Sam W.

I’m a UX/UI designer with 10 years of experience crafting impactful, user-centered designs for global brands. My passion lies in solving complex problems through intuitive, seamless user experiences that resonate across different markets and cultures. Recently, I had the privilege of leading major design projects at DAZN, where I spearheaded initiatives like the multi-country rollout of a tiered pricing model and the migration of NFL fans onto the DAZN platform. I also led the design for new sign-in and sign-up journeys across all platforms, including the launch of Android TV. Throughout my career, I’ve collaborated with household names like Amazon Prime and Chanel, honing my ability to think strategically while managing cross-functional teams and addressing diverse user needs. With a strong background in business and eCommerce, I approach design holistically—balancing creativity with practicality to deliver solutions that meet both user and business goals. While my core skills are in UX/UI design and team leadership, I’ve also played a significant role in leading research initiatives and establishing research capabilities at companies like Boots, UNiDAYS, and Wilko. I’m a hands-on collaborator who enjoys breaking down complex projects and working with teams to bring ideas to life. In my spare time, you’ll find me jogging, listening to Bob Dylan, eating cheese, watching boxing, learning Spanish, tackling DIY projects, or creating art prints—often between indulging in custard creams and binge-watching trash TV.