People deserve products, services and information that work for them. I design experiences that remove the barriers standing in people’s way, so they can achieve what they need to do.
Over 6 years, I’ve worked with private sector and government organisations on strategic challenges and detailed implementation.
I work across the entire design process. My focus is on work where design can meaningfully improve how people interact with organisations – whether they’re customers, citizens, or employees.
Recent projects include:
- Setting the strategy for a new professional membership program.
- Defining a suite of customer-facing digital services for a trade promotion agency.
- Streamlining employee services so staff spend less time navigating internal systems and processes.
- Restructuring and rewriting government web content so community members can more easily find and understand information about a complex, multi-year process.
I’ve also taught strategic design, qualitative research, and user experience design at the University of Sydney.
What it’s like working with me
I draw on over 6 years of strategic design experience, and a background in communication and transdisciplinary innovation.
My methods always evolve, but four core principles guide everything I do:
Empathy
Every product or service should be simple and fit for the people who use it. People should feel understood, respected, and satisfied when they interact with products, services, and organisations.
My design process puts people at the centre by:
- Understanding and focusing on people’s needs
- Prioritising customer or citizen outcomes
- Making user-friendly solutions rooted in research and testing
- Drawing on best practices, including trauma-informed design
Structure
I bring clarity to complex or unclear situations. I help people understand how systems work and how different parts connect, then organise those elements so the path forward becomes clear.
Structured thinking, facilitation and storytelling are key parts of my approach.
Balance
I strive to find solutions that benefit everyone involved. This means delivering value for:
- People using the product or service (customers, users, citizens, community members)
- The organisation providing it (businesses, institutions, government)
- People and teams I work with
‘Value’ can mean:
- Social benefits like stronger communities and relationships
- Organisational benefits like improved efficiency, financial returns, or competitive advantages
- Capability building, so teams can continue the work
My recommendations are based on a combination of design expertise, strategic thinking and business acumen.
Impact
I channel creativity towards practical outcomes. This means I:
- Apply design to solve meaningful problems
- Stay focused on solutions and adapt when needed
- Avoid getting stuck in theory or grand schemes