Available to hire
I’m Jonathan Macey, a principal product designer based in Sydney with 25+ years of experience helping teams make complex B2B products, workflows, and information easier to understand and use. I work from discovery and customer journeys through information architecture, interaction design, wireframes, prototypes, design systems, and collaboration with developers to carry design decisions into implementation.
I’m especially focused on situations where the starting point is ambiguous and detail can’t simply be removed—so I use careful product modeling and clear interaction patterns to reduce friction without losing what matters. Alongside client and agency leadership, I’m currently exploring how AI can change end-to-end products and workflows (not just add chat), while staying hands-on with product definition, reusable systems, and measurable user experience improvements.
Experience Level
Language
English
Fluent
Work Experience
Principal product designer at 4mation/Liveware
March 1, 2026 - PresentClient-facing, hands-on principal product design across multidisciplinary product and service work following acquisition by Liveware. Lead discovery and stakeholder workshops; clarify assumptions, risks and priorities. Establish product models, journeys and information architecture before interface decisions. Turn early ideas into flows, prototypes and reusable systems for review with clients, product teams and developers. Partner directly with developers to resolve trade-offs and support implementation.
Design-system consultant at Pollen / Novated Lease Australia
January 22, 2026 - March 23, 2026Developed reusable components, states and interaction patterns for an established financial-services product. Connected design-system decisions with practical product and engineering delivery.
Head of Design / Brand & Product Strategy at Malu Health Group
September 30, 2025 - September 30, 2025Led brand, product direction, and early-stage digital frameworks for a startup health network. Created a new brand and design guidelines, defined tone and identity, and outlined scalable umbrella brand frameworks to support multiple clinics. Explored AI tool opportunities for clinicians and mapped end-to-end service journeys for clients, clinicians, and administrators.
Principal designer, brand and product at Malu° Health Group
January 1, 2025 - September 1, 2025Established positioning, identity, typography and brand governance. Designed and built the public website in Framer. Mapped journeys across intake, clinician matching, onboarding, administration and continuing care. Explored conversational intake and AI-assisted documentation, consultation support and practice-management concepts.
Senior UI/UX designer at 4mation
November 6, 2024 - December 20, 2024Returned to complete Zip Water product work via direct PAYG engagement.
Head of Design / Lead Designer at 4mation (Agency)
September 30, 2024 - September 30, 2024Led design across enterprise SaaS, IoT, government, and corporate platforms from concept through research, prototyping, and delivery. Built and scaled design systems, mentored designers, and supported business growth through client pitches.
Head of design at 4mation
August 1, 2023 - September 30, 2024Joined as Head of Design and operated as the agency’s sole designer across multiple clients, project managers and engineering teams. Led product design work across enterprise SaaS, IoT, government and service products. Facilitated workshops aligning customer needs, business goals, operational workflows and technical delivery. Turned unclear briefs and workshop material into practical product direction. Designed complex operational and data-heavy interfaces without removing needed information. Created fit-for-purpose design systems and reusable interaction patterns. Worked with teams on delivery across selected clients including Weld Australia, Zip Water, Launtel and Port Authority of New South Wales.
Head of Design / Lead Designer at LYSN
July 31, 2023 - July 31, 2023Led product, brand, and marketing design across a digital mental health platform during a period of rapid growth. Drove two company rebrands and launched two new websites, established a shared brand voice, and simplified user flows for clinicians and clients.
Head of design at Lysn
May 1, 2022 - August 31, 2023Principal design voice for a digital mental-health platform, working directly with the CEO and collaborating with product, engineering, clinical and operational stakeholders. Owned hands-on product and interaction design while providing company-wide design direction. Improved onboarding, practitioner discovery, booking and session workflows. Established shared interaction patterns and product-design standards. Partnered with product and engineering from problem definition through build and release.
Design Director at Trade Ledger
April 30, 2022 - April 30, 2022Promoted from Senior Product Designer to Design Director, guiding design systems and UX for a fintech SaaS platform. Built a company-wide design system, mentored designers, defined roadmap priorities, and introduced journey mapping to improve cross-team alignment.
Director of product design and UX at Trade Ledger
February 1, 2022 - April 26, 2022Promoted into design leadership across an automated B2B lending platform. Defined future-state experience direction and established design-system foundations. Managed Product Designers and partnered across product, engineering and leadership. Maintained coherence as financial workflows and automated decisioning increased.
Lead Product Designer at HireUp
July 31, 2021 - July 31, 2021Worked across multiple product teams for a mission-driven SaaS platform. Consolidated fragmented design systems into a unified Figma library, designed parity for Android and iOS, improved accessibility and user flows, and mentored junior designers.
Senior product designer at Trade Ledger
July 1, 2021 - February 1, 2022Reconstructed workflows across onboarding, data ingestion, credit assessment, decisioning and reporting. Established a shared Figma product language and reusable financial-table patterns. Used journey mapping to make complex customer and operational problems easier to understand.
Lead product designer at Hireup
August 1, 2020 - July 1, 2021Worked across participant, support-worker and operational journeys in a high-trust disability marketplace. Consolidated fragmented design resources into a coherent Figma library. Aligned design patterns with development components and improved cross-platform consistency. Partnered with product, engineering, operations and support while mentoring junior designers.
Senior UI Designer at Education Perfect
July 31, 2020 - July 31, 2020Supported scaling of a global SaaS education platform. Redesigned core tools for clarity and efficiency, built the first design system to support scaling, expanded design across desktop/tablet/mobile, and integrated branding into legacy codebase with AA compliance.
Senior Product Designer at Gumtree
January 31, 2020 - January 31, 2020Contract role focusing on financial workflow design. Designed UX/UI for finance integrations, developed reusable form components, and presented prototypes to stakeholders and external vendors.
Lead Product Designer at Eggy.as
October 31, 2019 - October 31, 2019Designed and launched a new productivity SaaS platform from concept to MVP. Created UX from research through to interactive prototypes, designed for desktop and iOS, and contributed to roadmap planning after being selected for the Suncorp Digital Incubator.
Lead product designer at Eggy
December 1, 2018 - October 31, 2019Helped founders turn an early life-administration idea into a coherent product proposition across documents, reminders, events and everyday tasks. Led product definition, journeys, UX/UI and prototypes across desktop and mobile. Used customer feedback to inform the roadmap. Joined full-time before the role was removed due to inability to secure further funding.
Lead digital designer at In2Sports Marketing
February 1, 2018 - November 30, 2018Redesigned the All Australian Beach Body application and website to Strong Body. Rebuilt Tim Robards’ website in WordPress. Delivered supporting hospitality and printed experiences for Novotel Sydney.
Senior digital designer at Fitzgibbons International
April 1, 2017 - December 31, 2017Designed and developed websites, campaigns, video and supporting brand experiences for Sally Fitzgibbons, Tim Robards and related health and fitness products.
Senior experience designer / lead product designer at Fairfax Media
January 1, 2017 - February 1, 2018Completed separate engagements covering mobile news interactions and information architecture for the Australian Financial Review.
Lead UI/UX designer at William Hill
August 1, 2016 - February 28, 2017Led discovery, rapid product concepts and prototypes for mobile and desktop propositions.
Creative lead at Qantas Loyalty
February 1, 2016 - August 31, 2016Led an eight-week proof of concept covering research, journey simplification, interface design, prototyping, testing, senior presentation and engineering delivery.
Senior visual designer at BT Financial Group / Westpac
July 1, 2015 - January 31, 2016Joined an incomplete BT Panorama mobile MVP and helped progress it toward a clearer, market-ready experience.
Head of product and UI/UX design at Genbook
December 1, 2014 - July 31, 2015Promoted into broader product direction after joining as Design Director UI/UX. Reconstructed and redesigned vendor booking journeys across iOS and Android, expanded into a customer-facing booking experience, and created a cross-platform product language using remote testing to improve released workflows.
Head of Design APAC / Design Director (UI/UX) at Tigerspike
December 31, 2013 - December 31, 2013Led APAC and EMEA design teams delivering early enterprise and consumer mobile apps. Shaped flagship apps, mentored designers, and supported digital transformation for clients across multiple regions.
Head of design Asia Pacific / design director EMEA at Tigerspike
December 1, 2008 - December 31, 2013Led and mentored designers across APAC and EMEA. Designed early official AFL and NRL iPhone applications. Helped design The Australian’s application before the team had access to an iPad. Directed Emirates mobile and tablet work with client and development teams in Dubai. Reframed American Express work connected with the London Olympics.
Principal product designer at Yoggi Studio
January 1, 2007 - PresentIndependent design practice working with founders, product teams and engineers across product design, UX, service design, information architecture and design systems. Typically engaged when a proposition is evolving, workflows are unclear, existing design is fragmented, or a team needs experienced design direction without adding heavy process.
Multimedia and digital designer at Sequence
December 1, 2006 - July 31, 2007Rolling Yoggi Studio engagement for multimedia and digital design work.
Print and multimedia designer at 6721
August 1, 2004 - November 30, 2006Junior artworker to creative and multimedia designer at Golley Slater
May 1, 1997 - August 31, 2004Education
Graphic Design at University of Wales
January 11, 2030 - September 23, 2026 at Cardiff Institute of Higher Education
January 11, 2030 - September 23, 2026Qualifications
Industry Experience
Software & Internet, Healthcare, Education, Government, Financial Services, Media & Entertainment, Professional Services
Experience Level
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