Career History

Service NSW

Principal Product Designer
December 2022 – Present

Responsible for leading end-to-end product design to create user-centric solutions that delivers outstanding value and experiences for the people of NSW. Driving discovery, framing, and iterative development while closely collaborating with Engineers, Product Managers, and subject matter experts within Digital Identity and Verifiable Credentials.

Key Achievements

• Led the design team in designing and launching; the first digital birth certificate, first aid certificate, and NSW Digital ID within the SNSW App.
• Defined UX strategy in collaboration with state and federal government agencies, to pilot and showcase the first government-issued verifiable credential in Australia at the AustRoads showcase.
• Managed and mentored two design teams embedded within cross-functional delivery teams, fostering collaboration, skill development, and high-quality design outcomes.
• Defined scopes, success metrics, and roadmaps for key Service NSW digital initiatives, ensuring scalable and impactful solutions.
• Led workshops and discovery sessions with stakeholders, technical teams, and government partner agencies to align on goals, requirements, and implementation strategies.
• Created service blueprints, journey maps, and process audits to streamline digital identity verification, verifiable credentials, and uplift of current credentials.

Senior Product Designer
April 2022 – December 2022

Played a pivotal role in end-to-end product design to create user-centric solutions that deliver outstanding value and experiences for the people of NSW. Collaborating closely with Engineers, Product Managers, and stakeholders. Lead the design process from discovery to implementation, ensuring seamless and accessible user experiences.

Key Achievements

• Redesigned the onboarding flow for the NSW Fishing Fee Credential, streamlining the user experience to enhance accessibility and compliance, resulting in increased adoption and a more seamless registration process.
• Creation and implement a seamless standardised credential, allowing external government agencies to easily onboard their credentials and creating an accessible and inclusive journey for all users.
• Research across global digital identity systems to incorporate best practices in security, interoperability, and user experience.
• Developed personas representing diverse user groups (citizens, government officials and partnership agencies, international partners) to inform UX and service design decisions.

AKQA

Senior Product Designer
October 2021 – March 2022

Responsible for crafting intuitive and engaging digital experiences by blending user research, interaction design, and visual storytelling. Collaborate with multidisciplinary teams to create innovative products that align with business goals and user needs.

Key Achievements

• User research efforts, including interviews, usability testing, and data analysis, to develop a deep understanding of user needs. Translate insights into strategic design recommendations that align with business goals and enhance the overall user experience.
• Oversaw the creation of wireframes, prototypes, and high-fidelity designs, ensuring a seamless user journey across digital touchpoints. Collaborate with developers, product managers, and stakeholders to maintain design consistency and accessibility standards.
• Worked closely with clients to understand their business objectives, present design concepts, and articulate the value of UX decisions. Facilitate workshops, gather feedback, and ensure designs align with both user needs and business goals.
• Design BMW’s website as a seamless extension of the overall customer experience, integrating pre-purchase research, test drive booking, vehicle customisation, financing options, and after-sales services.
• Developed Information Architecture for Origin Energy to improve usability, ensuring clear navigation, intuitive categorisation, and efficient user pathways for key tasks such as energy plan selection, bill payments, sustainability initiatives, and customer support.

Vision Australia

Senior Product Designer
April 2020 – October 2021

Played a pivotal role in creating and refining accessible digital experiences for individuals who are blind or have low vision. Advocating for user-centered design principles and driving innovation within a complex and sensitive domain.

Key Achievements

• Developed a research-driven framework for improving digital accessibility for individuals with low vision, focusing on inclusive design and assistive technology integration.
• Redesigned the information architecture to improve navigation and content clarity for users with low vision, enhancing their ability to access and understand digital information.
• Conduct comprehensive user research, including usability testing, interviews, and surveys, specifically tailored to the needs of individuals.
• Serve as a subject matter expert on accessibility best practices, educating and mentoring team members on inclusive design principles. Conduct accessibility audits and provide recommendations for improving the accessibility of existing and new digital products.
• Contribute to the development of design strategies and roadmaps. Identify opportunities for innovation and improvement in the user experience of Vision Australia’s digital products and services.

Cengage

User Experience Designer
November 2019 – April 2020

Played a role in Cengage’s products across multiple projects as the company built out their new education platforms for both teachers and students. With the freedom to lead my own discovery and research for each product as well as testing, liaising with the development teams internationally, and implementing design systems and pattern libraries with a big focus on accessibility and inclusion.

Key Achievements

• Redesign of key experiences in Cengage’s digital products to improve navigation and content clarity for users with accessibility requirements, to access and understand digital information.
• Conduct accessibility audits and provide recommendations for improving the accessibility of existing and new digital products. Serve as a subject matter expert on accessibility best practices, educating and mentoring team members on inclusive design principles.
• Conduct comprehensive user research, including usability testing, interviews, and surveys, specifically tailored to the needs of individuals.
• Identify opportunities for innovation and improvement in the user experience of Cengage’s digital products and services.

Telstra

User Experience Designer
July 2017 – October 2019

Played a pivotal role in designing and enhancing digital tools and platforms for Telstra’s business app and website users, focusing on improving knowledge access, self-service capabilities, and overall user experience. This involved a strong emphasis on evidence-based design and a commitment to inclusive practices.

Key Achievements

• Successfully launched the Expert Finder and Research Insights initiatives, enhancing internal knowledge sharing and empowering business users with self-service capabilities.
• Drove numerous research initiatives that directly informed strategic product decisions, leading to measurable improvements in user satisfaction and efficiency for business app and website users.
• Led user research initiatives to uncover critical pain points and needs for business app users, informing the design of tools like Expert Finder and Research Insights portals.
• Designed intuitive self-learning portals, enabling business app users to efficiently find information and solve problems independently.
• Collaborated with cross-functional teams to integrate user insights into product development cycles, ensuring solutions were user-centric and technically feasible.
• Contributed as a key member of the team responsible for creating Telstra’s first comprehensive accessibility guidelines, significantly improving the inclusivity of digital products across the organisation.

Prior Roles

Juggler Designs
User Experience Designer
May 2017  – July 2017

Code For Australia
User Experience Designer
April 2016 – May 2017

Strategic Rewards
User Experience Designer
April 2015 – March 2016

Hidden City Secrets
User Experience Designer
January 2013 – March 2015