Lead Product Designer · Cambridge, UK

I design complex tools that feel simple to the people who use them.

I'm James. I spend my time understanding the people who use my products and their needs, designing the tools they rely on, and working out where AI belongs in all of it.

James Foster, Lead Product Designer
AI speeds up the work gathers & summarises sanity-checks ideas a hand on the wheel Research find the problem I make the call Validate did I get it right? learn, then round again

Start with the person, not the data

Data-rich tools tend to get built around the data and leave the user to cope. I work the other way round, from the job someone actually came to do, and make the complexity earn its place.

Clarity over cleverness

My job is usually to remove noise, not add polish. Simple isn't the same as basic, it's the harder, more deliberate version of the work.

Three amigos, aligned early

The projects that ran smoothly all had design, product and engineering aligned and a step ahead. Get that right and development handles whatever's thrown at it. Skip it and you pay for it later.

AI, with a hand on the wheel

I've built my own design agent to sanity-check my thinking and bounce ideas off. It's sped up how I ideate and validate, as long as I stay the one making the decisions.

Selected work

I'm a product designer with 10+ years of experience building digital products, most of them complex data and research tools built by the experts who knew the subject inside out. I craft clear, intuitive designs for the people using them and the teams building them, across the full end-to-end design process.

At Savanta I lead a team of designers across four product teams, working on a mix of internal tools and the products we sell. I work closely with Product and Engineering, and I truly believe in the three amigos approach. If the three of us are aligned and a step ahead, development runs smoothly whatever lands on it. When it doesn't, that's usually the first place I go looking. I care about the designers on my team, and I put real time into their development, because their progression is what makes the whole design function stronger. That goes for my own too, so every week we share what we've learned.

And of course, AI. I treat it as an art more than a science. There's no single right way to use it, it's personal, and everyone gets something different from it. I've designed a Product Designer agent that I and the whole product team use daily, each of us for our own needs. I treat AI like anything in my UX toolkit: the skill is knowing which tool fits the job, and when to reach for it.

Savanta
Lead Product Designer · 2019 to present
I lead product design across the business: setting strategy with the Head of Product, running a team of designers embedded in their product teams, mentoring across all levels, and building the systems that keep the work consistent. I've designed across legacy apps, online portals and SaaS platforms, and released Savanta's first customer app, with client work for the likes of Deliveroo, NatWest and The Daily Mail. Recent focus has been a full redesign of BrandVue and our first AI features.
Cambridge Assessment
UX Designer · 2016 to 2019
Part of an internal agency team designing across web and mobile for the EdTech market. I ran field research and usability testing in UK schools, revamped internal interfaces, and managed stakeholders to get UX into projects that had no budget for it. I also set up a weekly "UX school", open lunch sessions teaching the wider business what design could do for them.

Outside of design you'll usually find me cooking, eating, or planning the next trip around something I want to eat when I get there. Food and travel are the winning combo, and I'll happily build a whole city break around one restaurant.

Let's talk

If you've got an interesting problem, a role you think fits, or just fancy a chat about design, I'm always up for it.