Agoraphobia led Sam from hospitality management to human-centred design in 2005 - driven by a fascination of and care for people, she has overcome her fears to lead many global qualitative studies with agency and client-side teams to inform product design or business strategy.
Today, Sam leads design research and research ops at Government Digital Services Singapore. She’s a proud mother hen to 4 design researchers and serves 40 other UX designers by growing their research kungfu, introducing reflective ways of working and creating a safe space for emotions.
Outside of the studio, Sam co-organises the Design Research SG meetup and enjoys teaching, tracking personal data in Excel, and taxidermy. She still finds some types of human behaviour scary.