I'm Director of User Experience at Picsart, the world's fastest growing creative platform and community of 150+ million monthly active users.

Presenting at a UXPA event

I'm passionate about user-centred-design and empowering individuals and teams to build elegant and inclusive digital experiences, guiding decisions with evidence

Analysis matrix in use during user testing

I specialise in

Innovation research

Foundational or discovery research – where you understand what problems you're solving for whom

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 using the right methods to maximise learnings 

Facilitation

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

Design

Information architecture, sketching and high-level wireframes

​Experience >

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 golf. 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

 Samantha was a driving force in the delivery of our audience and user insight strategy. She was inspiring, brought clarity to our thinking, insight to our approach and expertise to our execution. Sam is a naturally curious and inquisitive problem solver who drew out the essential and incredibly valuable insights. 

- Nick Astor | Content & Strategy Director, This Machine (Agent3)

 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 | Chief Product & Design Officer, AMBOSS

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 | Senior Digital Product Manager, Aviva

​Other recommendations >

Contact me

Icons by Yu Luck, available on thenounproject.com