Sam Simpson
Senior User Researcher and Partner @Ideasmiths Llp
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WORK HISTORY
Senior User Researcher and Partner @Ideasmiths Llp
GB
Senior User Researcher open to remote UK and EU-based contracts. Recent projects include:Led large-scale Discovery research to understand public responses to a proposed long-term regional transport strategy for a large local authority, covering multi-modal travel. Designed and delivered research, engaging ~100 participants across urban and rural communities. Synthesised findings across policy, service and infrastructure constraints, identifying key pain points and prioritised evidence-based recommendations to support strategic decision-making.Department for Education - Led interviews and focus groups with finance managers, headteachers and DfE staff to identify user needs for a national school procurement service (Discovery/Alpha). Collaborated with designers and developers to validate research findings, with usability testing showing clearer flows and improved task completion.Led discovery-to-live research for a high-end holiday accommodation platform, identifying user needs and experience gaps, liaising with designers and devs (Discovery - Live) contributing to improved retention.Mentoring junior and senior researchers, promoting rigorous, ethical, decision-focused research practice using user-centred design principles.
EDUCATION
University of York
Doctor of Philosophy - PhD, Human Computer Interaction
University of Cambridge
Master’s Degree, Computer Speech and Language Processing
University of Essex
Bachelor’s Degree, English Language and Literature
University of Cambridge
Master of Philosophy - MPhil, Computer speech and language processing
ABOUT SAM SIMPSON
Professional, enthusiastic, skilled & adaptable user & UX researcher with 20 years’ experience of leading qualitative research across complex public-sector, health, education and academic environments. I specialise in large-scale discovery, service complexity, accessibility and translating research into clear priorities and decisions for digital teams, particularly in the areas of health & sensitive and difficult to access users.Designing, running & delivering qualitative & quantitative research using Agile & User-Centred methods & facilitating, coaching & supervising user research, UX & usability testing projects, I work as an independent contractor on remote, UK and Europe-based engagements. I’m comfortable owning ambiguous problems end-to-end and working with senior stakeholders across policy, design, and delivery.
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