"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 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. A recent English Literature graduate, Natalie enjoys covering the lighter side of the news and brings a fresh and fun take to her articles. Outside of work (if she’s not glued to her phone), she loves all things music and enjoys singing sweet folky tunes.

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