Design Leadership
Building what's next with Product, AI & Design.
AI is changing how we build products.
It shouldn't change what makes them great.
With over 20 years in creative, UX and product design and more than a decade leading design organisations and product strategy, I help ambitious companies harness AI while protecting the things that matter most: clear thinking, great experiences and products customers genuinely value.
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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.
Product Strategy
I help organisations identify the biggest opportunities before a single feature is designed.
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.
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.