Emma Jennings

Product design

Designing at Atlassian

Previously DICE and Burberry

A decade of

Quality craft

Systematic design

Product strategy

Storytelling

Design cultures

Meaningful experiences

Pixel perfection

Selected work

DICE

Rapid, data-informed experiments to boost retention

Case study available on request

Growth

Product strategy

Test & learn

Fostering a culture of testing and learning, we drove growth by setting metrics, shipping quickly, and running rapid experiments.

Nurturing collaboration through workshops and storytelling, it created a more cohesive and innovative team culture, boosting our success and impact at DICE.

DICE

Filling the room with genuine fans by making booking tickets easy and accessible

Case study available on request

Product vision

Design strategy

End-to-end

I lead design for our bread and butter, the core ticket booking flow, by aligning with business goals to create a seamless, best-in-class ticketing experience on DICE.

We balanced stakeholder needs while upholding strong design principles, and crafted moments that spark joy and build excitement before fans even reach the show.

DICE

Evolving and systematising our visual language with the goal of celebrating the fan

Design systems

Visual language

Storytelling

Collaborating with multiple teams across the business to establish key design foundations such as colour theory, motion principles, and illustration patterns. The end result was a systematic approach to how we scale and evolve visual language at DICE.

A crucial focus was on future proofing our products as the brand continually evolves in ambition. Which we did by identifying then systemising our core visual language tools through guidelines, tokens, and components.

Burberry

Connecting physical and digital luxury experiences for the top-tier customer

0 → 1

Product vision

End-to-end

Recognised for delivering luxury in-store experiences, I led the team in reviving the Burberry app, which became a key tool for top customers to strengthen their connection with the brand.

Focusing on personalisation, we used data and emerging technologies at the time like AR to create a unique product for each customer. This innovation earned us features in Forbes andVogue Business.

Make it happen
Learn fast
Sweat the details
Have fun with it

With a decade of experience at both large and small companies, I’ve cultivated a skillset with breadth and depth. I love to reinterpret core design principles and create solutions which blend utility and flair.
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My methodology is systematic, pragmatic and grounded in research. I think big and work fast, but always make time to sweat the smallest details.
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I leave ego at the door, thriving in complex and collaborative environments. I deliver best-in-class designs that solve tangible human needs whilst meeting business goals and strategy.

Ritwik Dey,
VP Product Design at DICE

"What makes Emma unique is her personality, her attitude and her way of working. She's curious, collaborative and completely without ego."

Hugo Raymond,
Design Advocate at Figma

Worked together at Burberry

"Emma was instrumental in helping generate a positive approach to system contributions. She also created a really great culture, helping people to learn about system level thinking and just brought a good sense of fun with it!"

Bruno Borella, Design Manager at Skyscanner

Manager at Burberry

"Emma has exceptional attention to detail and creativity. She consistently brought innovative ideas and meticulous craftsmanship to our projects."

Sydney Smith,
Product Manager at Depop

Worked together at DICE

"Emma is a PM's dream collaborator. She's product minded and made sure to understand business needs in addition to solutions we drove for users."

Anna Medvedieva,
Engineer at Monzo

Worked together at DICE

"Emma's designs are not only visually stunning, but also highly functional and user-friendly. Her improvements to the design system made our implementation process run seamlessly and efficiently."