Sami Hurwitz

Senior UX Designer

I design complex systems that have to feel simple.

About

I've spent most of my career on products that take a minute to explain.

Data dense freight rate search and comparison across a huge volume of carriers, routes and pricing · WiseTech Global
Online banking rebuilt through a bank merger and full platform migration · ubank
Enterprise and consumer grade platforms across construction, logistics, and property, each its own world · Switch IT

The part of the work I care about most is harder to show in a portfolio: building design culture in teams that haven't worked with a designer before, and earning the kind of trust where your input shapes decisions, not just screens. That's where I do my best work.

At WiseTech, I joined a product area where UX had little influence and no clear ways of working. Over time I have become a core point of contact across product and engineering, and continue to help shift how design is used across the rating products. Today, UX involvement in the team is considered to be non-negotiable.

Outside of work, I bake and throw pottery. Both are patient, tactile crafts, and I bring the same care to design: considered and attentive to how something feels, not just how it looks.

Selected Work

Leading the design and reshaping of a complex rate platform in-flight

CargoWise CarrierConnect (C3) · WiseTech Global

A rate search and pricing comparison platform that freight forwarders rely on every day, handling huge volumes of dense data across carriers, routes, and schedules. I've been on this project for more than three years, the last two as the sole designer, working end-to-end from research to dev handover.

Turning a clunky legacy tool into a modern, usable product, designing how forwarders search and compare rates and continuing to expand it feature by feature.

In testing, every customer shown the new flows asks when they can start using it.

EnterpriseProduct designDesign cultureComponent libraryResearch

Redesigned core banking flows through a 650,000 customer migration

ubank (formerly 86 400)

Part of the everyday banking team as two banks merged onto a single platform.

Designed key flows, including first-time login for migrating customers, and improved accessibility across mobile and web.

Led a research program end-to-end, conducting 250 in-person interviews and synthesis that directly informed roadmap decisions.

Consumer fintechResearchAccessibilityMobile and web

Shipped enterprise and consumer products across multiple industries at agency speed

Switch IT

Worked across a mix of enterprise and consumer grade products in a fast-paced agency environment.

Projects included a self-service platform for HIA (60,000 users), a logistics hub for Coates, and platform redesigns for Frasers Property Australia.

Each one meant rapid domain onboarding and designing under ambiguity as the default.

EnterpriseConsumerMulti-clientResearchAdaptability

Experience

May 2023 – present

Senior UX Designer

WiseTech Global

Jul 2022 – Jul 2024

Casual Academic Tutor

University of Technology Sydney

Alongside full time design work

Dec 2021 – Apr 2023

UX/UI Designer

ubank (formerly 86 400)

Aug 2020 – Dec 2021

UX/UI Designer

Switch IT

Jan 2019 – Mar 2020

UX Designer

Student Super

2019 – present

Freelance UX Designer

Various