James H. Pratt Book time

About / Austin, Texas

Psychologist first. Everything else came after.

I trained as an I/O psychologist at UConn: human factors, judgment and decision making, measurement. Then I spent twenty-four years applying that inside companies that mostly did not call it that.

Nineteen years of that was AT&T, most of it in the Chief Data Office as Director of AI User Experience. Two halves to the job. One was product: leading the team designing generative AI applications, data discovery engines, privacy systems, and visualization for knowledge workers, plus eighteen platform capabilities for the company's AI-as-a-Service stack. The other was the device side, a usability benchmark program covering forty-plus phones a year against $110M of annual cost avoidance, and the Iconic Device UX Program that handled launches like the original iPhone and the Kindle.

The part that is hardest to put on a resume is the part that transferred best. Most of what I did there was not designing screens. It was convening engineers and senior leaders who each held a piece of the picture, getting everyone onto the same page, and running human-factors method on the room without ever labeling it that. The Data Powered white paper series, the AI Transformation Center of Excellence governance, the persona program, the analytics translator program: same move every time. Orchestrate the people, then measure whether the thing actually worked.

Inventing was part of that job and I took it seriously. 358 granted U.S. patents, 226 still in force, top-10 inventor company-wide. That is why the patent workshop is a service I offer now. I know what the pipeline looks like from the inside.

Before AT&T: Sony Online Entertainment, designing for massively multiplayer games, where a UX redesign of the player experience drove a 38% lift in subscription services. Before that, Lockheed Martin, leading UX research and design on the Navy's next-generation destroyer program, doing cognitive task analysis and human performance modeling with a TS clearance. And before that, the IBM usability lab, taken while I was still in the UConn master's program.

There was also wisely.io, a partnership during COVID that shipped two AI products: a trust-scoring system that detected deepfakes and scored content trustworthiness, and an autism-spectrum wearable for child-parent communication. Both were built and user-tested. We funded it through NSF SBIR applications that did not land, and the venture wound down on capital constraints. That is not an exit and I do not describe it as one.

Now I am co-founder and CEO of Fyve Health, building Tessa, an edge-AI memory and caregiving companion for families with aging parents and for care communities. Audio processing happens on the device. Heard, not watched.

Austin gave me a lot first. I co-created AT&T Community Labs in 2014, an open-innovation program pairing the company's technical leaders with founders in the local ecosystem, built from a clean slate. I am on the founder side now, which is the main reason the advisory practice exists: teams keep asking me the same questions I spent twenty-four years answering at scale, and I like the problems.

James Pratt, head and shoulders, in front of a bookshelf
Austin, Texas

Where I have been

Fyve Health, CEO
2025 to now
Fyve Labs, co-founder
2026 to now
AT&T, Director AI UX
2006 to 2025
wisely.io, partner
~2020 to 2022
Sony Online, senior designer
2004 to 2006
Lockheed Martin, PMTS
2002 to 2004
IBM Usability Lab
1998 to 1999

Where I studied

Ph.D., I/O Psychology, UConn
2002
M.A., I/O Psychology, UConn
2000
B.A., Psychology, Boston U.
1990

The through-line

Measuring people in places they cannot easily leave.

Maritime watchkeepers on a ninety-day tour, 2000. Navy destroyer crews, 2002. Device users at AT&T scale. Now aging adults in their own homes. Sleep, fatigue, mood, and the honesty of self-report run through all of it, and the same question keeps coming back: can you believe what this measurement is telling you?

My thesis closed by asking whether these measures could prevent catastrophes like the Valdez, and answered no, not without measures of the effect on actual performance. Refusing an available overclaim in the last paragraph of your own thesis turns out to be a habit worth keeping in founder materials.

The research. The work. The patents.

Tell me what
you are building.

I take a small number of engagements at a time, so the fit conversation is short and honest. If the AI question is real, happy to chat.