With over 20 years as a product design leader, including my current role as Lead VP of Design at JP Morgan, I have consistently partnered with executives, stakeholders, and product leaders to drive strategic, user-focused initiatives. My collaborative approach has enabled seamless alignment across multidisciplinary teams, effectively translating business objectives into impactful, scalable design solutions. This experience spans banking and decentralized identity projects with institutions such as Transamerica and RBC.
Basil J. Duke
Decision making
Design Process
Effective product design consistently balances user needs with strategic business goals. While each project presents unique challenges and opportunities, my design process remains reliably consistent: I first leverage user research to identify clear intersections between what users want and the outcomes the business aims to achieve. Prioritizing user needs aligned with strategic objectives ensures impactful design decisions.
Regardless of project complexity or context, continuous iteration based on user feedback guides every design choice. When conflicts arise, I proactively facilitate open dialogue among stakeholders, CEOs, and product teams, exploring creative alternatives that fulfill user expectations without compromising business value—ultimately driving both user satisfaction and business success.
Workign with leadership
Managing stakeholders effectively throughout the product design process requires a nuanced understanding of diverse perspectives. Each stakeholder brings their own viewpoint—some conceptual, others technical, and many a blend of both. My role as a designer is to clearly communicate design rationale in ways tailored to these varied mindsets. By framing design decisions through the specific lens of each stakeholder’s priorities, I ensure alignment, clarity, and engagement, ultimately driving cohesive, user-centered outcomes.