Lara Sampson

Product Owner Director, Universal Credit and Head of Product Management

Department for Work & Pensions

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As Product Director for DWP Digital and Product Owner for Universal Credit, Lara’s role is to ensure that the Department for Work and Pensions’ (DWP) digital services are designed by multi-disciplinary teams using user-centred test and learn methods to meet policy outcomes. She has worked on the design of Universal Credit since the 2010 election. Most recently she set up the agile development team that delivered digital Universal Credit in Sutton at the end of last year. She continues to lead its design and delivery to support the roll out of UC.

Lara joined DWP in 2003. All of her roles have been about taking a user centred approach to business and service design. She established the department’s first customer insight division, introduced concepts such as understanding avoidable contact and nudge design and was instrumental in establishing DWPs first single departmental business strategy.

Before joining DWP, Lara worked in the Cabinet-Office and the private sector. Here she built online services and developed integrated channel strategies.

In her early career – a long time ago now – Lara project managed large public art commissions in Scotland.

She lives in London with her husband and her three children.

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