Senior Product Designer
Research-led design
for complex
problems.
20 years designing products across aviation, retail, mobility, and entertainment.
Currently at Virgin Atlantic.
Experience
20+
Years in product design
Impact
+38%
Revenue per session, Moovel
Notable clients
Virgin Atlantic · Disney · Mercedes
Hello, I'm James.
I'm a Senior Product Designer combining qualitative research, quantitative data, and AI-assisted workflows to drive design and business decisions. I've worked across small bootstrapped startups and large complex organisations including Disney, Virgin Atlantic, and Mercedes. I co-instructed the UX Design program at General Assembly and have mentored junior designers throughout my career.
Selected work
Retail experience · Virgin Atlantic
Making retail stores findable
Stores averaged a 20% revenue decline despite a 5x higher AOV than online. Used GA4, Search Console, and a custom GPT to diagnose a discoverability problem, then designed a store finder and appointment booking flow that launched into peak season.
E-commerce · Dunelm
Fixing a cart conversion crisis
Diagnosed a 22% drop in cart to checkout conversion using GA and ContentSquare. Formed 3 hypotheses, ran multivariant and A/B tests, and lifted conversion back to baseline and beyond.
Native iOS + Android · Moovel / Mercedes
Transit ticketing app
End-to-end redesign from a 4-year-old web app to native iOS and Android. Tested with 60+ users. Simplified navigation, introduced split payments, and a Buy Again pattern that cut purchase time by 80%.
iOS + watchOS · Flight Schedule Pro
Reducing pilot risk through legal status visibility
Pilots were guessing their FAA legal status across time zones, causing anxiety, fines, and groundings. I designed a glanceable widget and interactive status projection system then pivoted it into a charter operator SaaS to keep the company profitable during Covid.
Internal tooling · Disney
Creative tools for Disney
Designed an in-house communication tool for Creative Executives, Librarians, and Administrators to share, research, and validate film ideas. Covered persona mapping, rapid prototyping in Axure, and stakeholder validation.
