Lead product designer at the BBC · Manchester
I make new and complex things feel simple.
From Radio 1's virtual gigs to 3D World Cup matches and AI labels in BBC journalism, I lead design that turns unfamiliar technology into experiences people trust and enjoy.
Senior Content Designer by title, lead product designer in practice
Selected work
All work
FlagshipBBC Live and R&D · 2023–2025
Radio 1's New Music Portal
Taking live music somewhere new, and making sure audiences wanted to come along.
4 industry awards
Featured · BBC Sport and Live UX · 2026
FIFA World Cup 3D experience
Making emerging technology and interactive sports experiences accessible to millions.
Featured · BBC Live · 2025
Trialling AI disclosure on BBC Sport
Telling audiences when the BBC uses AI, without losing their trust.
Featured · BBC Sport · 2021
BBC Sport: mandatory sign-in
Asking the app's most loyal, and most stubborn, users to sign in, without losing them.
What colleagues say
“James is a brilliant content designer and UX leader… For the content design team and discipline, James is a constant source of knowledge, critical thinking and supportiveness for colleagues.”
“He makes what we do easy to understand, and it feels exciting. I can say with confidence that the overall content design of the product experience has been made better for users because of James.”
“His pragmatic and unflappable approach have helped us to overcome several challenges… James also pushes back on work and helps to set realistic expectations when needed. I really appreciate this and I think it shows great leadership.”
“James can pick up any brief, and slot into any shape of team, and deliver great work. He’s not confined to ‘just’ the words and displays strong all-round design and UX skills.”
Senior Content Designer “I always marvel at how James manages to digest complex asks… to create clear outputs. He has fantastic intuition in anticipating problems and proactively produces clever solutions to fix those.”
Senior Design Researcher “In moments when I doubted my work, [James] helped me make sense of feedback and regain confidence… [His] leadership has made a real difference to my confidence, growth, and day‑to‑day experience.”
Designer, line report “[James is] a generalist and specialist at the same time, which is rare.”
Creative Director, Content Design “I have learned from James and I can tell I will be asking myself “What would James do/say?” throughout the rest of the… project.”
Senior Project Manager “James is a whizz when it comes to tech. He’s the most technically skilled member of our team and I certainly learn loads from him.”
Senior Content Designer “[James does] a great job of protecting the team’s time and making sure we have the space to do our work properly… it genuinely makes a big difference in helping us deliver high quality work.”
Designer, line report
Content design, in one line
“It's about using data and evidence to give the audience what they need, at the time they need it and in a way they expect.”
Writing
All writingOff the clock
