£6M uplift through content-led conversion
Improved The AA’s Breakdown Cover sales flow, rewriting and restructuring content to remove friction. A single CTA change delivered £6M annual revenue uplift and higher application completions.
Hi, I’m Dominic James
Lead Content Designer and UX Strategist
I help organisations turn complex challenges into accessible, effective user experiences. With over 11 years of experience, I bring structure, clarity, and measurable impact to every product I touch.
How I add value
11+ years in UX content, strategy and systems
£6M uplift, 10x SEO growth, +6% Open Banking signups
Multi-market experience (UK, Canada, Australia)
Strategic frameworks, design leadership, measurable outcomes
Trusted by ClearScore, The AA, Nationwide, RSA
Mentorship and team development
Selected UX Outcomes
£6M revenue uplift through CTA testing at The AA
+6% Open Banking signups driven by content-led journey improvements at ClearScore
52 new support articles created for Nationwide, replacing over 500 outdated legacy pages
10× growth in organic traffic at money.co.uk (from 350K to 3.5M monthly sessions)
Designed and implemented a scalable career framework for content designers at ClearScore
Featured Work
Turning a failing lending flow around
Led content redesign of ClearScore’s embedded Loqbox lending journey, reversing an 11% performance drop. Simplified flow and language boosted completions without extra design resources.
Streamlining support content at scale
Migrated and rewrote 500+ internal support pages for Nationwide into 52 concise, user-friendly articles. Built a scalable model that cut delivery time by 75% and is still in use today.
What Others Say
Dominic immediately impressed me with his talent. As a Senior Content Designer, he consistently helped clients meet their goals. We’ll miss his insight and focus as we move forward.
Rich Prowse
Director of Design, Content Design London
Dom’s insight-led approach to content hierarchy helped us make confident decisions about the interface design. His calm, clear thinking brought clarity to a complex problem — and contributed directly to increased conversion.
John Wells
Experience Design Lead, The AA
Dom takes time to understand issues and puts the customer first. He worked closely and collaboratively, explaining decisions and valuing input. Our team felt stronger with him on it.
Ian Hall
Senior Content Editor, Nationwide
Dom’s understanding of systems challenges and ability to adapt legacy practices made him a key team member. He stepped up to lead when needed and kept the team confident, while still delivering excellent content design.
James Castro-Griffiths
Senior UI Designer, Nationwide
Let’s Talk Content
Whether you’re hiring, collaborating, or just curious — I’d love to hear from you.