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Principal Product Designer


Specializing in high cognitive load and split attention users.
UX/Product Design for:
  • Medical/Clinical
  • Trading
  • Military
  • First Responder
  • SAAS Applications
User/Product Research

Because Experience Matters

Experience is knowledge, all the rest is information.
— Albert Einstein
Mobile Application Design
Web Application Design
User Research

Ayva Design Language

The Ayva Design Language follows the measuring spoon cycle. Make a product extract and abstract components from that product into a library. Make another product using the components previously extracted. In truth Ayva design language is a living design document that has associated tasks each build from minor font change to entire organism changes.

See Project

Edge Design Language.

We wanted to create a more beautiful and accessible design language. We wanted our designs be unified to drive greater efficiency through well-defined, reusable and cross-platform components.

See Project

Ayva Ortho

Ayva automates communication between surgeons, case managers and patients; while encouraging best practices for both pre-op preparedness and post-op recovery. Ayva serves as an assistant for surgeons and case managers, and a coach for patients. Ayva’s only focus is delivering the best possible results.

See Project
2018 - 2021
Senior Director of User Experience
  • Managed UX portfolio and design team
  • Directed or designed key desktop and mobile UI systems:
    • Site navigation (authenticated and mobile)
    • Site Search and smart assistant
    • Enrollment authentication and patient security management
    • Patient/Surgeon profile management
    • Patient messaging and notifications
    • Help & Support system (self-service tools and content)
  • Led UX design process for high-visibiltiy projects
  • Produced high fidelity UI prototypes
  • Oversaw delivery of conceptual and detailed design documents, including wireframes, content, prototypes and visual specs for handset, tablet and desktop
  • Utilized iterative usability testing and other customer research to focus efforts and evaluate design work
2007 -

James leads strategy, concept, and execution across all phases of UX to create unified experiences. With over 25 years of experience working for an array of brands, in environments ranging from corporate in-house to mid-size brand and digital agencies to global ad agency. Prior to starting his own company, he worked on brands like American Express, and Grainger. His work has been awarded by Apple Editors,, CIMA and featured on numerous design sites.

Principal User Experience Architect

Built 3 applications for Clinical and Healthcare.  Analysis and requirements gathering, design and prototyping, responsive design, building patterns library for Responsive Design, Mentor on LEAN and HARD (Holistic, Atomic, Responsive Design) methodologies.

Lead Interaction Designer

Led UX and design on multiple responsive web projects, implementing an atomic design methodology. As lead for Enterprise Tools, collaborated closely on product planning and execution with key stakeholders across Humana’s Product, Business, and Development teams across the country; and partnered with my visual designers in India, Kentucky and Chicago to produce intuitive, delightful user experiences. Built a responsive widget Axure library and iterated on the responsive template. Led teams of 2-5 on multiple projects.

2013 - 2014
Senior User Experience Architect

Travelled to client sites for a mobile application agency; fact-finding to create storyboards later presented to client’s executive teams mapping a complex application. Created a proof of concept with Windows Presentation Layer utilizing touch motion. Worked with tools for cognitive load, red route usability, and employed various muscle tension prevention techniques to ensure that the interface was ergonomically sound.

Senior User Experience Architect

Dedicated UXA for world’s largest industrial supply company’s Quotes and Sourcing and Social Networking. Assisted on overall improving of the site Good to Great, as well as, on the Order Management System. Worked closely with design and product managers to take designs from high-level concepts through implementation. Mentored colleagues ideation, wireframing, flows, application mapping, storytelling, and prototyping.

Senior Information Architect User Experience

Designed interfaces for one of the world’s largest interactive agency’s clients including AT&T’s Digital Life product with a responsive design interface and iPad and iPhone applications. Redesigned State Farm’s mobile site to encompass new technologies. Extended that same site to add more data with a faster navigation path.

Senior User Experience Architect

Re-envisioned multinational web hosting and technology infrastructure company’s national brand sites, from product placement to page layout. Created personas and wireframes and contributed heavily to final design.

Principal User Experience Architect

Principal UX architect for e-commerce consulting firm on large national brand sites and smaller eCommerce sites. Created personas and wireframes that transformed clients’ internet presence.
Notable Clients:, Embarcadero, Simple Human.

2009 - 2010
Senior User Experience Architect

Designed web based and CMS information architecture, directly responsible for user experience, low and high fidelity wireframes and implementing user-centered design practices at Oprah Winfrey’s production company. Updated eCommerce practices of store front resulting in significant increase in sales and return visits, as well as, a major reduction in orphaned carts.


People have said very nice things about me. I'm just honored to of been part of the team.

"Of course I remember James. He's the smart one."

Oprah Winfrey
Harpo Studios

"James is talented practitioner of experience design. He excels at making the complex, simple and effortlessly balances the needs of the business with the needs of the user. He is a skilled communicator both in the delivery of user experience artifacts as well as while presenting to an audience… all while being an Axure ninja! His breadth of knowledge in responsive and mobile design is unparalleled and I believe invaluable resource to any organization.."

Julie Skiver
Director of Product Design at REEF

"James is one of those rare User Experience practitioners who brings more than just information architecture and user experience strategy to life. He looks at an effort and scopes it according to the various players, stakeholders, constraints, and unique opportunities, and brings forth solutions and approaches that are spot on consistently and with a high degree of foresight and quality. He understands the art and craft of experience architecture not just from a best practices standpoint, but holistically; from both a facilitation standpoint, as well as purposeful innovation."

Carlos Manalo
Founder at The Office of Experience

What I do

25 Years
Information Architecture

Focused on organizing, structuring, and labeling content in an effective and sustainable way. 

25 years
User Experience

Creating usable and beautiful user interfaces for transformational products. I'm all about solving problems through intuitive design. UX Research and Design.

15 Years
User Interface

I craft simple, effective, intuitive and delightful interface design solutions that fit the product and brand purpose and meet your users’ needs.

12 Years
User Research

UX Research with 12 years experience augmenting my UX knowledge with User Research. I am passionate about research. I thrive on solving ambiguous problems with accessible and inclusive solutions. Research, empathy and communication is key to creating these solutions.

UX Writing

Fix Your Design Debt

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Design Libraries

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Happy to discuss any UX/UI opportunities.

Orlando, Florida USA

Let's grab a coffee and chat.