James Royal-Lawson

Designer, analyst, economist and podcaster

Consultant resume

James Royal-Lawson

With over 2 decades of experience, I’m one of Sweden’s most senior digital designers, with over 100 consultancy projects spanning small companies to public sector organisations and large multinationals.

I’ve been creating, managing and experimenting with digital activities since going online as a teenager in 1986 and professionally since the late 90s. In 2006 I founded my consultancy firm, Beantin.

I also co-host the popular design podcast, UX Podcast, where we share knowledge and build awareness around the complexity and challenges of designing for humanity.

What I do

  • I analyse websites and how they are used.
  • I gather insights and provide actionable advice about what to do.
  • I produce and test designs and concepts following a hypothesis-based design process.
  • I coach and hold seminars about analytics and hypothesis driven design.
  • I bridge between digital roles.
  • I work holistically, pragmatically and human-centered.
  • I also bake. Hire me and get cake.
  • Competence areas:

    • Usability & user experience – Researching , analysing and designing. UX support. UX Analytics. Expert reviews. Usability testing,
    • AnalyticsUX analytics, Analysis, training and configuration (mainly Google Analytics, Search console and Tag Manager but also Matomo and Hotjar),
    • Optimisation – SEO, conversion, usability, accessibility, page speed, interaction design, core web vitals,
    • Podcasting – Interviewing, hosting, distribution.

    Personal attributes:

    I’m an unflappable and experienced consultant who is practical and down-to-earth. I’m also curious and enthusiastic – especially within digital media. I can be pretty technical, but others say I’m a digital geek. If we work together, there’s a good chance that I’ll turn up to a meeting with home baked fika. On top of my native English, I’m also fluent in Swedish.

    LinkedIn profile:
    Contact details:
    Mobile: +46 73 593 16 54

    Assignments & projects (directly and indirectly):

    London Mosaic (2021-present)

    – UX design, research and analysis

    A4 (2021-present)

    – Series of workshops around digital analysis, measurement, and analytics.

    Telia Company (2013-2021)

    – UX Lead for Telia Company’s web-based contact centre product. Research, concept, design, accessibility. Responsible for the ACE design system. Through Valtech from 2013-2020.

    Visma (2021-present)

    – Analytics support for Folktandvården Stockholm

    Berghs School of Communication (2016-present)

    – Lecturer for Quantitative validation, UX Product Development

    Cybercom (2020-present)

    – Web strategy and analytics support for Vetenskapsrådet

    STI (2021-present)

    – Part of the steering group for

    STIM (2021)

    – Talk and workshop about measuring the right things

    Visma (2018-2020)

    – Analytics support for Vetenskapsrådet

    Valtech (2015-2020)

    – UX Research, Concept and interaction design for Telia Company’s web-based contact centre product, ACE Interact

    Skanska (2016-2018)

    – Redirects, SEO and analytics support

    Riksfärdtjänsten (2017)

    – WCAG2.0 evaluation of

    Upplands Väsby kommun (2015-2017)

    – Assistance & advice with initial stages of website redesign and procurement of web partner

    Vinge (2016)

    – Google Analytics

    Psykologpartners (2016)

    – Analytics, SEO and UX

    RuterRetur (2016)

    – Analytics and optimisation of digital marketing

    Silf (2016)

    – Analytics and Hotjar training

    ASSA ABLOY (2015)

    – SEO webinars via Cybercom

    ASSA ABLOY (2015)

    – Intranet Analytics via Cybercom

    Nansen (2015)

    – Google Analytics coaching

    DUMA Nya Media (2015)

    – Web project manager at Vårdförbundet

    Silf (2015)

    – Analytics coaching

    Skanska (2015)

    – Redirects and SEO during Corporate website redesign

    Folke Bernadotte Akademin (2014)

    – Advice during production of website

    Bonnier Tidskrifter (2015)

    – Web analysis of customer service site

    IntraTeam (2015)

    – Configuration of Google Analytics reports

    Svenska Bostäder (2014)

    – UX design and concept for Järvadialogen via Citat

    Engwall o. Claesson (2014)

    – UX and SEO advice via Trevlig webbpublicering

    Folke Bernadotte Akademin (2014)

    – Advice during procurement of web agency

    Vattenfall (2014)

    – Usability testing of SAP prototype

    Amfa bank (2014)

    – Optimisation analysis (SEO, usability, conversion)

    Skanska (2014)

    – Expert review via User Intelligence

    Firefly (2014)

    – SEO and analytics coaching

    SEB (2014)

    – Web producer during production of new website

    Vattenfall (2014)

    – Usability guidelines for SAP prototype

    Mindfacts (2014)

    – Expert review of websites in the automotive industry

    Randstad (2014)

    – Google Analytics configuration

    Språkkonsulterna (2014)

    – Evaluating websites seminar

    Valtech (2013-2014)

    – UX, Concept and interaction design for TeliaSonera

    Stockholms Läns Landsting (2013)

    – What, how and why to measure Workshops

    nearU (2013)

    – Optimisation breakfast seminar

    DeLaval (2013)

    – Visitor behaviour audit

    nearU (2013)

    – SEO seminar

    Grontmij (2013)

    – SEO Analysis

    IntraTeam (2013)

    – Web management and intranets seminar

    Vattenfall (2013)

    – Usability measurement of SAP prototype

    DeLaval (2013-2015)

    – Web management, analytics and SEO

    Randstad (2013)

    – SEO coaching

    DeLaval (2013)

    – Usability analysis and optimisation

    Vattenfall (2013)

    – Usability measurement model for SAP prototype

    Mäklarringen (2013)

    – Advice and support when purchasing digital services

    KTH (2013)

    – Web analysis via JG Communication

    Delaval (2013)

    – Web optimisation training (search, performance, usability)

    Skanska (2013)

    – Eye tracking usability testing via User Intelligence

    DeLaval (2013)

    – Web performance analysis

    Valtech (2013)

    – Analysis/expert reviews of websites

    Ericsson (2012)

    – Creation of offline archive of content

    Stockholm Business Region (2012)

    – Webmaster/web manager for multiple websites

    Findwise (2012)

    – Google Analytics

    Findwise (2012)

    – SEO Analysis and advice

    Brandskyddteamet (2012)

    – Analysis, coaching and configuration

    Polisen (2012)

    – Analysis/expert review of website

    Caravania (2012)

    – Interaction design

    IntraTeam Cophenhagen (2012)

    – Conference speaker

    JG Communication (2012)

    – Breakfast seminar

    Södertälje kommun (2011)

    – Social media training

    Ericsson (2011)

    – SEO analysis and reporting

    Weekend (2011)

    – Individual coaching

    IDXray (2011)

    – Analysis/expert reviews of website

    DeLaval (2011)

    – Web analysis and web analytics training

    Boliden (2011)

    – SEO Analysis

    Sobi (2011)

    – Google Analytics training

    JG Communication (2011)

    – Google Analytics training

    Telenor (2011)

    – Eye tracking usability testing

    DeLaval (2010-2011)

    – SEO During production of new websites

    SEB (2010-2012)

    – Web manager, and internal community manager

    Södertälje kommun (2010)

    – Web management advice and analysis

    Axbom Innovation (2010)

    – Eye tracking seminar at Jönköping University

    Tele2 (2010)

    – Speaker at internal event

    ProMa Gym och Friskvård (2010)

    – Production of new website

    Trafikverket (2010)

    – Eye tracking usability testing

    Weekend (2010)

    – Eye tracking workshops

    ConcreteIT (2010)

    – Eye tracking workshops

    SEB (2010)

    – Web manager

    Proma Care (2009)

    – Web strategy and production of website

    ProMa Gym och Friskvård (2009)

    – Analysis, webstrategy

    Caravania (2009-2010)

    – Web strategy, workshops, analysis

    Energy Mover (2009)

    – Web strategy and production of website

    SEB (2007-2008)

    – Web manager

    SKB (2008)

    – Assessment of web strategy

    Scania (2008-2009)

    – Advice and concept in relation to extranet portal

    Wedins (2008)

    – Choice of CMS, intranet concept

    Weekend (2007-2010)

    – Member of management group

    Weekend (2006)

    – Production of new website and visual identity

    Veteranen (2009-2012)

    – Web management and support

    SPF Pension (2008-2010)

    – Support of website, intranet and web management consulting

    Citat JG (2008)

    – Migration of wordpress blog, Webbpennan

    Webcreator (2008-2010)

    – Specialist advice during development of CMS product

    Carl Lamm Consulting (2008)

    – Intranet advice

    SPF Pension (2008)

    – Production of new Joomla intranet

    SPF Pension (2008)

    – Production of new Joomla website

    Ericsson (2004-2007)

    – Web editor/web consultant

    Wallenius Wilhelmsen Logistics (2005-2007)

    – Project leader, launch of global newsletter, SEO, web strategy, optimisation of website.

    Kostcoachen (2007)

    – Pre-study into upgrade of website

    G16 (2006)

    – Production of Joomla website

    Citat JG (2006)

    – Upgrade of wordpress blog, Webbpennan

    Farsta Gymnasium (2005)

    – Production of Joomla website

    IKEA (2005)

    – Intranet information architecture

    IKEA (2005)

    – Intranet portal for store managers

    Wallenius Wilhelmsen Lines (2004)

    – Intranet redesign. Intranet information architecture, introduction of governence model

    Wallenius Wilhelmsen Lines (2003-2004)

    – Web responsible. Created web strategy, introduced governence model, project leader.

    Ericsson (2002-2003)

    – System manager

    Ericsson (2002)

    – Corporate intranet strategy group

    Ericsson (2001-2002)

    – Chairman of Strategic web group for business divsion

    Ericsson (2000-2002)

    – Project management of intranet CMS implementation

    Select Legal Systems (1998-2000)

    – Visual basic programmer and analyst

    Zetnet Internet Services (1996-1998)

    – Writing of reference material, community management, web development

    British Gas (1995)

    – Computer and telephone operator

    Prosect Training Services (1988-1992)

    – Design and programming of educational software


    Beantin AB, consultant and founder (2016-present)

    Beantin webbkommunikation, consultant and owner (2006-2016)

    Weekend Webbutveckling, senior web communications consultant (2004-2006)

    Wallenius Wilhelmsen Lines, web responsible (2003-2004)

    Weekend Webbutveckling, web communications consultant (2002-2003)

    Ericsson, digital media manager (2000-2002)

    Select Legal Systems, programmer/analyst (1998-2000)


    BSc Economics, University of York

    GSCEs & A-Levels, Wolfreton School and Sixth Form College

    Svenska som andraspråk, Veta/Nationellt centrum för flexibelt lärande

    LinkedIn profile:

    Contact details:

    Email: Mobile: +46 73 593 16 54

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