Contact About Writing & Case Studies What I do

Senior design & UX for ambitious software teams

I help companies design better, ship faster, and get traction.

What I do  ·  Writing & Case Studies  ·  About  ·  Contact

My clients are usually software teams with a big goal. They need to build an incredible product fast, but they're hitting the limits of what they can design in-house.

I'm both a product designer and design coach. My first priority is helping my clients build something their customers love; a close second is teaching them to design better on their own.

As design coach

  • Pair with designers to solve problems together
  • Teach modern design tools (Sketch, Invision, etc)
  • Get designers "unstuck" when they've hit a wall
  • Share helpful visual design tricks
  • Give detailed, constructive design feedback
  • Help designers communicate with stakeholders
  • Set a high bar for design quality
  • Build creative confidence

Hands-on design work

  • Rapid prototyping
  • Intuitive UI interactions
  • Minimal, compelling visual design
  • High-level user tasks & flows
  • Branding & logo work
  • Finding and fixing usability problems
  • Code for front-end web (Javascript, React, HTML/CSS)

Design process

  • Write design briefs with clear goals
  • Run inclusive design kickoffs
  • Help teams go broad with lightweight concepts
  • Prioritize ideas based on user impact
  • Set up effective design feedback loops
  • Test features with real users before shipping
  • Build systems of reusable UI components

Product strategy

  • Help founders distill their product vision
  • Visually share that vision with their team
  • Validate product value with the market
  • Get to the root of what motivates customers
  • Reduce feature complexity before engineering starts
  • Create designer hiring strategies and candidate evaluation

Writing & Case Studies

"You're a natural, kid"—How to spot design talent

The four least-teachable traits of great designers


Using design to make hard life choices

Step one: literally put your priorities in order


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Designing a prototype in 15m

A rapid run-through of user journey mapping and minimal UI design

UX design for startups

A glimpse at lean product design methods

Piano hacking and creative flow

Music tools for intuitive improvisation

Just for fun

I like making complex systems simple, adding delightful details, and supporting self-directed learning.


In 2012, I was the first employee of YC-backed FarmLogs. We started as three people on a couch, raised $35MM, grew to 70 people, and onboarded ⅓ of American farmers on our platform.

I led our design, built our brand, and architected our UX from the ground up. As we grew, I became Director of Product Design, hiring a high-performing design team and using design to drive product strategy.

Later, I co-created a design course at the University of Michigan. Our goal was to build practical design skills in our students, who went on to work at Google and other high-growth tech companies.

Before FarmLogs, I created my own Bachelors of Philosophy degree in Human-Computer Interaction. I've also founded local design organizations and served as a startup mentor at TechStars Mobility and other accelerators.


"Sam is an incredibly talented product designer and coach. He was instrumental in helping FarmLogs design a product and brand that quickly became recognized for our ease of use, igniting years of rapid growth for our company." "

Jesse Vollmar
Co-Founder & CEO, FarmLogs

"Within 5 minutes of Sam starting his talk, I texted my team: 'Damn, Sam is good.' I can't recommend Sam highly enough for anyone interested in creating early-stage products, gathering feedback from potential users, or just learning tips for making it through the emotional grind of startup life."

Jeff Sorensen
Co-Founder, optiMize; Director for Social Innovation at University of Michigan LSA


If you're curious about improving your design or product work, get in touch.

Additional case studies and work samples available on request. Email for rate and availability.