Joshua Santoso
Product Design & Innovation
Available
for work
I Turn Ambiguity into Successful Products
Product Designer with 9+ years of experience specializing in 0→1 innovation and growth. Currently building the future of food tech in London.
Based in London, available worldwide.
Joshua Santoso
Product Design & Innovation
Available for work
I Turn Ambiguity into Successful Products
Product Designer with 9+ years of experience specializing in 0→1 innovation and growth. Currently building the future of food tech in London.
Based in London, available worldwide.
Proudly worked with:
Proudly worked with:
My work
How I drove innovation in B2C consumer tech through the years
Mob
Led the product pivot that drove 143% subscriber growth.
Mob
Led the product pivot that drove 143% subscriber growth.
Atom Learning
Establishing value-first principle for 38% conversion growth
Atom Learning
Establishing value-first principle for 38% conversion growth
Cookpad
Architecting social interaction: 4.3% global retention lift.
Cookpad
Architecting social interaction: 4.3% global retention lift.
Strategic Levers
Here’s how I can help bring your vision to life:
Product Strategy
Defining the "Why" and "What" before the "How." Turning business goals into clear product roadmaps.
0→1 Innovation
Rapid prototyping and design sprint to de-risk expensive builds and validate market fit.
Human-Computer Interaction Design
Designing for trust, agency, and transparency for AI or similar context-heavy projects.
Design Systems
Operationalizing design to increase engineering velocity and reduce decision fatigue at scale.
Product Strategy
Defining the "Why" and "What" before the "How." Turning business goals into clear product roadmaps.
0→1 Innovation
Rapid prototyping and design sprint to de-risk expensive builds and validate market fit.
Human-Computer Interaction Design
Designing for trust, agency, and transparency for AI or similar context-heavy projects.
Design Systems
Operationalizing design to increase engineering velocity and reduce decision fatigue at scale.
2026
2026
2025
2024
2023
2022
2021
My journey through design
The milestones and experiences that have shaped my career.
Lead Product Designer
Mob
2024 - Current
Lead Product Designer
Mob
2024 - Current
Senior Product Designer
Atom Learning
2023-2024
Senior Product Designer
Atom Learning
2023-2024
Senior Product Designer
Cookpad
2020-2023
Senior Product Designer
Cookpad
2020-2023
Product Designer
Grab
2018-2020
Product Designer
Grab
2018-2020
Product Designer
Various
2016-2018
Product Designer
Various
2016-2018
Words from
people I worked with
Rob Peart
Founder of Testbed Studio
Josh is a fantastic product designer and very talented illustrator. He's got this unique skill of bringing life to the most mundane of flows. He's inquisitive, proactive, professional and cooks a mean fried-rice. I can't recommend him enough.
Rob Peart
Founder of Testbed Studio
Josh is a fantastic product designer and very talented illustrator. He's got this unique skill of bringing life to the most mundane of flows. He's inquisitive, proactive, professional and cooks a mean fried-rice. I can't recommend him enough.
FAQ
What types of problems motivate you?
0→1 Ambiguity. I thrive in the messy middle where the business goal is clear but the solution is undefined. My strength lies in de-risking this uncertainty through rapid validation and converting abstract opportunities into shipping products. I enjoy the challenge of turning a vague mandate into a concrete roadmap.
How do you measure the success of your work?
Answer
How do you work with Product and Engineering?
Answer
How do you elevate the design quality of the wider team?
Answer
How do you work with AI?
Answer
What types of problems motivate you?
0→1 Ambiguity. I thrive in the messy middle where the business goal is clear but the solution is undefined. My strength lies in de-risking this uncertainty through rapid validation and converting abstract opportunities into shipping products. I enjoy the challenge of turning a vague mandate into a concrete roadmap.
How do you measure the success of your work?
Answer
How do you work with Product and Engineering?
Answer
How do you elevate the design quality of the wider team?
Answer
How do you work with AI?
Answer
Journal
My Substack where I share updates, insights, and reflections on The projects I made with AI.