By Samuel

About me

I’m a Lead Product Designer with 7+ years of experience working across energy, technology, and digital product teams.

My focus is on complex, often ambiguous systems where user needs, regulatory constraints, and business decisions intersect. I help teams reduce uncertainty, align around better decisions, and translate complexity into products that are easier to understand and operate.

My work spans discovery through delivery, with a strong emphasis on systems thinking, design quality, and the operational realities behind product design at scale.

A familiar finance task, with national energy programmes behind it

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Reviewing a billing statement should mean checking the proposed invoice or credit note against its evidence. In Zero, the Low Carbon Contracts Company’s internal…

Building evidence-led foundations for a public energy product ecosystem

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Low Carbon Contracts Company (LCCC) operates at the centre of the UK’s transition to low-carbon energy. Through schemes such as Contracts for Difference (CfD),…

LCCC – Billing Statement Flow: A Story of Clarity and Confidence

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I led the design and research for billing review in Zero, the Low Carbon Contracts Company’s internal contract-management platform. Bringing financial evidence and reviewer…

Yubl – Designing in the Absence of a Brand

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In 2015, Yubl was a UK-based social messaging startup trying to carve out a space in a market dominated by WhatsApp, Snapchat, and Facebook…

A mix of reflections, opinions and design stories from my work, covering research, strategy, systems, measurement, craft and the small decisions that shape better products.

What I work on

Connecting user needs to measurable product and business outcomes
Creating clarity across complex systems, services and workflows
Shaping product direction through research and synthesis
Aligning stakeholders around difficult product decisions
Designing and scaling systems that teams can actually use

Product & UX Design

Turning complex problems into clearer product journeys, flows and structures that help users understand what to do next.

Interface Design & Systems

Building accessible UI patterns, design standards and token-driven systems that keep products coherent as they scale.

Research, Testing & Measurement

Framing assumptions, testing ideas and using qualitative and behavioural signals to guide better product decisions.

Content & Experience Strategy

Aligning content, structure and user intent so complex information becomes easier to understand and act on.

Making complex products easier
to understand, operate, and trust.

A familiar finance task, with national energy programmes behind it

Building evidence-led foundations for a public energy product ecosystem

LCCC – Billing Statement Flow: A Story of Clarity and Confidence

Yubl – Designing in the Absence of a Brand

Thoughts on design, products
and the decisions behind them

Design that moves with
people, from understanding
to meaningful impact

Making complex products easierto understand, operate, and trust.

A familiar finance task, with national energy programmes behind it

Building evidence-led foundations for a public energy product ecosystem

LCCC – Billing Statement Flow: A Story of Clarity and Confidence

Yubl – Designing in the Absence of a Brand

Thoughts on design, productsand the decisions behind them

Design that moves withpeople, from understandingto meaningful impact

By Samuel

Making complex products easier
to understand, operate, and trust.

Thoughts on design, products
and the decisions behind them

Design that moves with
people, from understanding
to meaningful impact