I'm a Senior Product Designer with 12 years of experience designing end-to-end digital products across eCommerce, SaaS, fintech, and government. I specialise in scalable UX, interaction design, accessibility, CRO, and systems thinking, delivering high-performing, user-centered experiences. I thrive in cross-functional, agile, asynchronous teams, partnering with product managers, engineers, analysts, and researchers to deliver measurable outcomes across customer-facing products and internal tools. I leverage AI-augmented design tools (including ChatGPT, Maze AI, Gemini, and Figma AI plugins) to accelerate research synthesis, ideation, UX writing, prototyping, and experimentation analysis, improving speed to insight while maintaining strong design judgment.…

Johanna Sofie Luemke

I'm a Senior Product Designer with 12 years of experience designing end-to-end digital products across eCommerce, SaaS, fintech, and government. I specialise in scalable UX, interaction design, accessibility, CRO, and systems thinking, delivering high-performing, user-centered experiences. I thrive in cross-functional, agile, asynchronous teams, partnering with product managers, engineers, analysts, and researchers to deliver measurable outcomes across customer-facing products and internal tools. I leverage AI-augmented design tools (including ChatGPT, Maze AI, Gemini, and Figma AI plugins) to accelerate research synthesis, ideation, UX writing, prototyping, and experimentation analysis, improving speed to insight while maintaining strong design judgment.…

Available to hire

I’m a Senior Product Designer with 12 years of experience designing end-to-end digital products across eCommerce, SaaS, fintech, and government. I specialise in scalable UX, interaction design, accessibility, CRO, and systems thinking, delivering high-performing, user-centered experiences.

I thrive in cross-functional, agile, asynchronous teams, partnering with product managers, engineers, analysts, and researchers to deliver measurable outcomes across customer-facing products and internal tools. I leverage AI-augmented design tools (including ChatGPT, Maze AI, Gemini, and Figma AI plugins) to accelerate research synthesis, ideation, UX writing, prototyping, and experimentation analysis, improving speed to insight while maintaining strong design judgment.

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Skills

Experience Level

Language

English
Fluent

Work Experience

Senior Product Designer at Myer
April 1, 2021 - Present
Led experimentation and design systems, delivering 200+ A/B tests across core ecommerce flows (PLP, PDP, ATB, checkout, AOV, CVR), contributing to double-digit uplifts and $40M+ in revenue. Co-led enterprise design system governance and established design governance processes to ensure consistent application of design standards, accessibility (WCAG 2.1), and brand guidelines across digital touchpoints. Partnered with product managers, engineers, analysts, and researchers to implement, monitor, and iterate on experiments that improved user engagement and business outcomes. Utilized analytics tools (Google Analytics, Hotjar, and session replay software) to gather actionable insights and drive continuous UX improvements.
Senior Product Designer at NSW Government
November 1, 2019 - April 30, 2021
Worked on a suite of digital transformation projects, including a flagship platform for oyster biosecurity and shipment approvals. Led UX for a digital tool enabling oyster farmers to lodge inter-estuary shipment requests online, significantly improving turnaround time and traceability. Collaborated with service designers and policy stakeholders to translate complex regulatory workflows into intuitive user journeys. Delivered customer-facing experiences and admin interfaces used by government staff to review and manage biosafety alerts. Helped reduce manual form submissions by 80% through digital process adoption. Provided design leadership to two junior designers, advocating inclusive design and WCAG 2.1 compliance across the product life cycle.
Product Designer at Sportsbet (Racing Squad)
August 1, 2018 - November 30, 2019
Led UX efforts to improve navigation, clarity, and usability within a high-activity betting experience. Collaborated with product managers, analysts, and developers to test and validate new bet types before market release. Conducted user research to understand betting behaviors and edge cases, ran usability testing and prototype validation sessions, and designed end-to-end flows for mobile and responsive web. Created interactive flows and high-fidelity UI to drive engagement and conversion.
Product Designer at Data Series B Fintech Startup
July 1, 2016 - August 31, 2018
End-to-end product design across B2B and B2C loyalty experiences, shaping solutions to increase user engagement, retention, and brand value. Loyalty Platform Design included tailored customer loyalty programs featuring eGift cards, points engines, tiered memberships, gamification, milestones, and marketplaces. Translated complex business requirements into scalable, intuitive UI components for multiple white-labeled platforms. Advocated for accessibility and ensured consistency across digital touchpoints.
UI/UX Designer at Easy Communication & Technology
August 1, 2014 - October 1, 2016
Designed and delivered end-to-end UI/UX solutions for multiple client projects, with a primary focus on e-commerce platforms. Led responsive e-commerce websites and digital storefronts, improving usability and conversion rates. Conducted early-stage user research, developed personas and journey maps, and iterated with high-fidelity prototypes. Created wireframes and interactive prototypes, aligning with brand guidelines and stakeholder goals. Worked closely with developers to ensure seamless implementation and adherence to design systems.

Education

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Qualifications

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Industry Experience

Retail, Software & Internet, Government, Gaming, Professional Services

Skills

Experience Level