Sarah Toy discovered her passion for perfecting the user experience by chance when she took on some information architecture work while in the role of producer and copywriter at a small agency.

Sarah's path since then has drawn on the wide knowledge base she had developed during her years in theatre, film and radio. The application of psychology and behavioural science combined with the challenge of mastering new technology was irresistible, and she never looked back. After five years as a User Experience Architect at Arnold Interactive, an Internet professional services company, Sarah arrived at Usability Matters.

Ask Sarah about her ideal project, and she'll say it involves the wonderful shift in perception that comes from solving new sets of problems in different environments. Sarah has had the privilege of working with great clients such as Global TV, CBC, Alliance Atlantis, John Wiley & Sons, Lavalife, George Brown College and Rogers Cable.

In her personal life Sarah studies Landscape Architecture at Ryerson University, where she finds the opportunity to apply her skills in an organic and physical dimension relaxing and fulfilling.