Why I'm Becoming a Full-Stack Designer

Read time 5 mins

Sometimes you need to evolve beyond what's comfortable. After years of crafting design systems and digital experiencesworking in-house teams and collaborating with agencies on complex visual systemsI realised my work with B2B websites and brand communications felt increasingly disconnected from where technology is heading. As AI transforms our industry, I knew it was time to evolve beyond just designing interfaces.

I've always been a designer and web developer, but my passion lies in being a true full-stack designersomeone who can both craft beautiful experiences and build them from the ground up. That's why I'm expanding my skillslearning more advanced frontend frameworks, diving into backend development, and embracing AI tools to accelerate this journey.

My tech stack reflects this evolution. I pair traditional design tools with AI companions like Claude for problem-solving, Cursor AI for coding, Midjourney for visual exploration, and ChatGPT for brainstorming nad testing. These aren't just toolsthey're multipliers for creativity and productivity.

I've spent years refining my design craft, from user flows to pixel-perfect interfaces. Now I'm expanding that expertise into development, not because design is becoming less valuable, but because the intersection of design, code, and AI is where the most interesting challenges live.

This isn't about jumping on the AI hype train. It's about recognising how these technologies can amplify our capabilities as builders. I see AI as a collaborator that enhances human creativity, not a replacement for genuine insight and craftsmanship.

Yes, I still get imposter syndrome when diving into new frameworks or backend concepts. But I'm also confident in my ability to craft experiences that users love. This rebuild represents that dualitya designer expanding into engineering, learning and building in public.

My background taught me to combine creativity with technical precision. Now I'm applying that mindset to create digital products that make life better. This site will showcase that journey through my experiments and projects, documenting both successes and learning moments along the way.

For now, you'll find a playground of my current experiments on my home page. I'll be updating the site with more substantial projects that align with my vision soon, but in the meantime, I invite you to explore these early steps in my evolution as a builder.

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Built in the 🇬🇧, shipping globally.

Click to copy:

Follow me on

©ItsSam 2025

Built in the 🇬🇧, shipping globally.

Click to copy:

Follow me on

©ItsSam 2025