Sam founded Mace & Menter – a team of user researchers, service designers and UX specialists – to improve the way people experience services. The goal: better experiences for better lives. He has been working in user centred design for 20 years, and loves helping organisations become more people centred. Under Sam’s direction, Mace & Menter have delivered projects for NHSX, NHS Digital, NHS BNSSG, NHS Gloucestershire, Cabinet Office, Policy Lab, DCMS, DVSA and NCSC.
Their work on the 111 service during the pandemic was awarded Best Global Healthcare Research Project by Quirks Media.