My Work
Backstage
As Experience Design Director, I led the vision, product design and delivery of Backstage.
It is an AI-powered platform and app-suite created to augment the work of strategists, creatives and designers within advertising.
The platform reimagines internal agency workflows, reducing time to market by automating research, structuring strategic thinking and generating high-quality creative outputs that accelerate client delivery.
Designed an AI-powered sandbox that enables Verizon to prototype, compare and evaluate AI customer assistants using realistic support scenarios before deployment.
The Current Account Switch Service needed to improve the clarity, usability, and trustworthiness of their website to support millions of users switching bank accounts seamlessly and confidently.
They required a responsive, accessible platform that demystified a complex financial process and complied with stringent industry regulations.
My role was UX lead delivering the strategy, conducting user research, analysing behavioural insights, and designing an intuitive user interface that simplified the switching process and improved user confidence at every stage.
New South Wales Health
NSW Health needed to find a solution to their ever growing demand for analytics.
They required an intranet site and a team to ensure a secure and appropriate collection and distribution of data.
My role was to lead the client relationship, conduct research and develop designs with the oversight of one other designer.
ATB needed to develop ways for their customers to manage their debit and credit cards online and through their app.
My role was to lead this key strategic initiative from the UX team.
Heirloom/Haloo has the ambitious vision of automating the process of trademarking using the power of AI.
My role was to help them transition their business model from being partly offline, to being an entirely online process, using the end to end UCD process.
