Samuel is a designer passionate in wayfinding strategy and design. He is skilled in leading teams through the entire design process, from defining the problem to architecting effective solutions.
Design Lead with over 10 years of experience.
Let’s connect
Keen to collaborate or improve wayfinding for your establishment? Drop a note here, or email at contact@samuel-lim.com!
Samuel is fluent in English and Mandarin, tries to speak Thai when in Thailand, is learning Spanish on Duolingo, and can identify "al" and "m" in Arabic text.
Let’s connect
Keen to collaborate or improve wayfinding for your establishment? Drop a note here, or email at contact@samuel-lim.com!
Samuel is fluent in English and Mandarin, tries to speak Thai when in Thailand,
is learning Spanish on Duolingo, and
can identify "al" and "m" in Arabic text.
Design Lead, Innovation Lab
Public Service Division,
Prime Minister's Office — Singapore
Oct 2020 - May 2022
Leading research design in inter-agency collaborations, including with SNDGO, GovTech, ServiceSG, ICA, and more.
Projects include:
- Healthcare Services
- Citizen Services
- Workplace Design
- Digital Interfaces
- Communication Design
Wayfinding Design Lead
Architecture Sub-Group,
Land Transport Authority — Singapore
Aug 2015 - Oct 2020
Led redesign of wayfinding experience for Singapore's transit system. Collaboration spans across agency and external partners.
BA Design Communication
(First Class Honours)
Goldsmiths, University of London
LASALLE College of the Arts
Aug 2012 - Aug 2015
Skills
- UI/UX Design
- Design Guidelines
- User Research & Testing
- Agile Methodology
- Wireframing
- Prototyping
- Journey Mapping
- Wayfinding/Spatial Design
Languages
- Bilingual English and Chinese Mandarin
- Elementary Thai
Signage & Wayshowing Expert
Customer Experience,
Qatar Railways — Doha, Qatar
June 2022 - Present
Leading wayfinding transformation for Doha Metro and Lusail Tram networks. Collaborating with Qatar's Ministry of Transport on projects involving other modes of transport and customer touchpoints in and outside of stations.
Enhanced and delivered Metro and Tram stations within 6 months of arrival in Qatar, contributing to the globally acclaimed FIFA World Cup Qatar 2022.
