Structured Flow

Making complex products work better for people and business.

I help B2B SaaS teams connect UX strategy, product ownership, and delivery to build better digital products and achieve meaningful business outcomes.

Let's discuss your product →View my experience →
Jonathan Hill

ABOUT

I'm Jonathan Hill, a strategic UX & Product leader specialising in complex enterprise hardware and software systems. I align product, engineering, and commercial teams to increase adoption, reduce support demand, and improve decision-making in regulated environments. My work has driven a 40% increase in adoption and reduced enterprise support tickets by up to 15%. It has also contributed to over €100k in business value.

40%

Increase in adoption of complex software

15%

Reduction in enterprise support tickets

€100k

Contributed to business value

HOW I CAN HELP

How I can help:

01

UX Strategy & Leadership

Improving usability and adoption in complex enterprise platforms used across large organisations.

02

Product Ownership

I turn business goals into product roadmaps, clear priorities and actionable/measurable requirements, keeping teams focused on delivering value.

03

Ongoing Product Improvement

I help teams continuously improve digital products through user feedback, iterative development and a focus on meaningful results.

SELECTED WORK

My Work

Enterprise Learning Management System

Enterprise Learning Management System →

Impact: 40% increase in student system usage across a busy University campus

Context

  • Legacy LMS with widespread student and staff frustration
  • Executive pressure to deliver rapid usability improvements

UX Decision

  • Led a 3-month research initiative across staff and students
  • Identified systemic usability barriers and prioritised fixes
High-Security Industrial System

High-Security Industrial System →

Impact: 15% reduction in repeat support tickets

Context

  • Complex B2B industrial system operating in a regulated environment
  • High operational risk and low UX maturity

UX Decision

  • Reframed the problem by analysing support ticket data
  • Prioritised usability fixes to reduce operational support load
Vision 2030 Smart City Mobility

Vision 2030 Smart City Mobility →

Impact: Projected improvements in adoption, service efficiency, and commuter experience

Context

  • Gulf smart city initiatives integrating mobility, digital identity, and public services
  • Need for seamless bilingual commuter experiences

UX Decision

  • Designed bilingual user journeys linking mobility, identity, and infrastructure
  • Applied systems thinking to model future smart-city interactions
Improving the UX in the Gopass Ski Application

Improving the UX in the Gopass Ski Application →

Impact: faster, context-aware decisions on the mountain and less friction at key moments

Context

  • Independent teardown of the GoPass ski app
  • Skiers use the app in high-pressure, time-sensitive contexts, often while moving and in cold conditions

UX Decision

  • Shifted the experience from a feature-driven structure to a context-driven model focused on what the user needs right now
  • Reframed three friction points: finding a resort, telling trail types apart, and reviewing current passes

Let's make your product work better.

Whether you need strategic UX direction, stronger product ownership, or ongoing support to improve a complex digital product, let's talk about how I can help.

Let's talk about your product →