Paul James

Senior UX/UI Designer with 7+ years of experience shaping SaaS products and complex workflow platforms into accessible, high-performance user experiences. Skilled in UX strategy, Figma design systems, AI-assisted design workflows, AI training, and no-code tooling, with a strong focus on WCAG AA accessibility and a track record of improving adoption, retention, and delivery speed. Experienced across fintech, sustainability, and healthcare SaaS, including HIPAA-aligned and compliance-driven solutions.

Strong ability to translate business goals into data-backed design outcomes through research, stakeholder alignment, and iterative testing.

UX/UI Designer - Freelancer

(2025-01)

Lead end-to-end product design across regulated healthcare and financial SaaS platforms, turning complex and fragmented environments into structured, adoption focused experiences, utilising AI-assisted workflows, Google AI Studio, Codex, and no-code tools to accelerate prototyping, research, and delivery.

• Directed the full-scale redesign of easyBusiness, redefining navigation and system structure to reduce user confusion and create a clearer path to activation and daily use.
• Built the easyBusiness design system from the ground up, establishing reusable, developer aligned components and interaction standards to enable consistency and scale.
• Redesigned critical financial workflows including wallets, transactions, reporting, and introduced analytics capabilities to improve transparency and operational insight.
• Led research and discovery initiatives, leveraging AI-assisted tools to synthesise insights and validate product direction, while reporting to the Head of Product.
• Designed patient and provider experiences for an IVF portal and companion mobile application, simplifying sensitive medical journeys and improving clarity across treatment, communication, and progress tracking.
• Reworked complex healthcare information into accessible, supportive flows while aligning with compliance, accessibility, and inclusive design expectations.
• Introduced structured UX patterns and scalable foundations to support future product growth across clinical and administrative users.
• Transformed fragmented ecosystems into coherent platforms with clearer navigation, hierarchy, and task completion paths.
• Reduced cognitive load in high stress and high responsibility environments spanning both financial management and fertility care.
• Enabled faster product evolution through reusable systems, stronger documentation, and improved cross team alignment, supported by AI-assisted and no-code workflows.

Senior Product Designer - Anthesis Digital

(2022-01 - 2025-01)

Provided UX leadership for mission-critical SaaS platforms in sustainability and compliance, notably the Life Cycle Assessment (LCA) Calculator, detailed dashboards, and complex workflow tools.

• Orchestrated targeted research and discovery workshops to translate highly complex sustainability data into intuitive, actionable user journeys.
• Delivered end-to-end Figma prototypes and design specifications for multi-role workflows and sophisticated data integrations.
• Championed and institutionalized accessibility, successfully embedding WCAG 2.2 AA standards across the entire product suite.
• Elevated the LCA Calculator to become the 2nd most-used tool in the Anthesis Hub within its first year.
• Reduced assessment time by 65% through guided task flows and contextual help.
• Improved adoption 3X more among non-technical users via progressive disclosure design patterns.

UX/UI Designer - Afirix Consulting

(2021-01 - 2022-01)

Executed the cross-platform booking SaaS application design for web, iOS, and Android ecosystems.

• Conducted primary user research, detailed flow analysis, and rigorous usability testing to validate and refine features pre-development.
• Delivered high-fidelity prototypes that successfully accelerated stakeholder approval and efficient Agile delivery.
• Reduced booking flow friction by 45% and increased completion rates.
• Introduced a reusable component system that shortened iteration time by 30%.

UX/UI Designer - Shipwish

(2020-01 - 2021-01)

Developed the UX strategy for a SaaS platform consolidating shipping and packaging costs.

• Conducted user interviews and testing to improve task flow and usability heuristics.
• Streamlined workflows, improving task completion speed by 40%.
• Increased customer retention through simplified pricing and cost-comparison interfaces.

BA (Hons) - Graphic Design - University of Hull (2016-01 - 2019-01)