I humanise experiences that bring together good UX and good UI into the same product.”
Sam Ayres
Tools & Software
Figma, Miro, Dovetail, Optimal Workshop, UserZoom, Medallia (Decibel), InVision, Sketch, Adobe XD, ServiceNow
Certifications & Memberships
Google UX Design Certificate Google AI Essentials UX Diploma, UX Design Institute Member, Marketing Research Society Member, Service Design Network
Core skills
User-Centred Design: Service design, journey mapping, prototyping, usability testing Agile Delivery: Scrum, Kanban, cross-functional team collaboration Accessibility: WCAG 2.1 AA, Public Sector Accessibility Regulations (UK), inclusive design Design Systems: Figma libraries, scalable UI design, GDS Design System UX Research: Qual + quant methods, research ops, insight synthesis Stakeholder Engagement: Workshop facilitation, co-creation, storytelling for impact
Methodology
I am a Senior Product Designer with over 15 years of experience in UX, service design, and digital transformation. I specialise in creating accessible, user-centred services that align with both organisational goals and user needs. I bring deep experience working across public and private sectors, with a particular focus on GOV.UK standards, end-to-end product delivery, and design system implementation.
Clients
Worcester Bosch, Scotland’s People, Dexcom, Ryzogen, SONY Europe, The National Gallery, Arts & Business, National Archive, Sky Active, Sky ‘Customer Care’, iRiver, Samsung, LG, Metropolitan Police website, Careers in rail, Cityspace, Ferrari, UBS, IconNicholson New York, Channel 4, Furtherield Gallery, Oliver Marketing, Britvic, Tesco Real Food, Tesco Living, British Airways Highlife, Applied_ (Eden Speikermann), Heathrow, Yahoo!, RBS, Ernst and Young
Awards, mentions and accreditation
Vodafone CXA 2022 (customer experience award)
Metropolitan Police Careers website RAD award
Channel 4 recommended in BIMA awards
Membership of MRS, Marketing Research Society
Membership Service Design Network
Ferrari.com Featured in ‘Create Online’ magazine as an example of leading Italian web design
MTV Europe Featured in Digital Thread for outstanding web design
NewMediaAge website also featured in DigitalThread for outstanding web design