Paul James

Paul James Senior UX/UI Designer – SaaS, Complex Workflows & Accessibility 🌐 uxdesigner.expert | 🌐 Bliss34.com | 🔗 LinkedIn Profile Senior UX/UI Designer with 6+ 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, 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. Core Competencies • UX Strategy & Discovery: Expertise in high-level UX strategy, Service Design, user interviews, end-to-end journey mapping, empathy mapping, persona development, and translating complex SaaS user behaviour into actionable design strategies. • Design Systems & WCAG Compliance: Championing at applying WCAG 2.2 AA standards, building scalable component libraries, defining responsive design tokens, and ensuring robust brand and UI consistency. • Prototyping & Iteration: Advanced proficiency in Figma, Figma Make, FigJam, and Miro, leveraging AI-assisted and no-code workflows to rapidly deliver interactive high-fidelity prototypes for complex onboarding flows and multi-role workflow mapping. • Data-Informed Design (D.I.D.): Deep experience in KPI Modelling, designing intuitive B2B dashboards, leveraging product analytics, and using data-driven UX optimization to validate and refine features. • Agile Collaboration & Delivery: Seamless cross-functional teamwork with Product, Engineering, and QA within high-velocity Agile/Scrum environments; proficient in Jira and Confluence for clear handoff and documentation. • Validation & Conversion Optimization: Focus on continuous improvement through rapid usability testing, A/B experimentation, Conversion Rate Optimization (CRO), and building structured feedback loops. Professional Experience Freelance UX/UI Designer – SaaS, MVPs & Accessibility 2025 – Present 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. Impact Highlights • 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 – 2025 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. Impact Highlights: • 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 – 2022 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. Impact Highlights: • 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 – 2021 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. Impact Highlights: • Streamlined workflows, improving task completion speed by 40%. • Increased customer retention through simplified pricing and cost-comparison interfaces. Education BA (Hons) Graphic Design – University of Hull, Doncaster, UK Key Projects • EasyBusiness Platform: Introduced analytics foundations to improve visibility, confidence, and product decision making. • IVF Clinic Dashboard: Reduced lab data entry time by 40% and improved workload visibility. • Patient Mobile App: Increased engagement by 30% through accessible, HIPAA-compliant design. • LCA Calculator (Anthesis): Reduced assessment time by 65% and tripled non-technical adoption. Technical Skills & Tools • Design & Prototyping: Figma, Figma Make, FigJam, Miro, Adobe XD, Affinity Suite • AI & Automation: Google AI Studio, Codex, AI-assisted UX workflows, no-code tools • Research & Testing: User interviews, A/B testing, usability testing, Hotjar, analytics dashboards • Design Systems & Accessibility: WCAG 2.2 AA, component libraries, responsive design tokens, ARIA labels. • Project Management: Jira, Confluence, Trello, Notion, Agile / Scrum collaboration • Development Handoff: Design tokens, CSS variables, Dev Mode, component documentation