James Samuel-CampsLead Product DesignerJSC

Work

  1. May 2026 – Present6 mos

    Tilia

    Founder

    Founded, designed and built a self-funded async UX research tool for small teams and solo practitioners.

    • Shipped an agentic workflow that researches, structures, briefs and deploys go-to-market content.
    • Integrated Stripe, Prolific, Anthropic, Resend, Cloudflare and fly.io to round out the product.
    • Used AI across competitor analysis, scoping, brand and product design, and development.

    Case study

    Research Without the Budget

    Founding, designing and building an async UX research tool for the teams that enterprise platforms have left behind.

    2 days

    from idea to working MVP

    6

    async research methods at launch

    3

    membership tiers for individuals and small teams

  2. Apr 2025 – Aug 20261 yr 5 mos

    OakNorth

    Lead Product Designer

    Led product design for the Business Banking vertical.

    • Managed two mid-level product designers, helping one to a promotion to Senior.
    • Created the strategy and working plan for continuous customer discovery, bringing in Legal, Compliance, Fincrime, the DPO and Product so the process was well documented and compliant.
    • Delivered a digital invites journey, letting company directors invite their finance teams through the app instead of a physical mandate.

    Case study

    Designing for Operational Growth

    Writing and delivering the strategy for the next phase of OakNorth’s business banking app.

    41%

    rise in savings account openings

    3×

    traffic to savings products

    5

    fewer days to first deposit

  3. Jan 2024 – Apr 20251 yr 4 mos

    YouLend

    Product Design Lead

    Led product design across six product teams on customer-facing and internal projects.

    • Rebuilt sales demo templates for the new journey and API integration, cutting production time by 90%.
    • Demoed new design work and shared knowledge with product and design teams at eBay, Amazon, Booking.com, Mollie Capital and Dojo.

    Case study

    Closing the Renewal Gap

    Redesigning YouLend’s merchant dashboard so merchants could see how their repayments were tracking, helping more of them stay on track and renew.

    Outcome A tested, build-ready dashboard framework designed to help merchants stay on track and renew, against an estimated £24m a year in funding.

    Case study

    Removing the Leap of Faith

    Rebuilding YouLend’s white-label capital application to earn merchants’ trust.

    10%

    average conversion uplift across partners

    55%

    fewer calls about application status

    90%

    less time to produce sales demos

  4. Apr 2022 – Aug 20231 yr 5 mos

    Moneybox

    Product Design Lead, Customer Experience

    Led product design for the Customer Experience initiative.

    • Led design on a home-buying savings goal testing free financial guidance for Lifetime ISA customers: 51% engagement with launch comms (against a 10% benchmark), 49% engagement with the goal, and 10% of users increasing their savings.
    • Ran an in-app campaign to boost ISA and Lifetime ISA contributions before the tax year end, generating £3m additional revenue in 8 weeks.
    • Managed two mid-level product designers on a registration flow update and Consumer Duty customer protection work.

  5. Apr 2020 – Apr 20222 yrs 1 mo

    Tide

    Senior Product Designer, Payment Services & Design System Lead

    Led design for payment services and the cross-platform design system, presenting regularly to VP and C-suite.

    • Delivered international receiving (SWIFT and SEPA), SCA/3DS and Confirmation of Payee.
    • Worked with KYC to deliver a FATCA regulatory feature identifying customers’ primary shareholders and their tax obligations.
    • Line managed two mid-level product designers, helping one to a promotion within the first quarter.

    Case study

    Designing for Scale

    Unifying Tide’s web and mobile products under one design system, and building the ownership model to keep it alive.

    60%

    fewer components in one cross-platform library

    100+

    pages of documentation written

    ~50%

    of the design team at a clinic within two months

    Case study

    Setting the Gold Standard

    Consolidating Tide’s fragmented payment journeys into a single flow that set the UX benchmark for the rest of the app.

    40%

    reduction in flow churn

    +7

    point increase in NPS

    9%

    reduction in time-on-task

  6. Jan 2019 – Dec 20191 yr

    VMLY&R

    Design Lead (Contract)

    Led the design vision and helped set product direction on large projects, including an automotive app and a site for a global FMCG brand.

    • Designed new features for the automotive app and evolved its visual design.
    • Briefed other designers and gave creative direction on UI, structure and tone of voice for the FMCG brand’s site.

Also freelance UX/UI design lead, 2013–2020: digital and print projects, agency-side and for my own clients.