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
Transforming a failing platform into a daily essential
I led the strategic reset and redesign that took Woolworths’ employee platform from 40 weekly users to 85%+ adoption across 10,000+ employees - earning back-to-back innovation awards and creating a model now scaled to Woolworths' entire 200,000+ workforce.
Research • Strategy • UX Design • Information Architecture •Prototyping • Content Design
Reimagining the state’s commercial water management platform
Queensland farmers were actively rejecting their government water management system - adoption sat below 10%. I led the research and strategy to uncover why, then designed and delivered the transformation roadmap and new experience. The result: organisational buy-in for a user-centric approach and a clear path to 80% digital adoption.
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, Ticketek, Woolworths Supermarkets, The Australian Government Department of Industry, Science and Resources, APRA AMCOS, Zip Water, UNSW, Masterpet and more.