"The ability to simplify means to eliminate the unnecessary so that the necessary may speak." - Hans Hofmann


"Design must seduce, shape, and more importantly, evoke an emotional response." - April Greiman


"Designers shooting for usable is like a chef shooting for edible." - Aarron Walter


"Simplicity is the ultimate form of sophistication." - Leonardo da Vinci


"To design is to communicate clearly by whatever means you can control or master." - Milton Glaser


"White space is to be regarded as an active element, not a passive background." - Jan Tschichold


"Making the simple complicated is commonplace. Making the complicated simple, awesomely simple, that's creativity." - Charles Mingus


"The main goal is not to complicate the already difficult life of the consumer." - Raymond Loewy


"Don't make something unless it's both necessary and useful. But if it is both necessary and useful, don't hesitate to make it beautiful." - Josh Porter

Growing & leading effective teams

Making technology usable & engaging


That's me


Global Risk Solutions

Taking financial services by the horns, I turned Credit Suisse' disjointed risk systems into a cross department, global solution. Combining disparate processes, reducing overheads and ensuring UX and Agile was its heart.

Exponential Growth

When is $1k p/m not good, when you make it $1.5m p/m. I oversaw AOL's yellowpages UI/UX overhaul. Increasing monetisable advertising spots, reducing users time to action and improving overall engagement in less than 6 months.

Creative Leadership

The agency life is the good life to see diversity. Overseeing projects in Microsfts Health Vault, AMP's Insurance & House of Travel's main consumer sites. Even Government Agency revamps and the odd Kiteboarding site, its been fun.

Ran The Gauntlet

Print for the wall and glossy pages, New Media, Web Design, UI/UX/IA, HTML/CSS, Usability, Agile, Waterfall, Product Management, PM & Business Analysis, Team Development & Management - I've done a bit.

International Experience

There is something to be said for someone that knows their own backyard. Something else to be said for someone that has seen a few 100 yards and wants to make yours something amazing and unique that everyone just feels at home with.

Sell it to me

It's true, I am a salesman. From cars to B2B. I not only have the pitch, but the quality goods to back it up. I've brought back lost corporate clients and helped create winning bids for new portfolios. Together we make it happen.



I am a creative by nature and at heart. Breathing UX and consuming the complex to produce the simple. Design, process and flow.


From small localised hubs to co-dispersed multi-disciplined teams. I love to see products and the people behind them reach their potential.


As a business architect I am an A - Y not forgetting Z person. From a concept through to its delivery. I love seeing great ideas seeded and then realised.


There are many cant's, wont's and cannots. I thrive on finding the possibilities, option b's c's and e's. Truth is, nothing is impossible with the right people.

"From the moment I met Sam he's been nothing less than high-energy and positive. He has a rare mix of creative talent and business understanding which makes him very versatile when working with clients."

John-Daniel Trask - Pervasive Group

Interesting Articles

What is Cognitive Overhead and how to factor it in to yoru designs

Cognitive Overhead

Make it simple, try and cut down the number of logical connections or jumps your brain has to make in order to understand or contextualize the thing you’re looking at.

read more

Responsive Design

Evolving over the past two years, there are a number of techniques and best practices formed. Good insights on sensors, performance and context sensitive interactions

read more
UX Trends of 2013

UX Trends

What are some of the major UX trends we are seeing? Skeuomorphism and responsive design definitely made the biggest impacts but what are they really and how do they impact we do.

read more

A bit about me

I am a New Zealander, who has fallen for London and decided to call it home. With many years of international jet setting under my belt, its fantastic to set down some roots in such a vibrant and tech savy city.

As a UX focused Business Architect, I engage with and enable businesses to enhance products and improve team interconnectivity. Drawing on 14 years of international, interactive and management experience, I am known for successfully delivering large multi regional projects all the way to niche internal solutions.

My ongoing goal is to continue to grow and lead effective teams through the creation, planning and development of technology products that make a difference. Making them usable and engaging for everyday people.

Check out my cv

Say hello ... Kia ora