Samuel is an experienced designer specializing in wayfinding and customer experience. He served as a key figure in the redesign of Singapore MRT’s wayfinding system during his tenure with the Land Transport Authority (LTA). He later also worked with various Singapore Government Agencies, such as SNDGO, GovTech, ServiceSG, and ICA, to design cohesive customer experiences for Singaporeans and visitors. Currently based in Qatar, Samuel is leading efforts in wayfinding transformation for the Doha Metro and Lusail Tram networks. Notably, his team delivered enhancements to the networks within 6 months, which in part contributed to the success of the world’s most compact FIFA World CupTM, hosted by Qatar in 2022. The networks served over 9milllion trips during the 28-day tournament. If Samuel did not pursue a design career, he may be a linguistic researcher, as he is often intrigued by writing systems and language design.