Luke Keast

Product Design & Experience Leader

Design executive with 20+ years shaping end-to-end user experiences and product strategies across complex, global ecosystems. Specialising in scaling AI-first design operations, bridging digital and physical touchpoints, and aligning design with measurable commercial growth.

View my work Get in touch
20+Years experience
+30%Conversion uplift
100M+Weekly active users
Portrait of Luke Keast
London, UK
Trusted by
Toyota BBC Topshop Furniture Village Timberland Specsavers Engie Ann Summers
About

Unifying product strategy for omni-channel digital platforms.

For 20+ years, I've led product design across complex e-commerce, SaaS, and connected physical platforms. I specialize in embedding AI workflows, building robust design systems, and leading high-performing teams that turn tough UX challenges into high-impact business outcomes.

  • Product Strategy
  • User Research
  • UX & UI Design
  • Design Leadership
  • Prototyping
  • Usability Testing
  • Data Visualisation
  • Design Systems
  • AI workflows
20 years Strategic leadership across design, research, and product strategy
+30% Delivered in multi-channel membership conversions at IWG
£10M+ Enterprise design budgets managed across global platforms
£5M+ Projected long-term revenue through product and UX optimisations
Selected work

Case studies

Strategic product redesigns, AI-first design workflows, and end-to-end user experience transformations.

  • Omni-channel CX
  • Conversion Strategy

IWG / Regus

Engineered seamless omni-channel customer journeys connecting digital acquisition to physical workspace locations.

+30% conversion growth
  • Product Leadership
  • Vision & Strategy

Auction Technology Group

Scaled global marketplace design operations, unlocked £500k initial revenue uplift through core UX optimisations, and laid the product vision for IPO.

£500k revenue uplift
  • Product Strategy
  • Data Visualisation

Aviva Investors

Reimagining Client Reporting for one of the UK's largest asset managers.

New digital report + tools
  • User Research
  • Information Architecture

Toyota

Improving the usability of Toyota's aftersales & finance products.

56% → 96% task success
  • Responsive Design
  • UX Strategy

Arcadia Group

A large-scale responsive product design project spanning all 7 Arcadia brands globally.

150+ hi-fi wireframes
  • Data Visualisation
  • News UX

BBC

Defining the visual storytelling for the 2017 UK General Election results.

100M+ unique users
Testimonials

What people say

Luke is an exceptionally rare talent who combines high-level product vision with rigorous operational execution. He elevates every team he leads and consistently delivers experiences that move the needle.
Fernanda Algazel
Fernanda AlgazelGlobal Director, IWG
Luke is a gifted partner who seamlessly blends left and right brained skill to power his strategy. Commercially driven while never losing sight of consumers.
Lesa Musatto
Lesa MusattoCMO, ATG
Luke's ability to influence C-suite leaders and align them around his strategic vision was particularly impressive. He's not only a strong product leader but also empathetic.
Misook Ji
Misook JiSenior Director, ATG
Luke has the rare ability to present things in a simple way, even when dealing with complex user journeys and interactions.
Melvin Simpson
Melvin SimpsonSenior Consultant, Biglight
Luke is everything you want - smart, knowledgeable, inquisitive, pro-active, creative yet pragmatic.
Matt Le Gresley
Matt Le GresleyHead of UX, Jellyfish
Luke joined Arcadia and instantly hit the ground running, bringing a wealth of experience and a healthy dose of enthusiasm.
Natascha Piechowski
Natascha PiechowskiDigital Product Owner, Arcadia
Contact

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Luke Keast
Luke Keast

Product Design & Experience Leader

Download full portfolio (PDF)
Case study

The challenge

IWG's 12 brand websites and apps - spanning Regus, Spaces, HQ and Signature - had fallen behind, despite memberships driving over 90% of the business's ~£100m annual revenue. Every unnecessary step, unclear form field and cluttered layout in the sign-up journey was quietly costing conversions.

Rebuilding for conversion

I built a new Design System from scratch and hired a team of product managers and developers to lead the redesign. Together we stripped unnecessary steps out of the membership sign-up flow and reworked the layout, form fields and copy across all 12 brands to remove friction at every stage.

Streamlined booking search screen in the redesigned Regus app Digital membership card and quick access screen

Expanding the offer

Alongside the sign-up redesign, I introduced new product categories - including Board Room and Executive Meeting Room - and rebuilt the core site search to make it faster to find and book available workspace. I also introduced AI-first research and prototyping workflows across the team, significantly speeding up delivery.

New meeting room categories in the redesigned booking flow Map-based workspace discovery for faster search
Result+30%membership sign-up conversion
Case study

The brief

Aviva Investors wanted to totally reimagine their Client Reporting product. The solution comprised a new digital report, interactive charts and in-depth analysis tools, replacing static, hard-to-parse PDFs with something clients could actually explore.
Case study

The challenge

Toyota wanted to know whether customers understood the language used across their aftersales and finance pages, and whether they could find what they were looking for. User surveys and analytics data quickly revealed a real problem with understanding and navigating the content.

"The different types of finance really need explaining properly."
"What does 'Access Toyota' mean?"

Research

To better understand the navigation issues, I recruited real customers who had recently purchased a Toyota and ran a card sorting exercise with them. This confirmed what the macro data suggested and provided the foundation for a clearer navigation structure. A deeper dive into analytics data showed specific journeys with a high drop-off rate.

Card sorting research session with real Toyota customers Resulting information architecture grouped from the card sort
Analytics funnel showing drop-off across key user journeys

Solution & result

Based on the research and the original analytics data, I validated a new proposed navigation structure using TreeJack, tested head-to-head against the original. The new structure used language customers were familiar with and grouped destinations more logically.

Before56%task success
After96%task success
The finished Toyota navigation in production
Case study

The challenge

The Arcadia brands ran an ageing desktop platform maintained entirely separately from a modern mobile platform. I was asked to transform the mobile site into a single responsive platform, providing a framework suitable for all 7 Arcadia brands.

"I was not able to scroll down to see the whole image, which puts me off buying."
"There are too many bars at the top and bottom - I can't get a full length view of any item."

Mapping it out

After speaking with each brand's representatives and analysing every page of the mobile sites, I mapped the user flows against an augmented desktop view - including numerous page and module variants for each brand's unique needs.

Arcadia user journey mapping across brands

The solution

Using Sketch, I created over 150 high-fidelity wireframes covering every scenario across all 7 brands, working closely with development teams to ensure UI and interaction standards followed through to build.

Topshop running on the new single responsive platform
Case study

A snap election

In April 2017 Theresa May called a surprise snap election - for the BBC that meant less than two months to deliver a comprehensive broadcast, on TV and online. My challenge was to explain the results using maps and charts that would work for a huge, mixed audience.

BBC election coverage design

Research

User interviews revealed people didn't always understand why chart colours didn't correlate with the geographic results map, and found it hard to locate their own area. Research from the previous election showed most people wanted charts that were easy to read at a glance, with only casual interest in the detail.

"Visually the map image looks so different from the figures."
"I would like to see more party information for my constituency."
Early hand-sketched concepts for the election result forecast and charts

The solution

The final design let users enter their town or postcode to find local results, presented in both geographic and hexagonal map styles. Charts showed vote swing between parties in simple, digestible chunks - user testing showed the new results were very well received.

The finished election results experience, live on BBC News
See the live result
Case study

The brief

Engie wanted to develop a brand new website to supply energy directly to the public. By conducting user interviews, mapping out user journeys and testing a complex functional prototype built in Axure, I was able to design and validate a slick end-to-end experience.

The Engie energy-supply website design
Watch the user testing
Case study

Overview

Leading design across 8 live-auction marketplaces and SaaS applications for Auction Technology Group. I scaled global marketplace design operations, unlocked £500k in initial revenue uplift through core UX optimisations, and helped lay the product vision that underpinned the company's IPO. Full written case study coming soon.