Agoraphobia led Sam from hospitality management to human-centered design in 2005. Driven by a fascination of and care for people, she has overcome her fears to lead many global qualitative studies that shape product design and business strategy.
Today, Sam is driving design research as a new discipline at Government Digital Services Singapore, serving 45+ UX designers by developing their kungfu and raising the value of craft. Previously, as founding member of Foolproof Singapore, she helped to grow the APAC business and nurture an insights team.
In building capability, Sam believes in scaling depth as well as breadth of knowledge, working mindfully, and creating safety for vulnerability. She hopes that one day, people will feel safe enough to cry in front of their colleagues.