Paul James

I changed from graphic design to UX/UI design five years ago because I get to be closer to the user and business and work on completed problems. In the past 5 years, I have specialised in crafting intuitive products for B2B and B2C complex SaaS platforms. In my first year as a UX/UI designer, I completed my BA in graphic design.

In my last role At Anthesis, I led end-to-end design for multiple tools and finished existing products. These included:

• Roles and Permissions and Help Centre in the hub – I modernised and streamlined to enhance user navigation and administrative control.
• Survey Tool – fully redesigned to improve user engagement.
• Climate Risk Tool – designed from end-to-end to support sustainability decision-making.
• Farming Tool – completed and refined a partially built product to align with user needs.
• LCA Calculator – I led the design and updates of the LCA calculator. By applying user-centred design principles, the LCA tool became the second most-used solution within the Anthesis hub.

I collaborated closely with cross-functional teams, applying a range of research and strategy methods, including stakeholder interviews, workshops, desktop research, SWOT analysis, expert/client focus groups, storyboards, empathy mapping, personas, user stories, and usability testing.

Additionally, I built the design system based on Atomic Design principles, breaking UI components into atoms, molecules, organisms, templates, and pages. This modular approach aligned naturally with component-driven frameworks like React and Vue, enhancing scalability and consistency across the platform.

My background in human behaviour has been instrumental in understanding user motivations and pain points, allowing me to create experiences that are not only functional but also deeply aligned with user needs.