Summary.

• Human-Centred Designer with startup, multi-national, government and not for profit enterprises.

• Originally trained in Architecture with real world experience in a trailblazing architecture firm specialising in residential design.

• Over 10 years freelance experience in creative development and visual design. Have collaborated with many of the top local and international Film & TVC Directors and Advertising Agencies to develop ideas and strategies that make award winning advertising campaigns.

• International experience including working in Berlin for 3 years in a variety of creative roles.

About me.

I’m an Service / Experience & Strategic Designer with a passion for problem solving and an aptitude for creative ideation!

I come from a diverse background in art, architecture and advertising and subsequently draw upon a love of research, ‘human centred design’, lateral thinking, creative development and brand strategy. I'm a strong conceptual thinker with a love for innovative ideas and design simplicity. Future thinking, I’m super excited by a career progression into Service Design and UX that offers an opportunity to unite this skillset with design thinking across both the digital and physical landscapes.

What I most enjoy about Human-Centred Design is the convergence of insights from deep research with lateral problem solving and creative ideation. I find it immensely rewarding uncovering real life experiences and engaging solutions that solve these core user needs, while creating moments of delight within a customer’s journey.

I enjoy working in organisations that have a clear vision with a culture of curiosity and innovation. I thrive in fast paced collaborative teams and I am inspired by creative, efficient and courageous solutions that ultimately achieve organisational objectives.

Experience.

Tobias Design - Australian Federal Government Department & Multi-national Consultancy

Service / Strategic Designer - Experience / Product Design & UX

(Permanent)

As a permanent Experience Designer with Tobias Design I undertook extensive human-centred design research and strategic innovation for both a federal government department and consultancy enterprise. Working with both clients and staff of a large multi-national consultancy, our research provided insights for innovation and rethinking existing eco-systems. This research culminated in a report and innovation roadmap incorporating ESG principles. Utilising research synthesis and analysis, ideation sought to achieve both customer and business objectives. In collaboration with the Federal Government Department, our team undertook deep-dive research into the end-to-end journeys speaking with stakeholders first-hand to understand pain-points and innovate across various digital & physical platforms. Wireframes were built out and documented in Figma, while research, synthesis & analysis, stakeholder workshops and journey mappings were conducted in Miro.

Multi-national Consultancy Experience Designer - Service Design

• Research - Clients, Staff & Key Stakeholders

• Synthesis - Insights, themes, opportunities, HMWs, epics / user stories, MoSCoW card-sorting workshops

• Report - Recommendations for innovation, incorporating ESG principles

Australian Federal Government Department Strategic Designer - Service Design Research, Digital Product & Service Blueprint, Innovation, CX / UX

• Research - Ecosystem, existing precedents, qualitative & quantitative, proto-personas, user / stakeholder journey mapping

• Synthesis - Key stakeholder insights, themes, opportunities, HMWs, epics / user stories, MoSCoW card-sorting workshops

• Ideation / Development - End to end product ideation, concept innovation, service design journey mapping & blueprints, IA, wireframe development & UX design

• Reports - Recommendations for innovation, considering complex departmental regulations

North Collective - BlueScope Steel & Pickstar

Service Designer - Experience / Product Design + UX

(Contractor)

Working with North Collective as a contract Experience Designer I undertook deep dive research and high level UX/UI analysis and wireframing with multi-national BlueScope Steel to bring a new digital product to market. In addition, I undertook analysis of existing user flow with start-up Pickstar helping to bring together a report and strategy roadmap. Utilising process driven methodologies, ideation sought to achieve both customer and business objectives. These projects were an invaluable opportunity to align core human centred design techniques to create digital experiences that users love, while drawing upon existing knowledge and experience.

BlueScope Service Design Role - Experience Design, Digital Product Innovation & Development, UX / UI

• Research - Ecosystem, existing precedents, quantitative & qualitative, proto-personas, Customer Journey mapping

• Synthesis - Key user insights, themes, opportunities, HMWs, epics / user stories, MoSCoW card-sorting workshops

• Ideation / Development - Precedent research, IA, wireframe development

https://steelprofile.steelselect.com.au/

Pickstar Experience Design Role - UX / UI Analysis

• User Flow Evaluation - Hygiene, accessibility & usability

• Report - Recommendations for user flow and two-sided marketplace strategy

https://pickstar.pro/au

Snug

Service Designer - Experience / Product Design + UX/UI

(Contractor)

In collaboration with the Founder and CTO, a new digital product feature was also developed to enable efficient and secure workflow for property managers. Development involved research, ideation, IA and low to mid fidelity wireframes. UX / UI analysis was also undertaken across the Snug renter platform to provide recommendations for improvement. User flows were assessed to iron out key tech, usability and accessibility issues within both renter & property manager flows, prior to the engagement with major clients. Analysis was documented in Figma, then ticketed to Engineers in Clubhouse.

Service / Product Design Role - Product Feature Innovation & Development

• Research - Existing precedents, current user journeys

• Ideation / Development - New digital & physical product design, development and innovation

UX Design Role - UX / UI Analysis

• User Flow Evaluation - Hygiene, accessibility & usability for renter user profile / application and rental inspection requests

https://snug.com/

Australia Post

Service Designer

(Contract)

Australia Post presented issues around awareness and uptake of the MyPost personal account and the need for a value proposition, new features and marketing campaign. New concepts were developed for the MyPost personal account utilising existing Digital ID features for quick wins that met not only desirability but viability and scalability. The underlying narrative of the concept addressed the Australia Post brand and MyPost value proposition of ‘connecting community’ while creating awareness and realigning with traditional postal services and values.

Service Design role

• Sprint Lead - Assets, client & time management, presentations & workshop facilitation

• Research - Desktop, quantitative & qualitative, proto-personas, current state journey map

• Synthesis - Key insights, synth workshops, HMW development

• Ideation / Development - Key concepts, design, partnerships

• Evaluation - Storyboard (drawing & copy), usability testing

• Implementation - Co-development of future state journey map, service blueprint, value proposition, horizons

• Marketing Campaign Asset Ideation + Brand Identity - Key concepts, copy writing & design

Mingle Seasoning

Service Designer

(Contract)

Working with the health food start up Mingle Seasoning, new concepts were developed for the client’s proposed online ‘Gather Round’ team building workshops. Key to developing these concepts was in-depth research including prototyping to confirm the logistics of ‘cooking & conversations’ were feasible. Once established, ideation revolved around developing a seamless yet engaging end to end journey that fostered connection and communication.

Service Design role

• Sprint Lead - Assets, client & time management, presentations & workshop facilitation

• Research - Desktop, quantitative & qualitative

• Synthesis - Key insights, synth workshops, HMW development

• Ideation - Key concepts, design, partnerships, creative matrix workshops

• Evaluation - Storyboard (copy), journey map, prototyping (physical & digital) / usability testing

• Implementation - Co-development of journey map, service blueprint, business model

canvas, horizons

• Marketing Campaign Brand Identity - Key concepts & copy writing

Headspace

Service Designer

(Contract)

Headspace presented an opportunity to rethink their engagement with a young tech savvy generation and offer a fresh perspective to the mental health space. New concepts were developed to engage both digital and physical channels. Due to the sensitive nature of the mental health space, a pivot was made to get creative with research and ideation by thinking blue sky. Investigating existing platforms that a younger demographic loved, concepts were formulated drawing upon innovative ideas within the tech space that addressed pain points.

Service Design role

• Sprint Lead - Assets, client & time management, presentations & workshop facilitation, stakeholder management (research pivot)

• Research - Desktop, quantitative & qualitative, stakeholder mapping, proto-personas

• Synthesis - Key insights, synth workshops, HMW development

• Ideation - End to end product ideation, concepts, design, partnerships

• Implementation - Co-development of journey map, service blueprint, business model canvas, horizons

CircleCo

Service Designer

(Contract)

Working with client Jenni Phillipe, a Service Design sprint was undertaken to research and ideate around ways to integrate environmental and social sustainability into profit driven economies. With a mission to empower humans, organisations and governmental bodies to thrive through environmentally and socially sustainable practices, customer research and ideation was completed to uncover business opportunity to enable sustainable living. This led to the opportunity to tackle packaging within the fast-moving consumer goods (FMCG) sector.

Service Design role

• Sprint Team member - Assets, client & time management, presentations & workshop facilitation

• Research - Desktop, quantitative & qualitative, JTBD (jobs to be done), theory of change & behavioral economics

• Synthesis - Key insights, synth workshops, mission statement, HMW development,

• Ideation - End to end product ideation, concept poster, storyboard, usability testing

• Implementation - Co-development of service blueprint, roadmap

Education.

Human Centred Design (Transform) - Service Design & UX | 2020

Academy Xi - Hayden Peters and Paul Blake (Splendid Studio)

CX Strategy & Experience Design | 2019

AdSchool - Jay Morgan (Creative & Innovations Director at The Monkeys / Accenture)

Service Design (Elevate) | 2019

Academy Xi - David Berigny and Eryk Korfel + Jenni Phillipe (CircleCo Consulting)

Award School | 2016

Communications Council - NSW

Master of Architecture | 2022

University of Sydney (USYD)

Master of Fine Arts Research | 2015

University of New South Wales (UNSW) - Art & Design

Bachelor of Fine Arts Honours (1st Class Honours & The University Medal) | 2011

University of New South Wales (UNSW) - Art & Design

Bachelor of Science (Architecture) | 2003

University of Sydney (USYD)

Higher School Certificate | 2000

Sydney Grammar School