I'm a UX Designer in Glasgow, Scotland, currently designing participation and engagement tools at the BBC.


I’ve worked on removing barriers for older and less-confident users to access BBC services they rely on, improved the safety and health of commenting, and built the design system behind BBC Account. In doing so, I’ve led other designers, aligned stakeholders, and influenced strategy through clarity, ownership, and steady delivery.

Since 2023, I've co-ran the UX Design module for the BSc (Hons) Digital Design course at Glasgow Caledonian University. I also do creative work on a freelance basis, contributing to projects across tech, education, and AI.


↳ Download CV.pdf

I'm a UX Designer in Glasgow, Scotland, currently designing participation and engagement tools at the BBC.


I’ve worked on removing barriers for older and less-confident users to access BBC services they rely on, improved the safety and health of commenting, and built the design system behind BBC Account. In doing so, I’ve led other designers, aligned stakeholders, and influenced strategy through clarity, ownership, and steady delivery.

Since 2023, I've co-ran the UX Design module for the BSc (Hons) Digital Design course at Glasgow Caledonian University. I also do creative work on a freelance basis, contributing to projects across tech, education, and AI.


↳ Download CV.pdf

I'm a UX Designer in Glasgow, Scotland, currently designing participation and engagement tools at the BBC.


I’ve worked on removing barriers for older and less-confident users to access BBC services they rely on, improved the safety and health of commenting, and built the design system behind BBC Account. In doing so, I’ve led other designers, aligned stakeholders, and influenced strategy through clarity, ownership, and steady delivery.

Since 2023, I've co-ran the UX Design module for the BSc (Hons) Digital Design course at Glasgow Caledonian University. I also do creative work on a freelance basis, contributing to projects across tech, education, and AI.


↳ Download CV.pdf

Career History

Junior UX Designer, BBC

January 2022 – Present

Freelance Digital Designer

July 2020 – Present

Education History

BSc Digital Design, Glasgow Caledonian University

September 2020 – January 2022

HND Digital Media, City of Glasgow College

August 2018 – July 2020

Projects

Building the BBC Account Design System

2023 – Present

In 2023, the BBC Account team lacked a centralised design system, causing design and engineering inefficiencies, inconsistencies, and duplication.

I set the overall direction for the project, reporting directly to my Creative Director, and led the standardisation of component structure, naming, and tool integration to align design and development.

I also championed the system across the organisation through presentations and workshops, while leading a rotating team of juniors, trainees, and apprentices.

The design system has captured over 40 components, and has been used in the design and development of several key flows across Account journeys. For designers, it's now faster to design, easier to hand over, and far simpler to keep experiences consistent and accessible across journeys.

↳ Read the Case Study

In 2023, the BBC Account team lacked a centralised design system, causing design and engineering inefficiencies, inconsistencies, and duplication.

I set the overall direction for the project, reporting directly to my Creative Director, and led the standardisation of component structure, naming, and tool integration to align design and development.

I also championed the system across the organisation through presentations and workshops, while leading a rotating team of juniors, trainees, and apprentices.

The design system has captured over 40 components, and has been used in the design and development of several key flows across Account journeys. For designers, it's now faster to design, easier to hand over, and far simpler to keep experiences consistent and accessible across journeys.

↳ Read the Case Study

In 2023, the BBC Account team lacked a centralised design system, causing design and engineering inefficiencies, inconsistencies, and duplication.

I set the overall direction for the project, reporting directly to my Creative Director, and led the standardisation of component structure, naming, and tool integration to align design and development.

I also championed the system across the organisation through presentations and workshops, while leading a rotating team of juniors, trainees, and apprentices.

The design system has captured over 40 components, and has been used in the design and development of several key flows across Account journeys. For designers, it's now faster to design, easier to hand over, and far simpler to keep experiences consistent and accessible across journeys.

↳ Read the Case Study

SKILLS

Systems Thinking

Interaction Design

Design Leadership

Cross-Functional Collaboration

“Sam has confidently led others in the team on work to build out the Design System, and has shown a truly collaborative approach in building advocacy in the team.”

CREATIVE DIRECTOR, BBC UX&D

Prototyping and Testing a Supportive TV Sign In Journey

2025

I contributed to the development of an easy to use native TV sign in experience and tested early concepts with low digital literacy users. Their feedback led our team to build an experimental prototype featuring a synthetic voice assistant that uses simple, human terms to guide people through signing in.

I developed the concept, built the full interactive prototype, supported user testing, and helped deliver our findings.

In early testing, most retirees said the guidance made them feel more capable, describing it as supportive and giving them confidence to complete sign-in independently, and students welcomed it as an accessibility and inclusion boost for other audiences.


↳ Read the Case Study


SKILLS

Accessibility Design

Prototyping

Voice UX + Conversational Design

User Research and Testing

Interaction Design

"Sam has been a key contributor to the work the Account team has carried out on the TV experience over the past year. Most recently, he played an instrumental role in building out the supportive path experience.

He consistently demonstrates a positive, can-do attitude and is highly self-driven and motivated when carrying out work."

UX DESIGNER, BBC ACCOUNT

Teaching and Mentoring at Glasgow Caledonian University

2023 – Present

For the past three years, I've co-led the UX Design module for BSc (Hons) Digital Design at Glasgow Caledonian University. I teach parts of the syllabus, give feedback on student work, and provide one-to-one mentorship.

I've collaborated with university staff and design colleagues to shape the module contents, balancing my growing industry experience, experience of transitioning from education to industry, and student needs.

I've supported over 100 students across 3 cohorts since 2023. As a student, I studied this module, and returning to co-lead it as a BBC UX Designer has been a genuine full-circle moment.

For the past three years, I've co-led the UX Design module for BSc (Hons) Digital Design at Glasgow Caledonian University. I teach parts of the syllabus, give feedback on student work, and provide one-to-one mentorship.

I've collaborated with university staff and design colleagues to shape the module contents, balancing my growing industry experience, experience of transitioning from education to industry, and student needs.

I've supported over 100 students across 3 cohorts since 2023. As a student, I studied this module, and returning to co-lead it as a BBC UX Designer has been a genuine full-circle moment.

For the past three years, I've co-led the UX Design module for BSc (Hons) Digital Design at Glasgow Caledonian University. I teach parts of the syllabus, give feedback on student work, and provide one-to-one mentorship.

I've collaborated with university staff and design colleagues to shape the module contents, balancing my growing industry experience, experience of transitioning from education to industry, and student needs.

I've supported over 100 students across 3 cohorts since 2023. As a student, I studied this module, and returning to co-lead it as a BBC UX Designer has been a genuine full-circle moment.

SKILLS

Mentorship

Design Leadership

Teaching and Facilitation

Communication

"Sam demonstrated everything a great design lecturer should be.

A creative mind, an eye for detail to help and guide student designs and utilising his fantastic communication skills to convey guidance and feedback clearly."

LECTURER, GLASGOW CALEDONIAN UNIVERSITY

BBC Sign In and Registration Modernisation

2024

Building on my work developing the BBC Account Design System, I supported all stages of a design refresh across the BBC's Sign In and Registration flows.

I led a small team of rotating designers to conduct a thorough audit of the current experience, which uncovered many design inconsistencies and failures to meet accessibility standards.

I delivered a comprehensive set of guidelines for a new set of designs, and collaborated closely with developers to support implementation across key journeys.

Once development is complete, the updated BBC Sign In and Registration experience will be significantly more accessible, consistent, and aligned with wider BBC standards.


↳ Read the Case Study

Building on my work developing the BBC Account Design System, I supported all stages of a design refresh across the BBC's Sign In and Registration flows.

I led a small team of rotating designers to conduct a thorough audit of the current experience, which uncovered many design inconsistencies and failures to meet accessibility standards.

I delivered a comprehensive set of guidelines for a new set of designs, and collaborated closely with developers to support implementation across key journeys.

Once development is complete, the updated BBC Sign In and Registration experience will be significantly more accessible, consistent, and aligned with wider BBC standards.

Building on my work developing the BBC Account Design System, I supported all stages of a design refresh across the BBC's Sign In and Registration flows.

I led a small team of rotating designers to conduct a thorough audit of the current experience, which uncovered many design inconsistencies and failures to meet accessibility standards.

I delivered a comprehensive set of guidelines for a new set of designs, and collaborated closely with developers to support implementation across key journeys.

Once development is complete, the updated BBC Sign In and Registration experience will be significantly more accessible, consistent, and aligned with wider BBC standards.


↳ Read the Case Study

SKILLS

Accessibility Design

UX Auditing

Systems Thinking

Design Documentation

Cross-Functional Collaboration

"Sam produced some of the best documentation I've ever seen"

SENIOR SOFTWARE ENGINEER, BBC ACCOUNT

BBC Comments Design Upgrade

2024

I led UX direction on a visual refresh of the BBC’s comments experience, working as the sole designer on a live product used by millions across BBC News and Sport.


Initially brought in to support a small flow change, I identified wider usability and accessibility issues and successfully expanded the scope into a full redesign.


Working closely with the Participation team, I delivered a modern, inclusive comments experience aligned with BBC GEL standards. I owned UX direction end-to-end, from problem definition and high-fidelity designs through to documentation, developer handover, and implementation support, laying the groundwork for future iteration and scalability.


↳ Read the Case Study

Building on my work developing the BBC Account Design System, I supported all stages of a design refresh across the BBC's Sign In and Registration flows.

I led a small team of rotating designers to conduct a thorough audit of the current experience, which uncovered many design inconsistencies and failures to meet accessibility standards.

I delivered a comprehensive set of guidelines for a new set of designs, and collaborated closely with developers to support implementation across key journeys.

Once development is complete, the updated BBC Sign In and Registration experience will be significantly more accessible, consistent, and aligned with wider BBC standards.

SKILLS

Accessibility Design

UX Auditing

Systems Thinking

Design Documentation

Cross-Functional Collaboration

"Sam's designs are consistently clean, thoughtful, and straightforward to implement. I really value how clearly he explains the reasoning behind his decisions."

SENIOR SOFTWARE ENGINEER, BBC PARTICIPATION

Moderating Comments at Scale

2025 – Present

I’m working on an ongoing BBC Comments moderation project, collaborating closely across a product trio of design, product, and engineering, alongside stakeholders in User Engagement and moderation, including the external moderation team. The goal is to improve the comments experience for millions of users while reducing avoidable pressure on a small moderation team operating at scale and under constant stress.

The work is highly iterative, supporting developer spikes and experiments to validate solutions quickly. A key focus right now is user-to-user muting, giving commenters more control over what they see while aiming to reduce low-severity reports reaching the moderation queue, all within a user-centred and safety-led approach.


↳ Read the Case Study

SKILLS

User-Centred Design

Problem Solving

Stakeholder Management

Interaction Design

Cross-Functional Collaboration

"Sam added tons of value and helped progress work forward."

UX LEAD, BBC USER ENGAGEMENT

Other Experience

  • Cellnex Sense City Interactive Mat

    2023 – 2024

    I worked with Digital Skills Education and Cellnex to design a smart-city workshop for young learners, creating a full set of materials including a 2m x 2m floor mat, lesson guides, cards, and slides.

    The mat was the centrepiece – a fictional city designed with real urban design thinking, built to work with micro:bit hardware and 3D components, supported by a mini design system of shops, stations, cafés, and more.

    With limited brand guidelines, I created a visual language inspired by Cellnex’s colours that felt naturally on-brand while staying playful and functional. The result was an intuitive, immersive learning tool that also reflects the diverse, interdisciplinary nature of my work.

    ↳ Read the Case Study

  • Head of Design, The EDIT Magazine

    2021 – 2022

    I was elected Head of Design of The EDIT, Glasgow Caledonian University’s student-run magazine. I designed and produced several issues, including the magazine’s long awaited return to print following a digital-only period during the COVID-19 pandemic.

    I was awarded a Glasgow Caledonian University Star Award for ‘Best Overall Contribution from a Volunteer’ for my work.

    “Sam was said to have completely turned The EDIT around this year, making it more professional, eye catching with a great attention to detail.”

  • Creative Direction, I'm Probably Perfect

    2025 – 2026

    I recently worked closely with the promoters of I'm Probably Perfect, a new Glasgow club night, to develop the event’s visual language and promotional approach.


    My role involved translating a deliberately self-aware, disruptive concept into abstract, expressive design across motion, print, and digital outputs, intentionally avoiding conventional club-night aesthetics.


    Through rapid iteration and close collaboration, I delivered work that embraced ambiguity, texture, and attitude, showcasing a more experimental side of my discipline.

  • INTL Live Project Winner

    2019

    In 2019 I took part in Graphic Design Festival Scotland’s “Live Project”, working under mentorship from FortyTwo and responding to a brief exploring the idea of “home”. Instead of treating home as something personal, I reframed it as something collective – our planet, Earth.

    I designed an app concept that randomly connects two people anywhere on the planet, with no profiles or data – just a simple, human exchange that makes the world feel a bit smaller. The project was selected as a GDFS19 Award Winner, recognised for its clarity, delivery, and conceptual strength.

    ↳ Read the Case Study

  • Cellnex Sense City Interactive Mat

    2023 – 2024

    I worked with Digital Skills Education and Cellnex to design a smart-city workshop for young learners, creating a full set of materials including a 2m x 2m floor mat, lesson guides, cards, and slides.

    The mat was the centrepiece – a fictional city designed with real urban design thinking, built to work with micro:bit hardware and 3D components, supported by a mini design system of shops, stations, cafés, and more.

    With limited brand guidelines, I created a visual language inspired by Cellnex’s colours that felt naturally on-brand while staying playful and functional. The result was an intuitive, immersive learning tool that also reflects the diverse, interdisciplinary nature of my work.

    ↳ Read the Case Study

  • Head of Design, The EDIT Magazine

    2021 – 2022

    I was elected Head of Design of The EDIT, Glasgow Caledonian University’s student-run magazine. I designed and produced several issues, including the magazine’s long awaited return to print following a digital-only period during the COVID-19 pandemic.

    I was awarded a Glasgow Caledonian University Star Award for ‘Best Overall Contribution from a Volunteer’ for my work.

    “Sam was said to have completely turned The EDIT around this year, making it more professional, eye catching with a great attention to detail.”

  • Creative Direction, I'm Probably Perfect

    2025 – 2026

    I recently worked closely with the promoters of I'm Probably Perfect, a new Glasgow club night, to develop the event’s visual language and promotional approach.


    My role involved translating a deliberately self-aware, disruptive concept into abstract, expressive design across motion, print, and digital outputs, intentionally avoiding conventional club-night aesthetics.


    Through rapid iteration and close collaboration, I delivered work that embraced ambiguity, texture, and attitude, showcasing a more experimental side of my discipline.

  • INTL Live Project Winner

    2019

    In 2019 I took part in Graphic Design Festival Scotland’s “Live Project”, working under mentorship from FortyTwo and responding to a brief exploring the idea of “home”. Instead of treating home as something personal, I reframed it as something collective – our planet, Earth.

    I designed an app concept that randomly connects two people anywhere on the planet, with no profiles or data – just a simple, human exchange that makes the world feel a bit smaller. The project was selected as a GDFS19 Award Winner, recognised for its clarity, delivery, and conceptual strength.

    ↳ Read the Case Study

Designed and built in Glasgow, Scotland

© Sam Smith 2026

Designed and built in Glasgow, Scotland

© Sam Smith 2026

Designed and built in Glasgow, Scotland

© Sam Smith 2026