. 2024 — 2025 · Manager, Product Design

Quick View · #1 workflow improved

Mgr & Lead Designer · Egnyte · 2025

For a data storage company like Egnyte, finding the right file quickly is key.

Overview

Quick View, in the right drawer.

Role

Phase 1 lead designer/researcher.

Problem

No way to quickly visualize files.

Research

Metrics, heuristics, competitors.

Explorations

Full team participation.

MacBook Pro showing the Egnyte file list before Quick View opens
02 · Role

Phase 1 lead, research and design.

Phase 1 design, four-person UX + CI team. Synthesis became Quick View. Joe led the effort and V1 design, Jarek polished.

03 · Problem

Multiple clicks. Multiple round-trips.

Joe had been raising the preview problem for months. CFS and Secure & Govern both. The director cleared time to research it. Product bought in.

01 · The view Where every file hunt starts.
02 · The data Preview owned the day. Seven minutes of it.
03 · The audit Every action a second click away.
04 · Research

A large effort with 4 tracks.

Lukasz on insights, Harsh on data, Ayesha + Rakesh on competitive, Joe on heuristics. Four lenses, one finding.

  • Heuristics & Lead Design
    Joe
    Research, synthesis and lead design on MVP
  • CI
    Lukasz
    Customer insights
  • Data
    Harsh
    Product metrics
  • Competitive
    Ayesha
    WebUI teardown
  • Competitive
    Rakesh
    Mobile teardown
05 · Project delivery

The right drawer delivered and shipped.

The right drawer already existed, doing light work. The thesis was simple. Pull every preview intent into that drawer. Keep the file list put.

· Bring the next one home

Open to Staff+ and design leadership roles.

I'd love to hear about your next project, your company, and the mission behind it.

Get in touch
Previous case Egnyte S&G · one dashboard, every product. 2024 · 25 · Lead Designer · platform pilot Next case Steady · the calm AI navigator. Founder & CDO · Primis Merian · 2025

Steady · empathy driven AI navigator

Joe Richardson · Founder · 2026 — present

AI-powered companion built for the most overwhelming days of your life.

Overview

AI-native post-diagnosis navigator.

Problem statement

One letter, no map.

Goals

Seven days, held. Trustworthy AI.

Role & Process

Founder. End-to-end.

Research

Public narratives. Five themes.

Feature proposal

Three lanes. Refusal pattern.

Steady App

Steady design system & Next.js.

What's next

Pilot 2026.

Steady — Health Plan screen Steady — Brief screen
Try the demo Real working demo · opens in a new tab
View style-guide Full system · opens in a new tab
Steady — Anything to read upload screen with a prescription label preview added

Steady's core mission is easing a complicated medical process.

Snap a photo of the diagnosis, upload medications, charts, or describe the diagnosis in plain words. Steady reads the items, drafts questions, recommends research from reliable medical sources, creates a next-visit guide, and refuses to solve what only a clinician should. There is also an AI-driven question and answer for anything the end user wants to discuss.

01 · Research

How I got to the five hard things.

The disease is medical, the cost is financial and the experience is life. Through the research findings, these were the core themes that most of the user journeys should be based around. Color was used in the visual designs to represent themes in a subtle manner.

03 · Brand & voice

Warm, not clinical. Calm, not chirpy.

Mark and animation

The mark is one S-curve, five rays, one horizon. The S never closes. The rays fan from a single anchor point on the curve. Stability and warmth, in two strokes.

Palette

  • Espresso #1A140E Primary surface, ink
  • Cream #FDF1DC Surface, type on dark
  • Honey #DBA85A Brand mark, primary CTA
  • Medical blue #6B9BD8 Clinical lane, source citations
  • Money green #5DAE7E Money lane, completion
  • Clay #C46B4D Refusal, boundary, caution

Six tokens carry every surface, state, and lane. Reds and yellows are reserved for severity, never decoration. Each color earns its meaning.

Type & voice

Today.

Three things matter.

  • Source Serif 4 · editorial moments, narrative, every line of voice.
  • Inter · UI, body, microcopy.
  • JetBrains Mono · tokens, tabular figures, eyebrow labels.
Voice V.01

Steady's voice is one voice across every surface. Calm. Specific. First-person plural. The product tone benchmark is a calm, well-trained nurse navigator who happens to be on the phone whenever you need them.

No celebrations. No streaks. No badges. No emoji. No exclamation points. No gamification. The voice never performs.

View style-guide Full system · opens in a new tab
04 · The three lanes

Medical · money · life.

MEDICAL #6B9BD8

The clinical lane.

Appointments, clinical decisions, diagnoses, clinical questions, source-citation moments. Medical blue is the only color that sources from primary documents — when you see it, the line you're reading came out of your records.

MONEY #5DAE7E

The financial lane.

Bills, insurance, financial aid, pre-authorizations, appeals, financial-aid found tags, “Sent” confirmations. Money green never tracks debt — it confirms a move was made.

LIFE #DBA85A

The daily-life lane.

Daily life logistics, family communication, work and FMLA, emotional support, daily rhythm. Life is honey because it is the warmth — the part of the week that wants to be a week.

Operational rule

Anticipatory ranking of 1–3 cards across Medical / Money / Life lanes. AI selects what's worth surfacing today based on time, deadline pressure, and user context. Never more than three cards. Always source-attributed and dismissable.

08 · Marketing surface

A voice you'd actually trust.

FROM THE STEADY MARKETING SITE

It is not a chatbot.

It is not a tracker.

It is a navigator.

Like a calm, well-trained nurse who fits in your phone and shows up exactly when something needs your attention.

In-product strings · verbatim
  • “Review and send”
  • “See the questions”
  • “Yes, accept”
  • “We drafted the request.”
  • “Sending today saves about four days.”
  • “Notify me”
  • “Drawn from your records.”
  • “Steady never decides for a clinician.”
· Bring the next one home

Open to Staff+ and design leadership roles.

I'd love to hear about your next project, your company, and the mission behind it.

Get in touch
All case studies Index of work. 04 projects · 2010 — 2026 Next case Sole · AI-Driven freelance app. 2026 — present · Founder & CDO