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Sam Ayres is a seasoned UX designer and researcher with a diverse background in the field, currently serving as a Senior UX Designer and Researcher at Tangity since October 2025. Previous roles include Senior UX Designer at CACI Digital Experience from November 2023 to October 2025, and Product Designer at Virgin Atlantic from August 2022 to November 2023. Sam has extensive experience as a Senior UX Designer at British Airways and a Senior UX UI Designer at Vodafone, along with freelance roles focused on UI/UX from 2017 to 2018. Early career highlights include leading UX efforts at Reactive and Cedar Communications, and developing interaction design at Applied Information Group. Academic qualifications include a Master of Fine Arts from Wimbledon School of Art and a Bachelor's degree in Graphic Design & Communication from Central Saint Martins.