I am A

Senior

Smiling man with short tousled hair wearing a white t-shirt against a plain light background.

Designer

12 Years Experience

My Journey
I'm a product designer who believes that great design isn't just about making things look beautiful, it's about solving real problems for real people. Whether I'm designing financial wellness tools for millions of Amazon customers, creating authentication experiences for Lloyds Banking Group, or rebuilding trust in AI transcription tools for healthcare clinicians,I approach every challenge with curiosity, empathy, and a relentless focus on the user.

My path to product design has been shaped by a fundamental belief: technology should empower people, not complicate their lives. This philosophy drives every decision I make, from the earliest research phases to final implementation. Throughout my career, I've had the privilege of working with leading organisations like Amazon, Lloyds Banking Group, and innovative healthcare technology companies. Each experience has taught me that the best solutions emerge when you deeply understand the people you're designing for, whether that's a busy clinician in theatre, a customer trying to complete a secure transaction, or someone struggling to gain control of their financial life. 

What Drives Me
I'm energised by complex challenges that sit at the intersection of human behavior, business goals, and technical constraints. The projects that excite me most are those where the stakes are high and the impact is tangible.

My Story

Industry
History

LBG

UX Designer - Senior UX Designer
Silhouette of a rearing horse with mane and tail flowing.
2013-2022

Amazon

Senior Product Designer
Black silhouette of a rearing horse with mane and tail flowing.
2022-2024

Pizza Hut

Senior Product Designer
Amazon logo with a white lowercase 'a' and an orange arrow forming a smile underneath.
2024

Carebit

Senior Product Designer
Pizza Hut logo with red roof icon and white text on a red background.
2024-2025
MY

Core Values

/01

User obsession

Illustration of protective hands around a smiling person icon with radiating lines on a teal background.
/02

Data-driven design

Person with headphones and glasses using a smartphone and computer at a desk with a colorful digital interface and neon graphics in the background.
/03

Ownership

Raised human hand with fingers spread against a blurred background of green foliage.
/04

Dive deep

Two snorkelers silhouetted underwater with sunlight filtering down from the surface above.
/05

Deliver results

Blurred image of a group of people raising their hands together with a sunset in the background.

Beyond Design

I'm based in Cornwall, where I'm raising my family surrounded by some of the most stunning coastline in the UK. Living here isn't just about the views, it's about a lifestyle that keeps me grounded and inspired. When I'm not designing, you'll find me catching waves along theCornish coast. Surfing has taught me patience, adaptability, and the importance of reading conditions before making a move, lessons that translate surprisingly well to product design.

My family and I love exploring in our camper van, taking spontaneous trips to discover hidden beaches, coastal paths, and quiet corners of nature. These adventures remind me why I'm drawn to mission-driven companies, organisations that aren't just focused on profit, but on making a genuine positive impact on people's lives and the world around us. Whether it's improving financial wellness, building trust in healthcare technology, or creating more accessible digital experiences, I want my work to matter.

Nature has a way of providing perspective. A morning surf or a weekend in the van reminds me that the best solutions often come when you step back, breathe, and approach problems with fresh eyes. It's also taught me the value of sustainability and long-term thinking, principles I bring to my design work. Just as we protect the natural spaces we love for future generations, I design experiences that stand the test of time and improve people's lives in meaningful, lasting ways.

Balancing family life, a passion for the outdoors, and a career in product design has taught me resilience, time management, and what truly matters. It's made me a better designer, more empathetic, more grounded, and more committed to creating work that aligns with my values.

What sets Sam apart is his genuine curiosity and growth oriented attitude. He approaches every problem with fresh eyes and an eagerness to understand the “why” behind user behaviour and business objectives.

Jamie Acutt
⚡️ Founder - Ascendable

I can confidently say that he is one of the most talented and creative designers I've had the privilege of collaborating with.

Riccardo Pucci
Head of Instalment Lending Spain - Amazon

Sam is one of those multi-talented people you just want on your team, able to grasp and creatively assess & discuss big ideas, and quickly take work forward.

Niclas Ljungberg
Practice Lead for Service Design - lloyds Banking Group

I've been consistently impressed by his technical expertise, user research skills, and creative problem-solving abilities.

PAtrick Schneider
Senior UX Designer - Amazon
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Get In Touch

Samkness@GMAIL.COM

Samkness@gmail.com