Product Strategy, AI & Design
Building what's next with Product, AI & Design.
I help organisations bring together Product, Engineering and Design to build better products in the age of AI.
With experience leading and scaling design teams across B2B and consumer products, I combine strategic leadership with hands-on product thinking, from early concepts through to delivery.
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I've led strategic design and product initiatives that align customer needs, business goals, and emerging technologies to drive growth and transformation across organizations including:
01What I help with
Four ways I create impact
Product strategy, AI transformation, design leadership, and human behaviour for ambitious teams, with hands-on prototyping when ideas need to become tangible.
Product Strategy
I help organisations identify the biggest opportunities and make them tangible before anyone commits to build.
From customer discovery and executive workshops to product vision, roadmap definition and prioritisation, I connect user needs with commercial goals to ensure teams are solving the right problems, not simply building more software. When momentum matters, I get hands-on: prototyping flows, shaping early visual concepts and testing ideas so leadership can see what's possible, not just discuss it.
02Featured work
Selected case studies
Leadership, strategy, and impact across product design, AI, and enterprise SaaS.
03Leadership impact
Beyond visual design
Evidence of leadership across teams, products, and organisations.
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Teams led
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Products shipped
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Designers mentored
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Design systems scaled
04Testimonials
What leaders say
Read full testimonial →“I worked alongside Sam at Indeed Flex, where he led design across many genuinely varied briefs a SaaS rebrand, our AI agent for clients, complex reporting dashboards, and a hybrid prototyping tool to support the revenue team. That breadth is notable because Sam handled each with the same steady, considered approach rather than treating them in the order of prestige.
Sam uses naturally high emotional intelligence in a role that demands it. Design leaders sit in difficult territory between product, engineering, and commercial stakeholders who rarely want the same thing at the same time. Sam navigated that without drama, adapting his style to whoever he was in the room with and keeping the work moving.
Looking for senior design leadership?
I help teams shape better products, stronger design organisations, and meaningful AI experiences.