Work Experience

Head of UX - Apr 2023 - Present
Imminently

At Imminently, I lead the UX strategy and execution, crafting intuitive and impactful digital products that bridge user needs with business objectives. My role is a dynamic blend of UX/UI design, service design, and strategic leadership, contributing to a suite of innovative solutions across diverse industries.

Key Projects:

• Trier Medical: A digital triage system enhancing patient flow and safety in hospital emergency departments.

• Government Audit and Fraud Prevention Software: Tools built to streamline auditing processes and combat fraud with precision.

• RoamFree: A global visa mobility platform simplifying international travel documentation and processes.

• Aspen Medical: An efficient and comprehensive KPI reporting platform tailored

• Dragonfly Thinking: An AI-powered analytics and decision-support tool for multi-lens strategic foresight.

• Decisively: Imminently’s own declarative rules engine, empowering efficient rule-based systems.

At Imminently, I channel my passion for UX/UI and service design into high-impact, fast-paced projects. I thrive on pushing creative boundaries to create meaningful products that adapt to the ever-evolving demands of our industry.

Skills: Service Design, Design Leadership, User Experience Design, User Interaction Design, User Behaviour, Creative Problem Solving, Design Systems, Website Building, Wireframing, Journey Mapping, User Flows, Storyboarding, Product Design, Human-centred design (HCD), Stakeholder Engagement, Project Management, Business Strategy, Information Architecture, Product Design

Head of UX - Apr 2021 - Apr 2023
Pentanet & GeForce NOW Australia

I spearheaded the validation, development, and launch of NVIDIA's cloud gaming service, GeForce NOW, in Australia, including creating a gamified portal that generated millions of interactions and valuable data. Did the complete UX and UI of the website and user portal. Additionally, I played a pivotal role in marketing strategies that expanded the user base to over 300,000 users. Furthermore, I led the strategy, UX/UI design, and execution of Pentanet's new website, incorporating internal optimisations and enhancing processes. Leveraging research insights, I created process flows, journey maps, and product improvements, all while tracking and analysing user experience metrics, implementing design standards, advocating for data-driven design, fostering a collaborative culture, managing stakeholders, and ensuring effective project management for clear project goals and milestones.

• Led and did the UX/UI of the validation, build, and launch of NVIDIA's cloud gaming service, GeForce NOW, in Australia.

• UX and UI of the gamified portal featuring quests, levels, sponsored competitions, achievements, badges, and more, resulting in millions of touchpoints and valuable data for actionable insights and decisions.

• Played a significant role in marketing strategies that contributed to growing the user base to over 300,000 users across Australia.

• Led the strategy, design and execution of Pentanet’s new website, including multiple internal optimisations and process improvements.

• Used research insights to produce process flows, journey mapping, product improvements, and support product development.

• Built, tracked, and analysed user experience metrics, including satisfaction, usability, and user sentiment.

• Developed and implemented consistent design conventions, standards, and patterns following best practices.

• Led as an advocate of data-driven design and used insights to inform decisions.

• Fostered a collaborative culture uniting design and development with planning, speed, consistency, quality, and feedback.

• Managed internal and external stakeholders across project teams.

• Implemented effective project management to ensure transparency and clearly define project goals and milestones.

Skills: Design Leadership, User Experience Design, User Interaction Design, User Behaviour, Creative Problem Solving, Design Systems, Website Building, Wireframing, Journey Mapping, Stakeholder Engagement, Project Management, Business Strategy, Information Architecture, Product Design, Service Design, Business Strategy, Gamification Modeling and Execution, Team Leadership, Marketing Campaign Strategy and Execution, Analytics and Reporting.

Digital Experience Manager - Jul 2018 - Apr 2021
Firefly360 - Digital Agency, Perth

• Planning and producing information architecture solutions, conducting user research, user personas, user journeys, sitemaps, wireframes, high-fidelity prototypes, UI design kits and design systems for multiple clients

• Digital experience planning, idea generation & scope workshops with clients

• Testing and checking product functionality and design quality and integrity

• Producing creative digital strategies for unique business needs – utilising all channels: website, social media, content creation, creative user experience design

• Management & collaboration – supporting and helping empower our team to produce the best work possible

• Advising clients on digital communications solutions with up-to-date technology knowledge and experience

Skills: User Experience Design, User Interaction Design, User Behaviour Creative Problem Solving, Design Systems, Website Building, Wireframing, Journey Mapping, Stakeholder Engagement, Project Management, Information Architecture, Product Design, Service Design, Business Strategy.

UX & UI Adviser - Sep 2019 - May 2020
SpaceDraft - Awarded best Western Australian startup of the year by Business News. SpaceDraft is a Cloud-based visual logistics software for remote collaboration. Ideal for pre-production planning in video, VR and AR work. 

• Analysed the existing UX for improvement opportunities, prioritised based on user needs, effort vs impact

• Restructured the Information architecture, the visual hierarchy and functions to create a more user centric product. 

• Redesigned the UI of the web application

• Identified pain-points and optimised user flows

Digital Experience Manager - Dec 2017 - Jul 2018
Clarity Communications - Brand Agency (Sister agency to Firefly360)

• Digital experience planning, idea generation & scope workshops with clients

• Planning and producing information architecture solutions, user research, user personas, user experience journeys, sitemaps, wireframes, high-fidelity prototypes, UI design kits and design systems 

• Testing and checking product functionality and design quality and integrity

• Producing creative digital strategies for unique business needs – utilising all channels: website, social media, content creation, creative user experience design

• Management & collaboration – supporting and helping empower our team to produce the best work possible

• Advising clients on digital communications solutions with up-to-date technology knowledge and experience

Skills: User Scenarios, User experience Design, User Interaction Design, User Behaviour, Creative Problem Solving, Design Systems, Website Building, Wireframing, Journey Mapping, Stakeholder Engagement, Project Management, Business Strategy, Information ArchitectureProduct Design, Service Design, Business Strategy.

Co-founder, Creative and Managing Director - Jun 2016 - Dec 2017
Good Digital Morning - Digital Agency, Stockholm, Sweden

• Engaging, building and maintaining relationships with clients, understanding their needs, and ensuring the agency delivers high-quality services that meet or exceed client expectations

• Identifying new business opportunities, partnerships, and market trends. This involves staying informed about industry developments, exploring new service offerings, and seeking ways to expand the agency's client base and revenue streams.

• Charge of the agency’s financial health, including budgeting, financial forecasting, and profitability, ensuring sustainability and growth.

• Development of digital strategies for all clients, including idealisation, visualisation and realisation of digital concepts to the final product
  

  Skills: Wireframing, Design Principles, User Research, Design, Design Management, Information Architecture, Product Design, Human Computer Interaction, Journey Mapping, User Behaviour, Stakeholder Engagement, Project Plans, User Experience Design (UED), Product Vision, Creative Problem Solving, Strategic Thinking, Website Building, User Scenarios, User Flows, Prototyping.

Head of Production and Team Leader - Feb 2015 - Jun 2016
Ingager AB - Social Media Agency, Stockholm, Sweden

• Team leader responsible for directing activities of multiple graphic designers and programmers  

• Project management to ensure delivery of high-quality digital solutions within the set timeframe

• Communicating and reporting to management of project status and challenges

• Development of digital strategies/products for global clients such as Disney, PWC, Elle and BMW

• Translating product strategies into detailed requirements and concepts

• Mentoring less experienced team members and providing training in programs such as
  Adobe Creative Suites

• Development of engaging digital content such as interactive games, web design, photo alteration, videos, photography, animation and illustrations for global clients

Art Director - May 2014 - Aug 2014
Neue AB - Design Agency, Stockholm, Sweden

• Responsible for the design and execution of an interactive survey tool for Bacardi Company

• Worked as part of a globally diverse project team 

• Created promotional videos for Unilever

• Responsible for the delivery of various graphic design projects as required

Junior Designer - Jan 2014 - May 2014
Rewir - Branding Agency, Stockholm Sweden

• Creation of an infographic which was submitted for a prestigious design award

• Graphic design (such as logo development and signage design)

• Research and design development (such as re-designing the credit card for Scandinavian Banking Group S.E.B.)

• Collaboration on frequent basis with Rewirs Creative Director

Graphic Designer - Sept 2013 - Jan 2014
Neue AB - Design Agency, Stockholm, Sweden

• Responsible for design of brochures, logos and design guidelines

Internship Experience

Rewir - Branding Agency, Stockholm, Sweden - Dec 2011 - Feb 2012

• Responsible for design of brochures, logos and design guidelines

Blomquist & Co - Advertising Agency, Stockholm, Sweden - Feb 2009 - Mar 2009 & Sept 2008 - Oct 2008

• Developed business plan and conducted marketing analysis 

MTV - Music Broadcasting Network, Stockholm, Sweden - May 2007- Jun 2007