👋🏽 Nice to virtually meet you, I'm Samantha Tu.

I’m a designer focused on digital product design experiences. I love unraveling problems into simple, meaningful and frictionless end-to-end experiences. I really enjoy dabbling in the strategy process of design, while I've also grown to appreciate crafting the high fidelity of end products.

Design for me is really about creating ways to improve the relationships between people, technology and business needs.

I really dig collaboration, little big details, sitting by the water, self reflection, city lights, chicken on the rocks, mobile pick up options and spin classes.

UX Designer —

SapientRazorfish | Toronto, ON


Designing experiences for large scale B2C company, Walmart Canada; identifying opportunities for E-commerce and In-Store Scan & Go mobile apps

Working in agile environments, cross-functionally with developers, QA and stakeholders on mobile apps product team to increase and improve usage on in-store app

Conducted research for new mobile app features; prototyped native app experience, created usability test scripts and ran unmoderated usability tests for e-commerce lists

Lead on-site field research at Walmart stores across the Greater Toronto Area; facilitated test sessions and interviewed store managers and associates on Scan & Go’s in-app payment flow

Synthesized results and translated insights into actionable product changes, validating design recommendations through prototyping and A/B testing feature concepts



INTERACTION design intern —

Intuit HQ | mountain view, california

May 2017 - Aug 2017

Conducted research for QuickBooks Find An Accountant web platform, lead follow me home field research studies and participated in on-site accountant research panel for user testing facilitations

Designed and shipped QuickBooks Education Training Tour end to end online flow, improving user experience for event registration process

Worked cross-functionally with QuickBooks Online Accountant product team comprised of product managers, engineers, researchers and fellow designers across visual, content and prototyping design streams

Participated in Intuit's 3rd Annual Design Week held in Plano, Texas. Teaming up with ProTax innovation leaders, interaction designers and tax content analyst interns

Developed user flows for an Intuit Tax Online concept focusing on personalization, presented to design teams across Plano, San Diego, Tucson, Woodland Hills, Mountain View and Toronto offices



Projects + School Involvement

Digital marketing strategy work →


Freelance ux Design + consulting —

self employed

feb 2018 - present

Clients: Image Clinic, Yundi Software Solutions (RealTalk.Careers), PB&J App 

Managed and designed Image Clinic’s client-facing website, redesigning services pages and consultation/appointment booking experience

Designed new discover page career-type search filtering feature for RealTalk.Careers website to improve how students searched for career talk pages

Completed competitive benchmarking research on dating app on-boarding flows for PB&J, redesigning UI screens to ensure users understand and recognize the app’s value





Aug 2017 - Apr 2018

Focused on content language, voice and tone design of student union (thessu.ca) web/mobile platform experience, e-mail marketing and social media channel messaging

Updated daily events calendar, student association team pages and weekly SheridanLife blog posts on thessu.ca; crafting page design layout and curating copy

Collaborated closely with marketing manager, communications coordinator and design team; contributed new website feature concepts and digital marketing initiatives 

Ensured all digital marketing content aligned with the Sheridan Student Union's mission and goals towards being a student led community enhancing the experience of all students 



Social Media leader + Designer —

Sheridan College | Oakville, ON

Aug 2015 – Feb 2017

Managed and created content on dedicated Sheridan social media channels: Facebook, Twitter, Instagram, Pinterest 

Strategized meaningful content strategy methods to generate increase in community engagement and awareness 

Lead social media design direction for the #SheridanMoments campaign - designing promotional images, e-mail banners, interactive artwork and crafting copy

Worked alongside Kaldor Design and Brand Strategy to implement new creative direction on the official Sheridan Instagram channel - this allowed for more personal practice in photography, photo editing and creative strategy responsibility




Sheridan College | OAKVILLE, ON

sep 2014 – aug 2019*


Out & About


Sheridan IXDA Intern Night | Speaker 

Canada Service Design Conference | Volunteer

Student Pathways Challenge | Participant 

UMich: MHacks X Hackathon | Participant

Global Service Design Jam | Participant 

UofT: Hackathon IV | Participant 

York U: Lady Hacks Hackathon Participant 

FITC Toronto Sheridan IXDA Representative



Sheridan Women at LadyHacks | Best Pitch  

Sheridan Student Union | Student Leadership

Sheridan Social Community Leader | SCL Experience


Connect ONTrack | Connect ONTrack Winner 

Student Pathways | Top 10 Finalist 

Lady Hacks | Deloitte Digital: Best Pitch