Profile
UX design leader and product strategist with 20 years of digital experience
With over 20 years of experience in digital product design and strategy, I've led teams and projects for some of the UK's most beloved cultural institutions and entertainment brands.
Currently I work through my consultancy, James Nation Ltd, partnering with organisations who want to create digital experiences that genuinely matter to their users. I also built and run Collectopedia, a SaaS portfolio tracker for physical collectibles that I built from scratch using AI-assisted development.
My background spans kids' entertainment (Beano), cultural institutions (V&A Museum, Barbican), gaming (Studio Decent), and agencies working with brands like Doctor Who and Peter Rabbit at the BAFTA-winning Complete Control.
I actively integrate AI into both my design practice and the products I build — Collectopedia being one example. We're at an inflection point where individual makers can achieve what previously required entire teams.
Experience
20 Years Building Digital Products
Collectopedia
Founder
SaaS portfolio tracker for physical collectibles, built solo from scratch using AI-assisted development. Live with paying subscribers.
James Nation Ltd
CurrentProduct Lead / Consultant
Product lead and digital strategist building audience-first digital experiences.
Victoria and Albert Museum
Product Lead
Led the team building V&A Mused — a digital platform for 10–14 year olds, funded by Bloomberg Philanthropies.
- ·Grew to 4x target audience; 100K+ users in year one
- ·UK Search Awards 2023, Webby Awards 2024 Honoree
- ·Delivered on time and on budget
Studio Decent
Design Director
Led design for Undra.game — a web3 MMO game built around strategy and collaboration.
Beano Studios
Director of Design & UX
Progressed from Senior Designer to Director over five years, leading the digital transformation of one of the UK's most iconic kids' brands.
- ·Grew digital audience 100x, peaking at 2.4m monthly uniques
- ·14+ industry awards including the UXUK Grand Prix
Freelance
Digital Designer
Independent digital designer and consultant.
Complete Control
Digital Designer
Website, game, and app design at the BAFTA award-winning interactive agency.
Services
How I Can Help
Get in touch
I'm currently available for select consulting engagements. If you have a project in mind, let's talk.
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