Research + Design + Strategy
With over 15 years experience, I’m a UX designer and product strategist who instinctively thinks about challenges differently.
Let’s create something amazing!
New and existing markets
I can help you to identify and validate your product-market fit, understand what it would take to launch into a new jurisdiction and deeply understand customer behavioural trends.
Making happy customers
I create industry-leading outcomes, crafting delightful end-to-end journeys for customers that generating great value for businesses.
Products that stick
Using Product Thinking techniques and understanding customer needs, we can create a roadmap that makes amazing products for now and the future.
Novated Leasing Sales Made Easy
McMillan Shakespeare wanted to empower car dealers with an intuitive, stylish and functional interface to help with the customer sales journey into novated leases, management of sales teams and their vehicle ordering process.
I created this card based interface that can be skinned to feel native to a vehicle brand and scale into the future as new functionality is developed, allowing both management and sales team members easy access and understand to the data that matters to them.
Client
McMillan Shakespeare, 2024
Key activities
Data analysis
Customer journey mapping
Stakeholder engagement & management
Wireframing
Prototyping
User testing
Telstra Connect Uplift
Telstra’s B2B customers have been having a hard time finding accurate information on the progress of their orders for products and services in their B2B portal, Telstra Connect. The data was not seen as reliable and the journey was causing confusion - resulting in poor engagement, negative NPS and unnecessary in-bound calls.
I successfully optimised the end-to-end Order Tracking journey, including the integration of multiple underused back-end systems to provide more accurate data, creation of standardised “Status Pillars” to create consistency and immediacy across channels as well as contributions to Telstra’s design system to support the reimagined journey and optimised content. This work resulted in a notable increase in user engagement, improved satisfaction levels, and sharp uptick in NPS.
Client
Telstra, 2024
Full case study
Key activities
User research
Data analysis
Customer journey mapping
Stakeholder engagement & management
Wireframing
Prototyping
User testing
Zepto Strategic Research
Zepto is Australia’s leading real time account-to-account payments provider.
As Head of CX, I lead several comprehensive industry and customer research initiatives, which played a crucial role in the success of Zepto’s product team and becoming a product led business.
The research helped to identify and validate the product-market fits, understanding customer needs, industry landscapes and other important factors that enable us to win in each market.
The work lead Zepto to adopt a customer-centric approach across the business, developing products that provide exceptional value and continuously improving them based on customer feedback, macro trends, legislative environment and technical capabilities of payments infrastructure providers.
The research provides deep insights into target markets, competitor landscape, and emerging technologies, allowing Zepto to build upon their competitive advantage whilst enabling great decisions holistically, informing the Product, Sales and Marketing strategies as well as launching into new jurisdictions.
Client
Zepto, 2022
Key activities
User research
Market analysis
Market sizing (TAM/SAM/SOM)
Competitive analysis & landscape
Market & behavioural trends
Persona & archetype creation
Customer journey mapping
Business customer & consumer
Industry stakeholder engagement
Contribution to industry working groups
Creation of Product Development Framework
The #1 Energy App
Origin’s energy app was a confusing user experience for customers. Understanding energy usage was confusing and the bill payment flow did not offer all the options that customers expected. This discouraged customers from engaging with the app, hindering their ability to manage their energy consumption, pay bills efficiently and get support.
I lead an initiative of continuous engagement with customers, product managers, developers and key business stakeholders to create an industry leading information architecture framework and navigation that is intuitive and scalable, and launched as the #1 in the AppStore for Utilities.
Client
Origin Energy, 2020
Full case study
Key activities
Service mapping
User engagement
Information architecture
Competitor analysis
Card sorting & Tree-jacking
Journey mapping & storyboarding
Wireframing
User testing
NIKE WOMENS VICTORY TOUR
An Australian first. Our challenge was to create a digital experience that translated to real life too. Through curated and personalised videos sent pre and post run, use of advanced RFID technology, a bespoke app for trainers to get runner details in real time, dynamic visual and audio installations on-the-day, we carried the girls from their nerve-ridden bedrooms, around ANZ Stadium, and across the finish line to victory.
Client
Nike, 2017
Full video case study
Motivational wake up
At 5.30am on race day, each runner was texted a personalised motivational video to get her out of bed, in the zone and excited for the start line.
Getting personal with RFID
We placed RFID readers on-course, allowing the running coaches to identify every runner through a web app on their phones. The app revealed each girl’s name and their personal goal so the coach could help every runner push through and finish.
NAB App Card Experience
NAB credit card customers had no way to close their cards through digital channels or understand all the impressive benefits that come with their cards. Which presented a clear opportunity to enable NAB’s customers to easily and intuitively find and understand more about how to get the most out of these products.
I helped to conduct initial research with customers, ideated and created the UX whilst testing regularly, working closely with developers, BAs and solution architects ensuring to regularly connect with stakeholders to ensure alignment, delivery timelines were met and the best outcomes for customers were prioritised.
Client
NAB, 2018
Key activities
User engagement
Data analysis
Competitor analysis
Journey mapping & storyboarding
Wireframing
User testing
Solving problems should be fun!
I bring energy, passion and creativity everywhere I go. I have a strong collaborative approach and strive to push boundaries, which results in purpose led and impactful experiences that are commercially successful, and get noticed.
Great outcomes await
Looking to embark on an exciting journey of innovation and problem-solving? Drop me a line and let's craft awesome solutions together!