I'm Head of User Research (UXR) at Zoopla, part of Design Leadership.  

Presenting at a UXPA event

I'm passionate about user-centred-design and empowering individuals and teams to build elegant and inclusive digital experiences based on evidence 

Analysis matrix in use during user testing

I specialise in

Innovation research

Also known as foundational or discovery research - the 'understand' phase

Experience evaluation

Assessing existing experiences to highlight gaps and opportunities

Strategy

Defining what the business should build and how to get there

User testing

Doing so at the right moments in the design process using the right methods

Facilitation

Workshops to bring insight to life and progress towards a joint vision

Design

Information architecture, sketching and high-level wireframes

​Portfolio >

I like to share what I've learnt so I've given a few talks and every so often I'll write too. I'm also a mentor with the UXPA.  In my spare time, I like to travel, eat great food, read and attempt origami. I'm a PADI certified Divemaster, scuba junkie and love a good dram of whisky. 

Photo of me diving in Komodo, Indonesia soon after qualifying

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Here are some nice things my peers have said about working with me

 Sam made an incredible difference to the way we develop our Digital propositions, not only through embedding research and testing protocols within our cycles but also in the way she challenges us all to think differently about our users and how we are engaging with them.

- Tim Wilmot | Head of Digital Product & Design, Aviva

 Sam is a great facilitator whose thoughtful application of research techniques and tools drive a deep understanding of root causes and opportunities for innovation. 
Best of all she is a great teammate who brings a personable, positive energy to her projects.

​- Chad Jennings | VP Product & UXD, Moo

We’ve quickly come to trust Sam's judgement. She is highly professional and smacks with knowledge about users and methodologies which has helped us not to waste time and effort doing research that won't add any real value.
She is so much more than just a facilitator.

- Gareth Els | Digital Product Manager, Aviva

​Other recommendations >

Contact me

Icons by Yu Luck, available on thenounproject.com