My Impact: Driving Strategic Design and Business Value

As a design leader, I specialise in transforming organisational design maturity, delivering exceptional user experiences (UX/DX), and driving measurable business growth through human-centered strategy.
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Strategic Design Leadership & ROI

Accelerated Design Maturity:
Significantly advanced an organisation’s design maturity score from 2.5 to 4.5 in just 7 months, establishing a scalable foundation for design excellence and process rigor.

‍Design System ROI:
Successfully secured funding for PEXA’s first Design System. Built and led the team to achieve 90% system maturity in under 2 years, resulting in verifiable savings of over 1,000 developer hours within 2 months of launch.

‍Unlocked Sevenfold Growth Potential:
Led a major e-commerce brand (Tutoluxo) transition to a customer-obsessed strategy by mapping user journeys and leveraging data insights, facilitating a strategic shift that unlocked sevenfold growth potential.

‍Innovation & Efficiency:
Led a cross-functional team to create an AI tool improving internal inefficiencies at PEXA, winning the company-wide Hack Day Innovation Award.
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Elevating UX/DX and Brand Experience

Pioneering Developer Experience (DevX):
Successfully championed and led the design of PEXA’s UK API platform, proving that UX/DevX principles significantly improve technical products. The new platform, built on human-centered research, is set to replace the organisation's legacy API system.

‍Iconic Brand Transformation:
Drove brand uplift and visual alignment for high-profile clients including Jack Wills, Ted Baker, and Bio-Kult, translating brand vision into cohesive and high-impact experiences across digital, print, and experiential channels (e.g., re-designing the iconic Jack Wills catalogue).

‍Data-Driven Service Design:
Transformed a professional organisation's service delivery by creating a Service Blueprint that mapped internal waste, successfully disproving internal assumptions and delivering an actionable roadmap to streamline processes for 115,000+ members.

‍Board-Level Vision Alignment:
Created strategic storyboard-style presentations to secure board alignment, clearly articulating product value and delivering a thin-sliced roadmap for early, high-value release to clinicians and patients.
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Team & Culture Development

Team Turnaround & Trust:
Transformed a disengaged design team into a respected, harmonious, and highly effective function, significantly increasing cross-team collaboration and stakeholder trust across global operations (UK and Australia).

Strategic Mentorship:
Actively mentored numerous designers at various stages—from junior to senior—providing the guidance and confidence necessary to accelerate their career growth and achieve ambitious goals (e.g., directly mentoring a junior designer on the PEXA API research project).

Public Thought Leadership:
Authored three published books on design, aimed at helping up-and-coming designers navigate tech organisations, assisting business leaders in understanding design's value, and teaching product builders how to improve design maturity.
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Some Brands I've helped:

Retail/E-commerce: Catch, Toys R Us, Jack Wills, Ted Baker, Tutoluxo, Bio-Kult
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Financial/Tech: PEXA, BnkToTheFuture, Suncorp Bank, NAB
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B2B/Services: QK Technologies, CTM (Corporate Travel Management), Parago Software, Wilson Drinks Report
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Not-for-proif: NHRA, QTAC, Breast Cancer Foudnation
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Government: TMR, DESTI

Other: Australian Broadcasting Corporation ABC