For more than a decade, I’ve been creating digital experiences that stand out across diverse industries. My passion for product development is driven by a belief that the best design starts with asking the right questions—not just chasing quick answers. I thrive on uncovering insights, solving complex problems, and crafting user centered solutions that make a real impact. I bring a deep understanding of Design Thinking, human-centered design principles, and AI technologies to my work, ensuring that every solution aligns with user needs and ethical standards.
About
I am a highly experienced Senior UX/UI Designer and Design Leader with over 10 years of expertise in crafting innovative, user-centered solutions in agile environments. My passion lies in transforming complex challenges into impactful, human-focused designs by leveraging analytical, methodical, and empathetic approaches at every stage of the process. With a strong foundation in Design Thinking and human-centered design principles, I lead end-to-end design processes for large-scale systems. My work includes AI-powered solutions for privacy-first, ethical user experiences, demonstrating how technology and human needs can align seamlessly. I believe that a well-defined problem is the cornerstone of great design and dedicate significant effort to understanding user needs, aligning stakeholders, and fostering innovation through the right context. Driven by research, creativity, and iterative design cycles, I create scalable, intuitive, and impactful digital products. My expertise extends to facilitating co-design workshops, conducting qualitative and quantitative research, building interactive prototypes, and delivering solutions that merge cutting-edge AI technologies with ethical, user-focused experiences. By applying first principle analysis, iterative exploration, and rapid prototyping, I ensure that every solution is functional, thoughtful, and deeply connected to its users, helping organisations achieve their goals while keeping user needs at the heart of the process. .
Current Role
As a Senior UX/UI Designer, my focus is on creating user-centered solutions that deliver measurable impact across diverse industries. I apply design thinking principles to deeply understand user behavior, uncover opportunities, and create products that resonate. Collaboration is at the heart of my approach, I partner with cross functional teams, including product managers, engineers, and researchers, to develop solutions that align business goals with user needs. My process emphasizes accessibility, data driven decision making, and iterative refinement to ensure every product is both innovative and practical. Whether working on emerging fields like IoT or public sector projects, I bring a commitment to quality, usability, and meaningful impact. I’ve also led the end to end design processes for large-scale systems, leveraging qualitative and quantitative research to create scalable and intuitive digital products.
Design Philosophy
I believe being analytical about the design process allows for a tool agnostic approach that fosters growth and innovation. Here are the core elements of my philosophy:
A problem well defined is a problem half solved: A well scoped project sets the stage for success. I invest time upfront to ensure clarity, alignment, and context, enabling more effective and creative problem solving.
First Principle Thinking: Breaking down challenges to their fundamental truths allows me to uncover novel solutions. I employ frameworks like second-order thinking and decision models to approach problems from multiple angles.
Accessible Accessibility: Accessibility isn’t just a requirement it’s an opportunity to create products that are inclusive and impactful. By integrating WCAG standards with design system thinking, I ensure solutions are both compliant and delightful.
Novel + Functional Solutions: Design is the intersection of creativity and functionality. By understanding human psychology, subconscious biases, and emotional triggers, I craft solutions that not only solve problems but resonate deeply with users.
Tool Agnostic: While tools evolve, a solid process remains constant. I focus on refining my design approach, ensuring it’s adaptable and effective regardless of the tools I use.
Collaboration and Storytelling: Storytelling is central to my work. I bring design directions to life through compelling narratives, ensuring alignment across teams and stakeholders. Collaboration allows me to integrate feedback, synthesise ideas, and deliver outcomes that resonate across organisations.
Research-Driven Innovation: Leveraging both qualitative and quantitative research, I uncover user insights that guide product decisions. I facilitate co-design workshops to collaborate directly with stakeholders and users, ensuring solutions are both practical and impactful.
Achievements
I’ve had the privilege of contributing to projects that have been recognised with the following notable awards: Australia Good Design Awards – Dine & Discover AI Agent – Gold, NSW Government Secretary Awards for Innovation – Silver, Bravo Award – Driver Knowledge Online Test AI Agent – Gold, Voice of the Customer Award – Driver Knowledge Online Test AI Agent – Silver, and Qantas eXcel Awards for Innovation – Gold. These accolades showcase a dedication to impactful and forward thinking solutions that continue to drive innovation and success.