Hey, I'm Sam

a full-stack product designer

turning vision into value

Multidisciplinary designer crafting lasting products and brands through strategic design and insightful creativity.

Projects
Discover some of my latest projects where creativity, functionality, problem-solving and innovation meet.
      Clients and collaborations
What I do
As a multidisciplinary designer specialising in Product Design, I bring a unique ability to work end-to-end in crafting digital products.

My diverse visual design skills allow me to create, contribute and adapt across various sectors including SaaS, agencies, startups, growth, marketing, optimisation, AI, e/mCommerce and in-house design teams - while staying active and agile in the ever-evolving design landscape.

UX + Product Design

Product design is the end-to-end approach to creating digital products. I consider not just user experience (UX) but also business goals, market trends and aesthetics on a broader scale, merged with strategic research.

Visual + Graphic Design

From social media, apparel and print to corporate collateral, I ensure consistency and clarity in every visual touchpoint to deliver compelling visuals that enhance user experience and brand perception.

UI + Interaction

Creating wireframes, low/high-fidelity UI, motion graphics, design systems, animations and interactions that bring the front-end digital experiences to life with clarity, usability and accessibility in mind.

Content + UX Writing

Combining my love for writing and UX writing principles, I help businesses communicate more effectively to create meaningful connections with their audience through a brand's style, tone and voice.

Web Design + Development

e/mCommerce, landing pages to corporate and enterprise, I develop digital spaces that are business-orientated, while maintaining seamless user experiences. I work with full/low/no-code as well as CMS's (Webflow, Framer, WordPress, Wix, Shopify, Magento, Drupal) ensuring flexibility and scalability.

Identity + Branding

A strong brand is more than a logo, it’s the foundation on which an organisation or business communicates and connects with its audience. I craft strategic and authentic brand identities, assets and tone that tell a compelling story, ensuring consistency across all points of contact.
FULL-STACK SKILLSET
My skills are considered "T-shaped". Because I have a passion for visual design and UI, with a dedicated focus on UX, I am able to apply this diverse expertise to a wide range of client work.
SOME KIND WORDS
Sam is one of those generational talent that I would definitely find a way to work with her in the future no matter what. Sam is a specialist Product Designer and she is super fullstack.

She works at lightening speed and has design taste and extremely high creativity that transformed both our Brand and Product in a short period of time. She has also designed a lot of intelligent UX for GenAI, which is super unique and I know this is a big evolving space for AI UX at the moment."

Dr. Tosin D.

Co-Founder & AI Engineer

"Sam has a passion for good design, and this trait (imo) is the only mandatory trait for being a great designer. This is not something that can be taught; Sam has cultivated this for herself. And, it’s concentrated within her.
 
To couple her design skills, she works with both humility and humour which creates an easy professional exchange, and an authentically personal one. "
Roxanne D.

Principal Consultant

"Sam is an unbelievable asset to any team. No matter how big or small a project, she treats each with absolute care and dedication to ensure the result is always a success.

Her creativity and way of thinking is always impressive and highly valued. 

As a team member, Sam is always willing to guide and teach those around her. She is wonderfully supportive and the ultimate cheerleader for all the members of her team. 



All-round an invaluable person that would make the perfect addition to any team."
Kayla M.

Paid Marketing Specialist

"Samantha is clear and confident in her thinking and I am confident in her skills and execution following the completion of our online transactions.

Her work is excellent. When Sam sees gaps, she applies logic and questions where things can be applied more simply - advocating for best practices in a very rigid environment."

Angela M.

Senior Business Analyst

nice to meet you
I’m Samantha, a multidisciplinary product designer based in London, born and raised in Cape Town, South Africa. When I’m not working, I enjoy downtime exploring cities and forests with my wife, our toy poodle named Frankie and a cup of good coffee.

10+

Years Experience

50+

Developer Collabs

8+

Industries

200+

Client Projects

Having shaped digital products across multiple industries including fintech, energy, manufacturing and banking, I bring fresh perspectives and creative solutions to every new challenge.

I’m a designer driven by the pursuit of functional, intuitive and impactful design, fueled by my passion for crafting authentic brand experiences. Whether leading long-term short-term projects, I focus on creating digital products that solve real business problems while delivering seamless user experiences.

With a data-driven, forward-thinking approach, I bridge business objectives with human needs - ensuring that every design and process I create works for both. My expertise spans visual design, UX, digital products, content writing, service design, product planning, adaptability, and holistic strategy.

Figma
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Webflow
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Miro
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WordPress
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InVision
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Notion
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Illustrator
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Photoshop
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Slack
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UserTesting
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Jira
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LottieFiles
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FigJam
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Shopify
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LovableAI
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Google Analytics
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Blender
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Hotjar
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Balsalmiq
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InDesign
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DESIGN DIARY
A little corner of the web to share my thoughts on industry news, insights, tips and tricks, and observations.