I'm Sam, a Sydney-based Experience Design and Strategy Leader

I'm Sam, a Sydney-based Experience Design Leader

I’ve spent my career turning curiosity into insight and insight into innovation. I’m driven by the possibilities design creates to improve everyday life through better interactions between people and the world around them.

Recent Roles

GM, Product Strategy + Experience @Biocol Labs

Sr. Director, Product Design + UX Research @Prose

Director, UX Research @Prose

Extracurriculars

Women in Research: Resiliency in Research Talk

Invision: Ethics in Design Panel

CX Fusion Conference: Innovative Retail Panel

Research + Insights

Discovery Research

Design Research

Jobs-to-be-Done

Segmentation

Ethnography

Conjoint Analysis

Price Testing

Field Research

Mixed-Methods Synthesis

Interviews

Personas

Focus Groups

Card Sorting & Tree Testing

Thematic Analysis

Continuous Insight

CX Measurement + Reporting

Surveys

Design

Information Architecture

Journey Mapping

Scenario Mapping & User Flows

Conceptual Design

Content Strategy

Wireframing

Prototyping

Heuristic Evaluation

Design Systems & Accessibility

QA & Iteration Loops

Experiment-to-Design Feedback Integration

Strategy

Discovery

Design Thinking

Facilitation

Service Design

Co-Creation

Feature Definition & Prioritization

Systems Thinking

Vision Setting

Roadmapping

OKR / KPI definition

Growth Strategy

Business Model Design

Value Prop Definition

Measurement Frameworks

Leadership

Executive Reporting + Storytelling

Recruiting

Hiring

Talent Development

Mentorship

Critique

Organizational & Process Design

Change Management

Cross-Functional Alignment

Key areas of focus and skillset

With a systems approach, I bridge the gap between people, processes, and products to craft meaningful customer experiences