Available to hire
I’m Jacob Graaff, a lead product and experience designer based in Sydney with over 30 years of experience designing enterprise-grade, user-centered digital platforms for government, financial services, and technology—audiences this project targets. I excel at turning complex, technical subjects into intuitive, visually compelling experiences that build credibility and drive conversion.
My approach blends structured discovery, modern design systems, accessibility, and clear handover. I’ve delivered measurable business results (for example, a 32% increase in lead conversions during Suntory Oceania’s B2B redesign) and I’m skilled at guiding teams from insight through to scalable delivery. I’d be delighted to collaborate with Twine and your client to create a cybersecurity website that communicates leadership, trust, and clarity.
Skills
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Language
English
Fluent
Work Experience
UX Manager/CX Architect at DXC Technology Sydney
February 1, 2023 - PresentPartnered with major Australian brands across government, FMCG, agriculture, and retail. Led teams to deliver omnichannel customer experience across B2B/B2C portals on SAP Composable Storefront & Adobe Experience Manager. Facilitated CX workshops with stakeholders across IT, product, and operations. Embedded design processes into SAP-heavy enterprise environments. Clients included Christchurch City Council, Suntory Oceano, NZ Defense Force, IP Fertilisers.
Contract Lead Product & UX Designer at Bourne Digital Sydney
January 31, 2023 - July 18, 2025Led Product/UX team and guided clients through the Triple Diamond framework. Developed design systems, proposal templates, and collaborative development workflows, supporting pre-sales and strategic UX engagement. Clients included John Holland, Endeavour Energy, Transport for NSW.
Contract Lead UX Designer at ACM (Australia Community Media) Sydney
June 30, 2022 - July 18, 2025Led design systems across 74+ media properties, improving UX consistency and scalability. Optimised onboarding and sales funnels using analytics, NPS, and competitor insights.
Contract Lead Technical Product Designer at Westpac Sydney
February 28, 2022 - July 18, 2025Modernised a reporting product for partners with improved usability and data clarity. Prototyped and tested new features to validate partner needs and ensure business alignment.
Contract Lead Technical Product Designer at KPMG Sydney
January 31, 2022 - July 18, 2025Collaboratively designed platform prototypes while shaping client project proposals.
Contract Lead UX/UI Product Designer at GBST Financial Technology Sydney
October 31, 2020 - July 18, 2025Integrated UX design deeply into the product lifecycle. Established a live design system using Storybook and embedded React components. Led design sprints, created service blueprints, and facilitated agile UX operations.
Product/Studio Manager at SJA Consulting & BuildingHelp Sydney
March 31, 2019 - July 18, 2025Drove digital transformation across omnichannel CRMs, CMS, and web/mobile platforms. Created service blueprints, journey maps, and design systems for an upstart venture.
Principal UX/Product Designer at CISRA (Canon Information Systems Research) Sydney
January 31, 2011 - July 18, 2025Led research and design sprints across mobile, web, embedded, AR/VR technologies. Built agile-aligned design processes.
UX Manager/CX Architect at DXC Technology Sydney
February 1, 2023 - PresentPartnered with major Australian brands across government, FMCG, agriculture, and retail. Led teams to deliver omnichannel customer experience across B2B/B2C portals on SAP Composable Storefront and Adobe Experience Manager platforms. Facilitated CX workshops with key stakeholders and embedded design processes into SAP-heavy enterprise environments.
Contract Lead Product & UX Designer at Bourne Digital Sydney
January 31, 2023 - August 4, 2025Led Product/UX team and guided clients through the Triple Diamond framework. Developed design systems, proposal templates, and collaborative development workflows supporting pre-sales and strategic UX engagements.
Contract Lead UX Designer at ACM (Australia Community Media) Sydney
June 30, 2022 - August 4, 2025Led design systems across 74+ media properties, improving user experience consistency and scalability. Optimised onboarding and sales funnels using analytics, net promoter scores, and competitor insights.
Contract Lead Technical Product Designer at Westpac Sydney
February 28, 2022 - August 4, 2025Modernised a reporting product for partners with improved usability and data clarity. Prototyped and tested new features to validate partner needs and ensure alignment with business goals.
Contract Lead Technical Product Designer at KPMG Sydney
January 31, 2022 - August 4, 2025Collaboratively designed platform prototypes and shaped client project proposals to provide innovative solutions.
Contract Lead UX/UI Product Designer at GBST Financial Technology Sydney
October 31, 2020 - August 4, 2025Integrated UX design deeply into the product lifecycle. Established a live design system using Storybook and embedded React components. Led design sprints, created service blueprints, and facilitated agile UX operations.
Product/Studio Manager at SJA Consulting & BuildingHelp Sydney
March 31, 2019 - August 4, 2025Drove digital transformation across omnichannel CRMs, CMS, and web/mobile platforms. Created service blueprints, journey maps, and design systems for an emerging venture.
Principal UX/Product Designer at CISRA (Canon Information Systems Research) Sydney
January 31, 2011 - August 4, 2025Led research and design sprints across mobile, web, embedded, AR/VR platforms. Built agile-aligned design processes improving cross-functional collaboration and delivery.
UX Manager & CX Architect at DXC Technology
February 1, 2023 - November 3, 2025Led UX design across large-scale digital transformation programs for cybersecurity, finance, and government clients. Embedded design processes into SAP-heavy enterprise environments.
Lead Product/UX Designer at Bourne Digital
January 31, 2023 - January 31, 2023Led Product/UX team and guided clients through the Triple Diamond framework. Developed design systems, proposal templates, and collaborative dev workflows, supporting pre-sales and strategic UX engagement.
UX Lead & CX Architect at ACM (Australia Community Media)
June 30, 2022 - June 30, 2022Led design systems across 74+ media properties, improving UX consistency & scalability. Optimised onboarding & funnels using analytics, NPS, and competitor insights.
Lead Technical Product Designer at Westpac
February 28, 2022 - February 28, 2022Modernised reporting products for partners with improved usability and data clarity. Prototyped & tested new features to validate user needs and business alignment.
Lead Technical Product Designer at KPMG
January 31, 2021 - January 31, 2021Collaboratively designed platform prototypes & shaping client project proposals.
Product/UX Designer at GBST Financial Technology
October 31, 2020 - October 31, 2020Integrated UX design deeply into the product lifecycle; Established a live design system using Storybook and React components; Led design sprints, created service blueprints, and facilitated agile UX ops.
Product/Studio Manager at SJA Consulting & Building Help Sydney
March 31, 2019 - March 31, 2019Drove digital transformation across omnichannel CRMs, CMS, and web/mobile platforms. Created service blueprints, journey maps, and design systems for an upstart venture.
Principal UX/Product Designer at CISRA (Canon Information Systems Research)
January 31, 2011 - January 31, 2011Led research/design sprints across mobile, web, embedded, AR/VR. Built agile-aligned design processes.
Freelance Designer / Contractor at eBay
December 31, 2007 - December 31, 2007Freelance/contract UX and product design work for eBay projects.
Contractor / Designer at Devotion Digital Agency
December 31, 2006 - December 31, 2006Contractor delivering digital design and UX work for agency clients.
Independent Contractor at Various clients
December 31, 2006 - December 31, 2006Contractor for multiple companies and digital agencies, delivering UX, UI, and product design.
Consultant / IT Specialist at SOLIT IT Dubai
December 31, 2003 - December 31, 2003IT consultancy and solutions delivery across client projects in the Middle East.
Graphic Designer at Paragon Media
December 31, 2001 - December 31, 2001Graphic design and digital media work across publishing and media initiatives.
Sound Engineer at Maranatha Recording Studio
December 31, 1998 - December 31, 1998Studio recording engineering and production support for music projects.
Defense Service / Specialist at South African Defense Force
December 31, 1990 - December 31, 1990Military service and related technical responsibilities.
Education
Bachelor of Arts at University of Pretoria
January 1, 1991 - December 31, 1994BA Information Design at University of Pretoria
January 1, 1991 - December 31, 1994Creative Producing at AFTRS (Australian Film School)
January 1, 2010 - December 31, 2011Product Lead Certificate at Product School
January 1, 2020 - December 31, 2020Product Lead Certificate at Product School
January 1, 2020 - January 1, 2020Creative Producing at AFTRS (Australian Film School)
January 1, 2010 - December 31, 2011BA Information Design at University of Pretoria
January 1, 1991 - December 31, 1994Qualifications
Product Lead Certificate
January 1, 2020 - December 31, 2020Creative Producing
January 1, 2010 - December 31, 2011Product Lead Certificate
January 1, 2020 - December 31, 2020Product Lead Certificate
January 1, 2020 - January 1, 2020BA Information Design
January 1, 1991 - December 31, 1994Industry Experience
Government, Consumer Goods, Agriculture & Mining, Financial Services, Professional Services, Media & Entertainment, Retail, Software & Internet, Education
Skills
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
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