Hi, I'm Sam.
In 2018, I made a deliberate shift in my career to focus on user-centred design. I’d become genuinely interested in what makes products feel intuitive and trustworthy — and I wanted to build experiences that solve real problems for real people.
User experience is more than a polished UI. It’s about understanding what people are trying to do, what’s getting in their way, and how they behave in the real world. Great UX comes from balancing empathy and creativity with technical constraints and business goals. I’m someone who pays close attention to human behaviour — the little details that reveal what users need, even when they can’t quite articulate it. That helps me design experiences that feel clear, helpful, and genuinely satisfying to use.
Alongside that, I bring a practical, collaborative toolkit: analytical thinking, open-minded problem-solving, strong communication, and facilitation when teams need alignment. I’m comfortable working with multiple stakeholders and turning complex challenges into a shared, actionable direction.
In my role, I deliver end-to-end product design across web and mobile. I run and synthesise research to shape the scope, explore ideas through sketches and wireframes, build and iterate prototypes, validate through testing, craft the visual UI, and partner closely with engineers to ship work that holds up in the real product — not just in a deck.
Discovery & Research
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Interviews
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Usability Testing
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Surveys
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Remote Testing
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Synthesis
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Affinity Mapping
Content
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Content Design/UX Writing
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Content Strategy
IA & Interaction
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Information Architecture
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User Flows
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Journeys
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Sitemaps/Appmaps
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Interaction Design
Delivery & Impact
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Metrics
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Analytics
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Experimentation
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Prioritisation
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Handoff/Specs
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QA
UI & Prototyping
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Wireframes
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Lo/Hi-Fi Prototyping
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Interactive Prototypes
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Design Systems
Quality & Inclusion
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Accessibility (WCAG)
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Inclusive Design
Since 2018, I’ve worked with UX-led organisations including Ogilvy, GTB, VML, and Ford Motor Company. Across those roles, I’ve helped teams build products that spark interest, earn trust, and make people’s lives a little easier.
At Ford, I helped set up new teams focused on designing and prototyping future-facing concepts — exploring ideas that could genuinely shift how the industry works. I’ve also led company-wide training sessions to help teams get more out of Figma, including its newer, more advanced features.
Now, I’m looking for a role where I can keep designing thoughtful, visually polished experiences across mobile and web — and do it alongside a team that cares about craft, collaboration, and real-world impact.
If you’d like to chat about my work, ask a question, or discuss opportunities, feel free to get in touch using the details below.
