Samantha Yuen

Senior Consultant

Unlike many of my colleagues, I spurned a design degree in favour of hospitality school 
in Melbourne, Australia. This decision at the ripe age of 16 has led me on a winding adventure where I relinquished hotel shifts for stints in customer service, events, luxury beauty, manufacturing and project management.

These roles unknowingly prepared me for a career in experience design, where my organisational kungfu, big-picture outlook and attention to detail have been valuable in distilling complexity as well as crafting effective approaches that help clients gain deeper understanding of their landscapes and make informed decisions based on customer insight.

At Foolproof, I have had the opportunity to work on an incredible variety of projects that cut across digital and physical domains, such as ethnography on mobile tapping in South Korea, usability testing in Hong Kong and diary studies in Bangkok.

In addition to client work, I drive practice excellence in the Singapore studio and manage Open Device Lab Singapore, the country’s first and only free community library of devices.

While I wear many hats, my core expertise lies in design research and narrative design. 
These skills were honed agency-side at Digital Boomerang, where I headed the content team and helped Singapore government agencies improve their digital experiences, as well as client-side at SingTel managing the NewsLoop app and PropertyGuru leading regional UX as 
a team of one. Till this day, I get immense pleasure from simplifying convoluted information for the layman.

I have also facilitated workshops on web writing, including a 3-year project commissioned 
by the Infocomm Development Authority of Singapore where I co-designed a web content framework and curriculum, then trained 350 public officers to improve their content processes and web writing skills.

Outside of the studio, I volunteer with UX Singapore and am a member of audio-visual collective, SYNDICATE. My travels always involve food, music festivals, abandoned buildings or trains - I backpacked solo from London to Singapore via the Trans-Mongolian in 2007 and hope to meet all the great railroads of the world someday.