Hello, my name is Samuel.

I'm deeply passionate about technology and how it profoundly changes the way we live. That pursuit sparked during my internship at Apple's iTunes & App Store team at university.

For the past 11 years, I've worked at both ends of the growth curve. As a startup's first design hire at HyperAir, and later building Pepperstone Crypto's exchange from the ground up, I've been the person turning a blank page into a working product. As part of larger teams — leading the Financial Products design team and Grow tab at OKX, aligning the trading experience across global markets at HSBC — I've taken products that already worked and made them work at scale.

What stays constant across both is the same instinct: find the framework the moment needs, whether that's the first design decision or the hundredth.

At leisure, I run a UI/UX design community called Friends of Figma Hong Kong — one recurring discourse is what AI means for design work, and we run mentorship cohorts for local designers.