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 2022, 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 PDF Resumé

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 2022, 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 PDF Resumé

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 2022, 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 PDF Resumé

Career History

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.


↳ 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.


↳ 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.


↳ 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

For the first time, UK viewers now spend more time watching video on demand each day than recorded TV playback. At the same time, as the UK moves toward internet-only TV delivery, up to 5.4 million households risk losing access entirely by 2035.

The BBC has a responsibility to ensure everyone can continue accessing what is, for many, a lifeline. But requiring users to sign in through smart TV apps creates a real barrier, especially for people with low digital literacy, such as older audiences.

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

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

2022 – 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.

Having once taken this module as a student, co-leading it now as a BBC UX Designer has been a full-circle and genuinely rewarding experience.

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.

Having once taken this module as a student, co-leading it now as a BBC UX Designer has been a full-circle and genuinely rewarding experience.

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.

Having once taken this module as a student, co-leading it now as a BBC UX Designer has been a full-circle and genuinely rewarding experience.

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

Modernising the BBC's Comment Section

2024

In 2024, I began to work as the sole UX designer on a product team improving the comment experience a the BBC. During this time, I identified broad design and accessibility issues with the experience, and made the case to expand the scope of our work.

Our changes have resulted in a clearer, more inclusive experience that makes it easier for millions of users to read, join, and follow conversations across BBC News and Sport article pages.


↳ Read the Case Study

SKILLS

Accessibility Design

UX Auditing

Systems Thinking

Interaction Design

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 ACCOUNT

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 the best documentation I've ever seen"

SENIOR SOFTWARE ENGINEER, BBC ACCOUNT

Other Experience

  • 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.

    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.”

  • 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

  • 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

  • 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.

    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.”

  • 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

  • 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 2025

Designed and built in Glasgow, Scotland

© Sam Smith 2025

Designed and built in Glasgow, Scotland

© Sam Smith 2025