My name is Jay Echteld. I’m a Lead Product Designer specialising in complex, AI powered SaaS products across legal and financial technology.

I’ve spent over a decade designing digital products, originally drawn to the craft through a fascination with both moving and still visuals. That early grounding in visual design evolved into a deep focus on product thinking, systems design, and user experience, shaped by years of working across different industries, audiences, and technical constraints.
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This breath of exposure has resulted in a solid foundation in design and user experience designing. Over the last 5 years, I have married my love for technology and design with my drive to see the needs of the user presented and exceeded. 

Over the last several years, my work has centred on solving complete product problems. I design end to end, from early discovery and strategy through to execution and delivery, often partnering closely with founders, engineers, and domain experts.
Much of my experience sits in high stakes environments where workflows are complex, data is messy, and trust is critical.
I’m particularly interested in how AI can be applied responsibly within real products. Not as a novelty, but as a practical tool that reduces cognitive load, improves decision making, and integrates naturally into established workflows. My approach is systems oriented and outcome driven, with a strong emphasis on clarity, scalability, and long term product health.
At my core, I enjoy untangling complexity and turning it into something people can understand, trust, and rely on.

"A jack of all trades is a master of none, but oftentimes better than a master of one.”