FLEET Technologies Ltd

A unique opportunity to lead and design across product design, UI design, UX research, UX writing, visual design, branding, content and marketing.

• Lead the product design of all digital products
• Collaborate with the CEO, CXO and tech leads to prioritise features
• Identify feature improvements and recommend design solutions
• Create and maintain the Figma Design System
• Educate and advise teams on UX best practices
• Design, iterate and test in-vehicle driver tablet and mobile app experiences
• Improve the customer experience for drivers, travellers and taxi operators
• Identify pain points in customer journeys and recommend improvements
• Conduct user testing and document UX research to validate designs
• Create a culture of knowledge sharing and UX advocacy
• Conduct design reviews of front-end build to maintain quality and consistency
• Lead and implement the rebrand rollout across the mobile app, portal and website
• Rebrand and uplift the social media presence via content creation
• Co-create marketing campaigns with the CCO to increase conversions and website traffic

Design Lead

Shift

Helped guide the product design for a unique product and service offering for B2C and B2B customers across merchant and payment platforms to improve the end-to-end onboarding experience.

• Partnered with product owners, senior stakeholders and tech leads to prioritise features
• Conducted senior stakeholder walkthroughs to collate customer insights to improve the design
• Advocated for Human-Centred Design: kept stakeholders focused on customer needs
• Collaborated with cross-functional teams to ensure a seamless experience across all platforms
• Improved microcopy across platforms to drive user interaction and increase conversions
• Facilitated dev walkthroughs, handovers and conducted design reviews to improve build quality
• Applied relevant research techniques and behavioural methods to gather insights
• Summarised key user insights from data and recommended UX solutions
• Maintained quality assurance through regular design reviews and critiqued peer work
• Drove the product design direction by validating insights from testing and data

Senior Product Designer

Prospa.

I was an IC (individual contributor) and co-led the product design for 2 squads: a business transaction account platform and a mobile app. I worked closely with industry-leading service designers, product owners and tech teams to help launch a new product, refresh the mobile app UI design and improve micro-interactions in the onboarding experience.

• Collaborated with product owners and engineers to prioritise product features in the roadmap
• Improved the microcopy for the onboarding application to reduce users' time spent completing tasks
• Advocated for Human-Centred Design - kept stakeholders focused on customer needs
• Summarised key user insights from data and recommended UX solutions
• Continuously ensured best practices were applied to all experience design and EDMs
• Refined the mobile app UI design to improve the usability 
• Collaborated with the marketing team on co-branded Apple Pay app integration
• Mentored product designers with progressing into leadership roles and defining career paths

Product Design Lead

CMC Markets APAC & Canada

As a passionate and strong advocate for mental health and social issues, I was a member of the corporate social responsibility committee who helped organise events that uplifted the well-being of all staff through internal initiatives, raised money for charities and increased awareness about mental health through speaker talks.

Corporate Social Responsibility - Committee Member

I was an influential member of CMC's women's leadership committee that helped drive internal initiatives to provide resources and learning to female staff to enhance their career opportunities. I led a 2021 Mentor Program, which included refreshing the mentor program, writing content and pairing mentees with suitable mentors.

Women@CMC - Leadership Committee Member

As the sole UX design lead, I established UX internally, redesigned the customer onboarding experience for CMC's online application and was the voice of UX across all products and services.

• Led the experience design across CMC Invest products AU
• Oversaw all phases, including discovery, research, UX/UI design, testing to product launch
• Worked closely with product leads and department heads to define the product
• Cultivated a culture of team collaboration and problem-solving with various squads
• Improved microcopy to reduce users' time spent completing tasks
• Advocated for Human-Centred Design - kept stakeholders focused on customer needs
• Conducted user interviews to understand user needs and recommended feature improvements
• Facilitated UX/Developer walkthroughs and iterated from stakeholder feedback
• Explored research techniques and applied behavioural methodology to an application redesign
• Summarised key user insights from data and recommended UX solutions
• Continuously ensured best practices were applied to all experience design and EDMs
• Developed and maintained the design system and led walkthroughs with developers
• Created user flows, site maps, competitor analysis, prototypes, wireframes, UI design
• Collaborated with the marketing team to guide the brand redesign and improved EDM comms

UX Design Lead

Project F

While working at DIVVY, I did pro bono work for Project F, an organisation founded by Emma Jones, CEO, who partners with organisations to create gender balance in tech teams. I worked closely with Emma to help define the product, advise on the brand and creative direction and mocked UX, UI and visual designs for sales collateral, client presentations and brand assets.

Design Consultant (Pro bono)

Avenue Bank

While working at DIVVY, I did freelance work with Avenue Bank, which included rolling out the rebrand across their company website, application form, corporate identity and digital assets.

• Worked closely with product managers to define the information architecture for the site redesign
• Redesigned the company website: site maps, user flows, wireframing, prototyping, UI design
• Mocked UI prototypes for the application form working closely with product managers, tech leads
• Developed a mini Figma Design System for all brand assets and design components
• Developed social media templates and corporate ID for the brand refresh

Senior UX/UI Designer

DIVVY

Built and managed a small design team from the ground up for a small startup of 20 people, created a new Justbooked brand, designed a parking booking website and shipped it in 3 months, worked closely with Woolworths to design and build the 'Q-Tracker' platform and improved the customer experience for DIVVY products.

• Led, managed and mentored a small UX/UI design team
• Cultivated a culture of team collaboration and problem-solving
• Advocated for Human-Centred Design - kept stakeholders focused on customer needs
• Co-created user stories and participated in scoping sessions with senior leaders
• Worked with product owners and C-suite levels to define product requirements
• Planned and facilitated research and conducted user testing to improve new features
• Co-facilitated workshops, retros, UX/Dev walkthroughs and iterated from stakeholder feedback
• Summarised key user insights from data and research and recommended UX solutions
• Collaborated with cross-functional teams and ensured best practices in experience design
• Rapid mockups and prototypes to explore and test feature ideas and product directions
• Developed and maintained the design system and led walkthroughs with developers
• Created user flows, user stories, site maps, competitor analysis, prototypes, wireframes
• Participated in usability testing and provided recommendations to improve products
• Improved end-to-end experiences for customers through research, testing & data
• Provided creative direction on all motion graphics, animation and video to post-production
• Traffic managed design requests for marketing campaigns, presentations and client pitches
• Managed and owned the brand guidelines and assets to ensure a consistent experience
• Apps: Figma, JIRA, Trello, Adobe Creative Cloud, Optimal Sort, Tree Jack, Litmus
• Clients: Woolworths, NRMA, DXC Technology, Manly Fast Ferries, Western Sydney University

FlexiGroup Limited (FXL)

After more than 10 years of graphic design through to studio management, creative direction, digital and print design, I transitioned to product design and progressed from junior to senior product designer within 2 years.

• Co-led UX/UI design of Skye Mastercard product launch: website, portal, application, EDMs
• Co-led the creative and brand direction for Skye Mastercard campaigns, packaging and videos 
• Created mockups, user flows, wireframes, site maps, UI prototypes, user testing to delivery
• Developed design guidelines and educated teams on brand consistency 
• Synthesised results and iterated from feedback to develop intuitive user interfaces
• Mentored designers and educated teams on applying Human-Centred Design
• Guided product decisions from user research, customer feedback, iterations and testing
• Participated in stakeholder workshops and used insights to guide the UX/UI design
• Conducted UX research and user testing to validate features
• Participated in usability testing for the Skye App and provided UX recommendations for improvement
• Creative copywriting, editing and microcopy for digital projects to increase conversions
• Collaborated with product owners, developers and business analysts daily
• Liaised with clients and executive-level stakeholders from discovery and design to deployment
• HTML coded and A/B tested EDMs using Litmus to increase CR and OR
• UX Apps: Invision, Figma, Adobe Creative Cloud, Sketch, JIRA, Trello, Optimal Sort, Litmus

UX Designer

Brady Corporation

This was my first role in people management, where I managed and mentored a small design team, refreshed Brady's sub-brands, elevated creativity and design thinking, as well as introduced UX processes in their website refresh.

• Led the creative direction, managed and mentored a team of 3 designers
• Product design, user interviews, competitive analysis, site maps, wireframing and UI design
• Improved the checkout process, which increased revenue and reduced customer complaints
• Led UX workshops and introduced UX processes to the business
• Presented creative concepts and pitches to executive level stakeholders
• Increased efficiencies by improving briefing processes, managing timelines and costs
• Increased Open Rates (OR) and Click Rates (CR), ensuring EDM best practice for html EDMs
• Lead designer for all print, digital campaigns, online advertising and branding
• Traffic management of design requests for marketing campaigns, EDMs and print collateral 
• Design Apps: Adobe Creative Cloud, Salesforce, Litmus, Invision

Senior Designer & Traffic Manager

Fuji Xerox Australia

As a contractor, I worked onsite at Macquarie Bank, within their in-house brand and marketing design team for corporate events. I was the brand guardian for one of their sub-brands. It was a fast-paced, demanding role where I developed strong stakeholder relationships with Division Heads by delivering high-quality design under pressure while training and onboarding new designers.

• Art directed and trained 8 midweight designers across design projects to final delivery
• Adhered to strict corporate brand guidelines and proof-checked all outgoing work
• Developed creative concepts/campaigns, presented detailed rationales to internal clients
• Liaised with division heads across Asia-Pacific and developed strong client relationships
• Worked closely with Senior Digital Designers ensuring best practice for EDMs
• Guided and advised clients on project scope, direction, design requirements and processes
• Created quality marketing collateral for print and digital design in a fast-paced environment

Senior Designer (Contractor)

I'm a design leader with over 20 years of experience in creating and improving customer experiences across various digital channels and platforms. I'm currently the Design Lead at FLEET Technologies Ltd, a company that provides innovative mobility solutions for drivers, travelers, and taxi operators. I lead and design across product design, UI design, UX research, UX writing, visual design, branding, content, and marketing.

I'm passionate about mentoring and educating others on UX best practices and emerging methodologies. I'm an active member of the UX community, attending and speaking at meetups and conferences, and writing articles for UX Collective. I'm also a top 10 mentor for ADPLIST, APAC 2021, where I've helped hundreds of designers from 10 countries develop confidence and leadership skills. I believe in the power of design to solve problems, create value, and make a positive impact on society.

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