Taking polaroid photos in 2015 with prospective employers IN the photo with me, I wanted to create a personalised business card.
Experience exists wherever humans or conscious beings are present.
As witness or participant.
This is the underlying thread that we must design any given medium to facilitate for - the observer :: the participant :: the witness.
- Steve Jobs, Stanford Commencement Speech, 2008
Twenty years in the making from award winning fine art photographer, film maker, self taught multi-instrumentalist and songwriter origins to experienced end-to-end UX designer and design leader.
Apple store R180, 2011
I originally acquired world class service design methodologies and practices while working for Apple Inc. in an offical retail store.
Each day at Apple, we would pour over customer feedback from the prior day’s NPS qualitative text responses.
Focusing on detractors, we would ideate as a team to generate several possible solutions to test that day with customers in store.
At the end of the day, we would get together and de-brief, sharing our learnings, iterations, conclusions and recommendations. A powerful
example of human-centred design in action.
From these humble beginnings I went on to formally learn end-to-end UX, Service and Product design methodologies and practices.
Fast follow highlights include re-designing Jetstar’s web check-in, generating innovative products and services in NAB Labs, leading designers in a squad at Qantas to building and leading an entire design team for Virgin Australia from the ground up, increasing revenue through digital channels by more than $100 million and dramatically improving the digital customer experience in one year.
Today I maintain a successful track record of having worked in various startups, being a serial entrepreneur combined a decade of UX design, consulting and CX experience working in corporate, agency and government environments both within BAU and innovation contexts, across industries such as banking,
automotive, airline, music streaming and trade and investment.
For over two decades I've utilised a growing skillset from fine art to pivotal roles in UX, CX and product . My tenure at Apple laid a foundation in human-centered design, propelling me to learn end-to-end best practice product design methodologies, leading transformative projects across diverse sectors. My forte lies in building and steering design teams, establishing experience visions and strategies that align with business goals with customer needs and expectations. Lastly, my empathic nature enables me to lead effective and happy teams while fostering cross organisational relationships and partnerships.
Experience strategy
The importance of a well-crafted experience strategy cannot be overstated. It aligns the efforts of various departments—such as marketing, design, and development—toward a common vision, ensuring that every touchpoint is optimised for customer experience and business objectives.
This is achieved by building strong cross organisational relationships with relevant departments.
Art meets science
Experience and Product Design are comprised of a combination of research and data from customers, business goals and requirements and technical feasibility (also known as Desirability, Viability, Feasibility - DVF) meet, are synthesised and used as guard rails, guiding beacons and inspirational creative fuel to design and implement outcomes that meet customer needs while achieving business objectives.
Building & leading happy, effective teams
The key to team success lies in fostering a culture built on mutual respect, shared values, and a unified sense of purpose. My approach combines selective recruitment, impactful rituals, and ongoing skill development. By quickly grasping each member's goals, I tailor strategies that not only meet individual ambitions but also elevate the entire team.
Flow state
I recognised early on, through music and photography practice, how to initiate flow state and that it generally leads to excellent outcomes. As a result of recognising it in more than one medium (music and photography initially), it has unlocked my ability to invoke it in any area of my professional or personal life at will.
Human centred design
The skills acquired at Apple Inc have formed the fundamental underlying backbone of my practice, which I now distill in my practice as a design leader. These have been augmented and built upon over the years throughout each engagement I have executed.
This includes Human Centred Design (HCD), Design Thinking and end-to-end CX and UX design methodologies and practices.
Empathy
Throughout my life, there has been a constant experience of being able to sense what others are feeling - the commonality of total strangers spontaneously revealing their secrets and vulnerabilities, the ability to write songs from the perspective of others, and an overall sensitivity to observing barriers that exist for others in context of their pursuit to achieve desired outcomes have resulted in human centred design being second nature to me.
UX DESIGN IMMERSIVE
Graduated 2015
B.F.A PHOTOGRAPHY, SOUND DESIGN
Graduated 2008
ADVNACED DIPLOMA, COMPOSITION
Graduated 2003
