I'm James Peel, a senior product designer based in London. I've spent seven years shipping products across logistics, fintech, healthcare, and government. From tools that saved Amazon $250M to platforms showcasing 7,000 graduates' work, I care about craft, clarity, and making things that actually work for the people using them.
I hold US, Irish, and British citizenship and am open to relocation.
I lead with strategy. Before anything gets designed, I want to understand the business goals, the technical constraints, and the user's actual behaviour. I run workshops, align stakeholders, and frame problems around outcomes, not features.
I'm trained in IBM Enterprise Design Thinking and adopted Amazon's Working Backwards approach: PRFAQs, 6-pagers, and narrative docs before wireframes. The thinking gets pressure-tested before a pixel gets placed. I've been the first designer on engineering-led teams, a consultant dropped into complex client environments, and a design lead shaping product direction. The common thread is turning messy, complex domains into experiences that feel obvious in hindsight.
That strategic foundation hasn't changed, but my toolkit has. I now use 
as a daily partner to go beyond Figma and build production-quality products end to end.
This portfolio was coded entirely with Claude. My side project AuraMarket, a full-stack Next.js app with real-time data, trading mechanics, and authentication, was built the same way. I can take a product from strategy and research through to working code, without waiting for a handoff.
The best designers I know are becoming builders. Thinking in systems, directing AI with precision, and owning product delivery from vision to production. That's where I sit.
I regularly attend and speak at design conferences and events. My work at Xeneta was nominated at Future Product Days 2025 and won the Ship Technology Excellence Award. I've attended GOV.UK Design System Day, London Tech Week, and run internal AI workshops to help teams explore how design and AI intersect.
Long runs, strong coffee, and a cat who thinks she's helping. I'm always tinkering with side projects and experimenting with what good design looks like when AI is part of the interface.
Leading design on Xeneta's most strategic initiatives, turning 700 million crowdsourced freight rates across 170,000 trade lanes into clear, actionable insight for logistics giants like Walmart, Amazon, Coca-Cola, and Maersk.
Ship Technology Innovation Award 2025Led design on key accounts in public sector and hospitality, including redesigning Greene King's end-to-end booking journey across 3,600+ pubs. Developed user-centred solutions that streamlined operations and boosted engagement.
First designer on the team within Amazon's Global Transportation Technology org. Helped establish GTTX, the experience design function, and shipped Umbrella, a weather monitoring and logistics automation tool that saved over $250M in its first year.
Design consultant at IBM's worldwide business design consultancy. Shipped the official Liverpool FC app (2M+ downloads, 4.5-star rating) and led UI design on the UAL Graduate Showcase for 7,000 students across six colleges.