James practices a holistic approach to product design and development by understanding the user perspective, perception, environment and culture.
Adept at the process of making, the workshop is at the centre of research activities, understanding user needs and expectations by observation and empathy: building and testing, learning and refining.
James has regularly practiced co-design on the frontside of projects providing an external perspective - delivering functional working prototypes to address users needs. Working with in-house design for brand formal and visual identity charter and engineering to deliver commercially viable innovation.
James has worked with diverse clients such as Ulysse Nardin, Abaxis (Zoetis), various Decathlon sports brands including Wedze; Subea; Artengo, GW Pharmacy, Carrefour, Proctor and Gamble, Singapore Airlines.
In parallel James has taught human centered design methodology to business management students at Kedge Business School to executive masters level for over 10 years.
James studied Industrial Design at Central St Martins School of Art in London, graduating in 1986. Shortly thereafter moving to the US to work in New York for Human Factors, designing award winning products for Airshields Vickers, other clients included Convatec, Bard Medical, Becton Dickenson.
Moving to California in 1992 to work for IDEO enabled James to join the few designers developing the design methodologies practiced throughout the world today. In California James designed award-winning products for Diba, Intermec, Sega, AT&T and Bausch and Lomb.
