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%.

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.

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.