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Sam Hooper

UX Director

Sam’s greatest attribute at work is his empathy for the user. He’s gained this from extensive experience, having run his own eCommerce business and even worked for the UN. Likewise, his experience allows him to immerse himself in any business, and hence find the perfect design solution to meet both user needs and business aspirations.

Sam believes UX is about ensuring we tell compelling stories; be inclusive, and create products that work for people. With expertise in UX processes and a good understanding of design and coding, Sam enjoys collaborating in agile environments and is driven by exceeding user and client expectations. 

Client highlights

  • Cabinet Office logo 01
  • Mitsubishi Electric logo
  • download v2
  • comparethemarket


  • dadi awards v3

    Production Team of the Year (UX)

  • Cabinet Office logo 01

    National Graduate Recruitment Awards

  • logo thedrum desktop v2

    UX and Usability, Thomas Cook

  • uk agency awards 190123 171533

    Design Agency of the Year

Featured in

Sam loves to ensure we drive diverse talent into our industry. He is the ambassador for Design Thinking at the 'AI for Teens' and 'Girls in AI' events ran by Acorn Aspirations in partnership with Microsoft, where he regularly runs workshops and acts as lead mentor for up to 50 teens, as well as the other mentors, at each event.

Cyber-Duck ran the Live Stage at the popular UX Live in 2019. Sam was invited to feature on one of the panels, which was titled ‘Let’s Chat about Conversational Design’. He also hosted a workshop that taught attendees how to leverage CUI, with a little help from our new white paper.

Filling out forms is part and parcel of many web experiences. Whether you’re paying for that Christmas gift for your grandma or signing up to a new newsletter, you’ll have to complete a form. But, as users, we all like as smooth an experience as possible. Cristina and Sam showed the best and the worst for World Usability Day.


Film v2


True Romance

Book v2


Sense & Respond by Jeff Gothelf

TV v2

TV Show

Nathan Barley

Sport v2



Hobby v3


Scratch DJ

Food 1


Yum Bowl

Danny Headshot 2020 v2

Let's collaborate

For over 15 years, we’ve transformed digital products and services. Think we could help? let’s talk - call Danny on +44 (0)208 953 0070 for an introductory chat.

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