As a Senior Product Designer, I led end-to-end design initiatives across both web and app platforms, shaping the MyAccount logged-in experience (service creation, and account management). On the app side, I played a key role in developing core functions and new features, ensuring seamless and intuitive user interactions.

Beyond hands-on design work, I contributed strategically — influencing long-term team roadmaps, shaping UX design strategy, and providing vision and direction for projects ranging from large-scale service overhauls to quick, impactful enhancements. My role extended into cross-functional collaboration, working closely with product managers, engineers, and stakeholders to drive user-centered solutions that aligned with business goals.

Fueled by my passion for lean UX and agile methodologies, I set out to bring modern, efficient design practices to the public sector, ensuring that digital services were not only innovative but also accessible, user-friendly, and built for long-term success.

As a Senior UX Designer at WooliesX, I led end-to-end product design across multiple squads, shaping both app and web experiences with a focus on search, home page, shopping mode, and product feature experiences. My role was to seamlessly blend user-centric design principles with rapid iteration, ensuring that every decision was grounded in customer needs while moving at speed. I championed continuous testing, learning, and refining, driving solutions that were both impactful and intuitive while always keeping the customer at the heart of the experience.

As a Senior Product Designer on the Buyer Strategy team, I led end-to-end UX/UI design across key customer-facing experiences, including homepage, ratings, and search. Collaborating with cross-functional teams, I delivered solutions for multiple high-impact products, such as ratings systems, web and app modernisation, and the rollout of a React component library, to help promote consistency, scalability, and a seamless user experience.

As an acting lead, I also led a team of four designers, providing mentorship, direction, and fostering a strong design culture. My focus was on balancing user needs with business goals, driving innovation through data-informed decisions, rapid iteration, and close collaboration with engineering and product teams.

Co-founded a startup that focuses on providing small businesses the ability to provide their customers optimal end-to-end customer service through a quoting and invoice tool. Instrumental in all aspects of business development, UX, UI and marketing (basically a one man band). QuoteUp is still available to use and download on all platforms and actively used by over 1,000 users.

My first role as a digital designer, moving from tangible products to digital design. I started outputting courses to digital form by converting course material to a digital format, eventually joining the foundation team focused on improving the user experience and creating company style guides for both e-learning and platform based assets.

My roles at both EPE and Roman Equipment (post acquisition) was an industrial product designer & creative lead. I worked with sales teams to deliver products made for purpose, liaised with suppliers in the product manufacturing phase and concept development, through to sampling and final product import and graphic, branding and packaging design.