Strategic Design Lead - Freelance at Independent Consultancy (Freelance)

Led a strategic design consultancy helping mission-led teams tackle complexity through Gen-AI, research, and accessible UX. ➤ Led UX strategy for Brookfield’s next-gen agricultural system, enabling single-operator workflows with real-time load monitoring, entering beta with 5 clients as part of a $300K-per-unit product transformation. ➤ Delivered 10” touchscreen and 4.3” remote interfaces with real-time weight tracking, saving up to 10 minutes per load and reducing operator fatigue through sensor-led precision. ➤ Built modular design systems in Figma with documented patterns and usage guidance to enable consistency across a 10+ person cross-functional team, reducing design-to-dev handoff time by 25–35%. ➤ Executed design strategy using Gen-AI and proprietary, HCD-aligned UX frameworks to accelerate MVP planning, halving alignment time and reducing early-stage ambiguity and delivery risk. ➤ Led UX writing and IA planning for Corroboree Group, delivering reusable messaging frameworks adopted across 5+ internal and external channels to unify content strategy and support future communication initiatives. ➤ Led stakeholder workshops and applied service design methods to navigate ambiguity and prioritise user needs, accelerating alignment and clarifying milestones across delivery roadmaps.

Lead UI/UX Designer at Black Moon Alchemy

Led end-to-end UX and digital design for Black Moon Alchemy, a boutique digital agency delivering integrated creative-tech solutions to clients across Australia and overseas. ➤ Led end-to-end product design to streamline product selection and drive conversion for BlueScope’s Ranbuild brand, resulting in a physical–digital customer journey that contributed $50M+ in annual revenue. ➤ Defined and executed UX strategy across six industries, shaping IA and accessibility to deliver WCAG 2.2–aligned platforms across 3+ programs. ➤ Improved user task flow by 30–50% by translating strategy into modular, accessible interfaces in Figma. ➤ Shaped product strategy by integrating user insight and market analysis into delivery roadmaps, aligning priorities and accelerating launch cycles by 2x to enable faster ROI. ➤ Built reusable design systems in Figma to accelerate delivery, reducing design-to-dev cycles by 25–40% across projects. ➤ Mentored 5+ internal team members to embed HCD practices, shifting reactive delivery habits toward user-led planning and strengthening shared ownership across product streams. ➤ Crafted a digital storytelling strategy and web interface in Figma for C-Quest Capital, aligning climate impact messaging to ESG standards and increasing global engagement by 46.9%. ➤ Redesigned digital touchpoints for Sarin Hotels’ five NZ properties using Figma and WordPress, increasing website visitors by 56.8%.

Senior Digital Designer at Grey Group

Led UX and digital design at a global agency, translating brand strategy into accessible, high-impact web experiences. ➤ Delivered accessible UI design for a government digital service, increasing WCAG compliance and improving user task success rates by 15-30%. ➤ Collaborated with clients, including Fair Work Ombudsman, Bulla Dairy Foods, and the University of Canberra, to translate brand goals into user-first design solutions, delivering a 25% increase in user engagement across key campaigns. ➤ Built reusable design frameworks for Grey’s national campaigns using Adobe Creative Suite and HTML/CSS, reducing ad hoc requests and enabling faster delivery across high-traffic digital projects. ➤ Conducted remote IA testing and card sorting to redesign the information structure of Fair Work Ombudsman’s digital platform, improving wayfinding clarity and raising SUS scores by 20%. ➤ Partnered with developers and account teams to streamline handoff and maintain design fidelity, enabling faster delivery with fewer revision cycles.