"Empathy is absolutely crucial for success": a day in the life of UX director Sam Drury

Sam Drury headshot
(Image credit: Sam Drury)

Sam Drury is UX director at UIC Digital, a creative engineering company with a focus on building digital products with a well-built and accessible appeal. Beginning his career as a Paper Engineer at Santoro Graphics, Sam "caught the bug" when designing his first UX wireframe, leading him to pursue a successful career in UX design.

Working with clients like the BBC, FIFA and NBC, Sam has led multiple teams with a drive for quality and innovation. As part of our Day in the Life series, I caught up with Sam to discuss the pioneering work of UIC Labs, his favourite creative tools and what the rise of AI means for the UX industry.

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Natalie Fear
Staff Writer

Natalie Fear is Creative Bloq's staff writer. With an eye for trending topics and a passion for internet culture, she brings you the latest in art and design news. Natalie also runs Creative Bloq’s Day in the Life series, spotlighting diverse talent across the creative industries. Outside of work, she loves all things literature and music (although she’s partial to a spot of TikTok brain rot).