I'm a Senior UX Designer, untangling fuzzy problems and delivering thoughtful solutions.
Hello, I’m Sam,
I help teams navigate ambiguity, working end to end - from rigorous research and product strategy to hands-on UI and design systems.
Over the past 4+ years I’ve worked with enterprise and government teams, turning frustrated users into advocates and stuck projects into success stories.
How I work
Start with understanding
Build trust through evidence
Design with care and craft
Find the path forward
I dig into research and synthesis to find what’s really broken. The real problems usually sit under the surface.
I make user pain tangible. Data tells the story and real experiences create buy-in. Once the ‘why’ is clear, the path forward is too.
Every design decision answers a simple question: does this genuinely help someone do their job better?
Complex organisations need pragmatic solutions. I know when to push for the ideal and when a smart compromise will deliver meaningful change.
I follow my curiosity - technology, art, music - and how they shape our experience of the world. Lately that’s meant experimenting with AI tools to quickly prototype ideas and explore new ways of thinking and working. I wrote about how I approach this here.
I’m an explorer at heart - trying new creative tools, travelling to see different perspectives and diving into new skills to see where they lead. These interests keep my thinking fresh and remind me that good design is shaped as much by the world around us as by the brief in front of us.
Outside of work
Some recent projects
A new vision for Woolworths’ team member platform
I led the effort to reframe the challenge from a simple facelift to a full strategic reset. I guided the team out of ambiguity, developed a new vision grounded in deep employee research and facilitated a complete redesign that transformed the platform into a tool that today serves over 10,000 employees weekly.
Research • Strategy • UX Design • Information Architecture •Prototyping • Content Design
Reimagining the state’s commercial water management platform
I led the design for a project transforming a frustrating, highly-rejected government system into a valuable, user-centric tool for Queensland's commercial water users. Through deep user research and a strategic redesign, we set a path to rebuild user trust, simplified the compliance process and created a roadmap to lift digital adoption from under 10% to a target of 80%.
Research • Strategy • UX Design • Accessibility •Prototyping
Other Clients & Work
I’ve worked with a range of clients across the full UX spectrum - from early-stage research and strategy through to UI design, developing design systems, facilitation and storytelling
Other clients include Macquarie University, Woolworths Supermarkets, The Australian Government Department of Industry, Science and Resources, APRA AMCOS, Zip Water, UNSW, Masterpet and more.