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I'm a strategic and impact-driven Senior Product Designer with 5+ years of experience crafting intuitive, scalable digital experiences across rewards programs, SaaS, and startup ecosystems. I bridge business objectives with user needs through data-informed UX, AI feature integration, and design systems thinking. I excel at collaborating with cross-functional teams to translate insights into actionable product strategies and scalable design systems. My approach blends research, data, and empathy to create intuitive, scalable experiences. I enjoy partnering with product, engineering, and analytics teams to ship AI-enabled features and robust design systems that meet business goals while delighting users.…I'm a strategic and impact-driven Senior Product Designer with 5+ years of experience crafting intuitive, scalable digital experiences across rewards programs, SaaS, and startup ecosystems. I bridge business objectives with user needs through data-informed UX, AI feature integration, and design systems thinking. I excel at collaborating with cross-functional teams to translate insights into actionable product strategies and scalable design systems. My approach blends research, data, and empathy to create intuitive, scalable experiences. I enjoy partnering with product, engineering, and analytics teams to ship AI-enabled features and robust design systems that meet business goals while delighting users.

Xavier Lee

Product Designer, UX Designer, UI Designer, +2

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I'm a strategic and impact-driven Senior Product Designer with 5+ years of experience crafting intuitive, scalable digital experiences across rewards programs, SaaS, and startup ecosystems. I bridge business objectives with user needs through data-informed UX, AI feature integration, and design systems thinking. I excel at collaborating with cross-functional teams to translate insights into actionable product strategies and scalable design systems. My approach blends research, data, and empathy to create intuitive, scalable experiences. I enjoy partnering with product, engineering, and analytics teams to ship AI-enabled features and robust design systems that meet business goals while delighting users.…I'm a strategic and impact-driven Senior Product Designer with 5+ years of experience crafting intuitive, scalable digital experiences across rewards programs, SaaS, and startup ecosystems. I bridge business objectives with user needs through data-informed UX, AI feature integration, and design systems thinking. I excel at collaborating with cross-functional teams to translate insights into actionable product strategies and scalable design systems. My approach blends research, data, and empathy to create intuitive, scalable experiences. I enjoy partnering with product, engineering, and analytics teams to ship AI-enabled features and robust design systems that meet business goals while delighting users.

Available to hire

I’m a strategic and impact-driven Senior Product Designer with 5+ years of experience crafting intuitive, scalable digital experiences across rewards programs, SaaS, and startup ecosystems. I bridge business objectives with user needs through data-informed UX, AI feature integration, and design systems thinking. I excel at collaborating with cross-functional teams to translate insights into actionable product strategies and scalable design systems.

My approach blends research, data, and empathy to create intuitive, scalable experiences. I enjoy partnering with product, engineering, and analytics teams to ship AI-enabled features and robust design systems that meet business goals while delighting users.

Skills

Figma

Product Design

Experience Level

Figma

Expert

Product Design

Expert

Language

English

Fluent

Work Experience

Senior Product Designer at News Corp Australia

September 1, 2025 - April 1, 2026

Led end-to-end UX design across flagship products, including the news.com.au homepage and taste.com.au recipe pages, driving a 20.8% overall CTR increase through data-informed redesign. Participated in global innovation workshops, designing AI-powered concepts based on NPS insights and industry research to shape product direction and roadmap. Improved CX team workflow and stakeholder transparency by launching a CX Playbook and idea-tracking system, enabling clearer collaboration and better visibility of prior innovation outcomes.

Senior Product Designer at NRMA

October 1, 2023 - September 1, 2025

Created and implemented a new app design to accommodate the updated membership tier system, enabling entry-level members to access and upgrade to premium benefits with an enjoyable user experience, significantly impacting customer retention. Provided product proposition guidance for NRMA loyalty program through comprehensive UX testing, empowering the business with actionable insights and informed roadmap decisions. Launched a cashback landing page with 31% MoM growth in unique users and established reusable components and tokens in NRMA’s design system; led UX workshops to prioritise FY25 initiatives; redesigned NRMA offer landing page with a 39% CTR improvement; proposed UX improvements to the NRMA Trip Planner, driving ~22.5k unique trips in the first month.

UX Designer at Integrated Research Pty Ltd (IR)

October 1, 2021 - August 1, 2023

Implemented the Agile design process from discovery to delivery, collaborating with customers and stakeholders to elicit requirements for product features. Conducted interviews, workshops, and surveys to uncover pain points; produced high-quality UX mockups and wireframes; conducted usability testing to validate design changes and iterated solutions. Analyzed customer data and behaviour to identify trends and opportunities, updating and maintaining the design system to ensure consistency and accelerate delivery.

Product Designer at Appetiser Apps

October 1, 2020 - October 1, 2021

Collaborated with start-up clients to transform business objectives into digital solutions and led the end-to-end MVP product design process from ideation to production-ready designs. Sought feedback from the internal design team, iterated designs, and ensured alignment with strategy and budget throughout the design phases. Contributed to Appetiser Apps’ reputation by helping win an UpLabs design competition for an e-learning mobile app.

UI (User Interface) Designer at Thinkive Pty Ltd

November 1, 2019 - June 1, 2020

Translated user needs into problem-solving UI solutions, collaborating with product managers and researchers. Produced user flows, storyboards, wireframes, and prototypes; designed icons, tabs, fonts, and widgets; conducted usability testing to validate and refine the design.

UI Designer at B&B Investment Group

March 1, 2019 - July 1, 2019

Created the B&B landing page and UI components for the company website and app; developed design system including UI components, fonts, icons, and in-product illustrations. Ensured consistent design quality across digital assets and delivered wireframes, user flows, and prototypes to stakeholders.