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Frances James

Principal UX Consultant

Frances holds a first-class degree in BSc (Hons) Design Ergonomics from Loughborough University. She has a passion for using research to drive user-centred design, and is committed to delivering innovative yet simple solutions.


With several years’ experience providing user insights, Frances can skilfully conduct research using a range of methods including interviews, usability testing and focus groups. She has completed projects for global businesses, service providers and charities, and enjoys working with diverse groups of users. Having previously worked as a Human Factors specialist for a premium automotive manufacturer, Frances also understands in-house processes and has experience interacting with international customers to deliver a best-in-class experience.


Reflecting an interest in psychology, Frances appreciates the importance of uncovering the ‘why’ behind user behaviour and attitudes and is committed to providing clear insights and recommendations. She enjoys using varied and new methodologies, and always approaches projects with an enthusiastic and open attitude.

Frances James
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Specialist areas:

  • Exploratory research to uncover functional and emotional user needs through methodologies including interviews, customer journey mapping and observations.

  • Using generative research techniques such as creative focus groups, competitor benchmarking and interviews to promote successful solutions.

  • Usability testing across multiple devices, both in-context and in lab conditions, with the ability to supplement findings through expert knowledge.

  • Synthesising data into concise insights and recommendations.

  • Communicating visually through reporting, infographics, wireframes, personas and customer journey maps.

Related Projects

Our client, Amadeus asked us to research and create effective user personas for the evolving travel market, focusing specifically on the agencies and travel consultants.

Creating effective user personas for the evolving travel market

BP (British Petroleum) is a global player in the oil and gas business. It engaged our ergonomics consultants to assist the company’s transition to a new petrophysical software platform.

BP adopts User Centred Design approach to software transition

As part of Global Accessibility Awareness Day, we conducted a free expert usability review of the Early Shakespeare online trial created by SEN Assist.

Expert review of an interactive learning tool

Wellcome Trust’s launch of its Mosaic online publication has proved a triumph: almost 10 million people across the world read Mosaic’s original articles in its first year. System Concepts provided expert insights and UX services, helping to power this success.

Wellcome Trust publication success built on user research and testing

CrownPeak provides digital quality management solutions for leading global corporations including Shell, Sony and KPMG. These give senior corporate managers high level website optimisation and compliance assessment capabilities, while hands-on web managers gain detailed tools for identifying and resolving issues.

Delivering value through a structured UX programme

Amadeus’ e-Retail product is one of the world’s most widely used airline internet booking engines. A white-label solution deployed on hundreds of airline industry websites, e-Retail is the vital connection between airlines and travellers, powering transactions and revenue. When Amadeus committed to taking a tablet-first approach to the redesign of e-Retail, it engaged us to deliver business critical usability testing.

Iterative usability testing to enhance a tablet-first design for Amadeus

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