I specialise in human-centric solutions that drive business outcomes by integrating user research, future visioning, and product design.
Transport for NSW Employee Experience
Enhanced experience for 27,000+ TfNSW employees by improving usability and streamlining processes from onboarding to self-service. Centralising access to services and support, boosting business efficiency and user experience.
Smart and Simple Onboarding Vision: Addressed delays, errors, fragmented ownership, and transparency in manual onboarding, aiming to improve customer experience and productivity. Transformed previous research into a vision presentation, tested with users via mockups and storyboards. Conducted 15 feedback sessions with 40+ stakeholders, collecting 730 feedback points. Streamlined processes, introduced digital tools, and finalised a blueprint, instilling business confidence for onboarding investment decisions.
Streamlining Employee Self-Service: The MyTransport Portal faced browsing, chat, visual, and support article issues, increasing phone and email inquiries. Analysis of thousands of support inquiries and transactions to identify gaps and uplift support articles. Redesigned the portal gaining brand-approval, creating a new browsing experience, and AI search. Enhanced virtual assistant usability. Created a consolidated taxonomy for 1500+ forms and articles. Improved form creation and governance. Delivered tangible solutions as finished UI designs, and recommendations, ensuring feasibility in cost, build, and user experience.
Role: Service and Experience Lead
Agency: Wave Design
Client: Transport for NSW
Teaching Design
Teaching the 12 week UX/UI design course at Academy Xi. Helping to shape and support the future of the industry. My role was to coach on theoretical concepts, provide real life examples and stories from my industry experience, host live classes and hold mentor sessions to provide individual support and direction. Covering 12 modules from project set up and research to prototyping and presenting. With students presenting and submitting a final project for assessment.
Role: Lead Instructor
Client: Academy Xi
Redesigning the Nova Experience
Nova is Australia's number one metro radio network. Nova were redeveloping their website and app to upgrade the CMS and improve the user experience. Our team brought skills across ideation, user experience, visual design and branding to collaborate with the Nova project team. Conducting co-design workshops, prototyping, customer testing and visual design concepts.
Through a rapid and collaborative approach we created: A new information architecture to better categorise and label content. A radio player that worked consistently across devices and accommodated various playing states. Redesigned content display and navigation so users can see and access more. A style guide and modular components to easily build and scale. Delivering an improved experience that was clean, modern and versatile.
Role: Director and Designer
Agency: Symplicit
Client: Nova Entertainment
Sydney Metro Customer Experience
Sydney Metro is a large-scale transport project that provides a safe, reliable, clean and effective integrated transport system with fully automated trains. Symplicit was engaged to champion Customer Centred Design (CCD) to ensure that the customer’s voice was considered throughout the various design stages.
In collaboration with several disciplines, Symplicit established customer-centricity in design decision-making with a focus on building empathy for the customer. We conducted a cognitive walkthrough of the station design and took the team for ride-ons across existing stations. Station designs were tested using virtual reality to enable participants to experience the station designs firsthand. 30 participants representing diverse segments of Metro travellers provided feedback on their experience. Through the two phases of testing regular updates, reports and findings were showcased to the teams.
Our collaborative approach and testing insights ensured customer centricity in the station designs. Our ability to immerse customers into 3D environments and obtain objective feedback marked an innovation in customer-centred design for the built environment.
Role: Director
Agency: Symplicit
Client: Sydney Metro
Roads and Maritime Services Intranet Vision
Roads and Maritime Services (RMS) wanted to understand how they might implement an intranet that employees would find useful for their day to day work. An intranet that would provide employees with the tools and relevant info to do their jobs, and improve communication and collaboration across the business. The team conducted 12 interviews across various RMS divisions to gain insight into their needs, pain points and behaviours. We then conducted analysis and synthesis, creating a report with our findings, insights, recommendations and where the opportunity lies for a future intranet.
We created visual design concepts to help RMS see and experience the future vision. Demonstrating what a more relevant and collaborative intranet might look like. Using this vision the RMS team are able to make informed decisions as the intranet moves forward to ensure it is useful to employees daily work.
Role: Director
Agency: Symplicit
Client: Roads and Maritime Services
AMEX Platinum Card Onboarding
Platinum Card membership was decreasing with members not making use of their benefits. AMEX wanted a quick redesign to improve retention and increase the use of benefits. Heuristic review found onboarding was overwhelming, confusing and the benefits were lost. Industry research was conducted to benchmark the onboarding space. Digital and physical prototypes were created overhauling the experience and streamlining communications.
The experience was transformed to be simple, premium and personal. The welcome mailing pack went from nine elements down to two booklets, more than halving the cost of production and amount of information. Supported by a digital assistant to guide users through activation, setup and enrolments. Quick guides helped users with getting the most out of their benefits and how to use them, delivering on its platinum service promise.
Role: Director and Designer
Agency: CX Lavender
Client: American Express
Telstra Future
Retail Experience
Telstra was looking to evaluate the next evolution of their retail store environments. The aim was to help drive improvements informed by research to better understand customer needs and behaviours. We took a behavioural research approach, undertaking observational and field interviews. The team spent 35 days, across 5 stores, conducting over 350 interviews.
Individual store reports (with findings, opportunities and metrics) and a final overarching key actions report were created. The research and key actions enabled the Telstra design team to make customer-centric decisions from a cost, scale and experience perspective.
Role: Director
Agency: Symplicit
Client: Telstra
About
My skills and experience combine practical, hands-on design with proven leadership expertise.
Skills
Management & Leadership
Mentoring & Coaching
Client Engagement
Proposals & Presentations
Workshop Facilitation
Problem Framing
Customer Research
Secondary Research
Blueprints & Journey Mapping
Ideation
Future Visioning & Concept Design
Prototyping
User Testing
UX/UI
Creative Direction
Art Direction
Clients
Transport for NSW
Department of Communities and Justice
Sydney Metro
Roads & Maritime Services
Service SA
Department of Health
Commonwealth Bank
Westpac
American Express
Macquarie University
Western Sydney University
Telstra
Vodafone
Lexus
Microsoft
Medibank
Lion Nathan
Kimberly-Clark