Sam Sherman joined Formidable's elite design team in early 2021, becoming our firm's first Connecticuter. She's previously held similar roles with Maark (Boston digital transformation agency) and 22squared (Tampa ad agency). Sam joined us to work in product design, usability research and testing, and to help build and grow the design team. Specializing in human-centered design and processes, Sam has over ten years' experience in expertly creating complex prototypes, information architectures, UI elements, and user flows. The former president of the AIGA Tampa Bay chapter, Sam is an avid member of the design community. She's also a pianist, craft beer enthusiast, and fancy cake baker who spends her weekends hiking with her husband, dog, and 10-month-old son.