Greater Sydney Area
Ad‑land raised me at Ogilvy and Banjo; in‑house life at Exetel, Optus, and Qantas shaped me. Fifteen years on, I’m still hooked on solving complex problems while building simple, high‑performing user experiences. Highlights: • Reduced drop‑off on key entry pages by reframing the problem and running data‑driven experiments, then introducing a secondary navigation model that increased order submissions by 15.7%. • Re‑imagined the Cart and Checkout experience using mixed‑method research, driving an 84% uplift in purchase conversion while improving accessibility and decision clarity. • Led UX for multiple successful launches, including a record‑breaking sales day, 270% YoY sales growth, and a repeatable UX/UI playbook shipped at Optus.
▪️In a fast-moving Loyalty domain, I enhanced the Points Rewards UX across Homepage/PLP/PDP - delivering scalable assets for program‑wide consistency and supported key metrics. ▪️Used problem framing and hypothesis‑driven design to tackle ambiguous problem spaces, conducting site‑wide audits and research‑driven prioritisation to deliver high‑impact tests, including a 13% uplift from a reworked complex marketplace journey.
🔹 Discovery Design Domain Lead: (11 months) ▪️ Defined the strategic vision and framework for end-to-end digital journeys across mobile products, plans, and compliance, driving consistency and clarity from home to checkout. ▪️ Built strong cross-functional partnerships with senior leaders, marketing, product and the tech teams to drive both tactical and strategic design alignment. ▪️ Elevated design team performance by facilitating inclusive design syncs and coaching designers to elevate quality and consistency within the design chapter. ⭐️ Key Achievements: ▪️ Shaped customer insights, ran user testing and multiple rapid prototyping into optimised customer journeys, one test resulting a 9.7% uplift in add-to-cart conversions. ▪️ Embedding systems thinking consistently across the journeys within a complex environment resulting in one component leading to a 5.5% increase to cart. 🔹 Mobile E-Commerce team: (12 months) ⭐️ Key Achievements: ▪️ Led end to end UX customer experience for multiple successful campaigns resulting in our biggest sales day performance ever, a 270% YoY sales increase. ▪️ Directed design touch-points across major launches several achieving 🥇 leading market share and informed future product playbooks. ▪️ Lead optimisation and insight-driven iterations within the Behavioural Economics Academy, one resulting in a 9.1% uplift. 🔹 SMB Innovation, SubHub: (14 months) ⭐️ Key Achievements: ▪️ Led the end-to-end design for a digital solution for SMB customers, driving both growth and retention. ▪️ Influenced and won buy-in from senior executives, including the CEO and MD, through the design process which included user research, testing, prototypes both low and high fidelity and design walkthroughs. ▪️ Mentored a fellow product designer, supporting their development while delivering impact.
▪️ Leading the end to end design of the B2C website from initial sketches all the way up to the live build including a brand refresh and new design system. ▪️ Led art direction and design collaboration for a bespoke 3D animated character, enhancing brand storytelling and elevating engagement across the website and marketing channels. ▪️ Redesigned the B2B website, defining the end-to-end user experience and building a scalable design system. Partnered with an illustrator to craft a distinctive visual language that differentiated the brand in a competitive market. ⭐️ Key Achievements: ✔️ Reimagined the cart experience using quantitative and qualitative insights (HotJar and Google Analytics) to optimise the journey, improve accessibility, and drive an 84% lift in purchase conversions. ✔️ A rise in main page drop-off prompted deep-dive research and an ABC test, leading to the introduction of a secondary navigation that increased order submissions by 15.7%.
Working within a small studio team efficiency is essential. It is my responsibility to estimate accurate timelines for all work coming into studio and to manage time accordingly so that strict deadlines are met. In a day to day situation I can be creating final artwork, retouching, designing, pitch work, managing server space and filling structure, checking proofs and approving final artwork to just name a few. Clients include: Schick, Schweppes, Banana Boat, Lipton, Nutella and Harris Coffee