Jonathan Potts
VP, Service Design
Jonathan Potts
Frisco, Texas
About

Reconnaissance
soldier turned
service designer.

I've spent my career going into places most people don't look — forward operating bases in Afghanistan, hospital corridors in Texas, the secured offices of one of the world's largest financial institutions — and finding the humans that complex systems have forgotten to design for.

My job has always been the same: go in, make sense of what's actually happening, and come back with something actionable. The terrain changes. The mission doesn't.

Today I work at the intersection of human research, service strategy, and AI — bringing VP-level design leadership to some of the most complex institutions in the world.

Career
2025 — Present
JPMorgan Chase
Vice President, Service Design — Compliance Technology
Design lead for trade surveillance. Built ecosystem map spanning 8 towers and 20+ systems. Led research with 30+ analysts. Contributing to GenAI platform development.
2024 — 2025
Baylor Scott & White Health
Service Designer
Post-discharge patient experience research. 12–18 clinical stakeholder interviews. AVS and home care redesign.
2022 — 2024
Arvest Bank
Customer Experience Designer
Analyzed 400+ teller tasks. Led frontline research to reimagine community banking. Facilitated workshops across all organizational levels. Journey mapping and service blueprinting mentorship.
2020 — 2022
Steampunk Inc.
Service Designer
End-to-end service design across federal and commercial client engagements. Client workshops and strategic facilitation.
2019
HP Inc.
Customer Experience Intern
Applied design thinking principles to improve service delivery within the Americas customer support organization.
2010 — 2016
United States Army
Cavalry Scout — Sergeant | 19D MOS
Reconnaissance operations including combat deployment to Afghanistan, attached to Special Forces. Advanced from PFC to Sergeant. Led squads through training and daily mission readiness.
Education

Savannah College
of Art and Design

Bachelor of Fine Arts in Service Design · Minor in Art History · 2020

Holds Public Trust Clearance · U.S. Army Veteran — Honorable Discharge

Download resume
6+
Years of professional experience
5
Industries worked across
100+
Hours of research & interviews
40+
Maps & blueprints created
Outside of work

Explorer. Music obsessive.
Reluctant motorcycle student.

When I'm not mapping ecosystems or redesigning workflows, I'm usually planning the next trip, finding the next show, or figuring out what rare card I just pulled. The same instinct that drives my work — go deeper, stay curious, commit fully — shows up everywhere else too.

I flew to London to see Sleep Token at the O2. I wandered Amsterdam alone eating street food and stumbling into bakeries open since 1898. I just got my motorcycle endorsement and am building a Pokémon card side business from the ground up. None of these are halfway commitments.

Music is the constant — metal, orchestra, jazz, country, classical, alt rock. There's something about being in a room full of people experiencing the same thing at the same moment that I find deeply human. Which probably explains a lot about the work too.

Live music Sleep Token Travel Amsterdam Pokémon cards Motorcycles Personal growth
Out in the world
Amsterdam
Dam Square, Amsterdam
Sleep Token
Sleep Token · London O2
Amsterdam bakery
Bakkerij, Amsterdam · Est. 1898
The crew
Jonathan and Athena
Athena
The spoiled princess. Runs the house.
Slate the cat
Slate
Grey cat. Destroys things. No remorse.