James Kelway UX Director, at Hello Group James worked for Reed Elsevier, for over 8 years, in a variety of roles. While working as a digital art director, he studied for a Masters degree in Design Practice, specializing in UCD techniques. After qualifying, he became an information architect and was responsible for the formulation of the business's information architecture strategy, its implementation among several teams, and the redesign of several major industry websites. James now lives in Copenhagen and works as UX Director for Hello Group, responsible for methodology and new projects. On his blog, www.userpathways.com , James records his findings, as well as developments in information architecture, interaction design, and user experience. He has formulated a process for Hello Group called UX BASIS (www.uxbasis.com) which is due to be launched as a series of workshops and a tool kit for product development teams.