Yoghurt Digital

As the Conversion Design Lead at Yoghurt Digital, I have developed and scaled a robust experimentation framework and pipeline that efficiently bridges the gaps between conversion strategy, design and development. I leverage data and best practices to refine user experiences and boost key metrics for our key retainer accounts. I also pilot end-to-end UX research and design projects that result in measurable performance improvements.

I use Google Tag Manager and Google Analytics to capture and analyse data, and to communicate actionable insights to executive-level stakeholders. I also assume the role of account manager on many of my clients, coordinating and delivering projects across multi-national and diverse teams. I am driven by delivering ROI-positive projects, using a scientific approach to A/B testing and a human touch to storytelling.

Clients: Mcgrath Foundation | MoneyMe Loans | Minor Hotels | Laser Skin Clinics | Southern Cross Dental | Hada Labo Tokyo | Propovir

Experimentation Lead

UX Designer

HelpMe Feed Foundation

Assisted the product development team with mobile app design and interaction design. The critical component of this project centred around the reinforcement of habitual data input from the user. My UI challenge was how to distill complex medical information into a palatable and clear format to be distributed in 28 different languages. The Help Med Feed app caters to a very diverse user group and accessible design and strategic cognitive unloading were of top priority.

Vinnies WA

Operated in a consultant role, conducting an intensive volunteer and employee satisfaction review at the ground-level across the organisation. Projects highlights included:

→ Stakeholder interviewing and brief formulation
→ Generation of a strategic research framework
→ Interview scripting
→ Interview participant recruitment
→ 10 one hour interviews
→ Qualitative data capture and thematic analysis
→ Research team collaboration
→ Storytelling presentation of research findings
→ Strategic recommendations and optimisations

UX Researcher

Lyka

Lyka is a subscription based pet food startup located in Sydney, Australia. This project focused specifically on improving Lyka's customer retention between first and second deliveries, as it was observed many users were cancelling the service after their first hard touchpoint. To investigate this issue, I relied on:

→ Guerilla style target market interviews (Hanging around dog parks and chatting to owners)
→ Fresh customer interviews (sourced by Lyka)
→ Competitor analysis
→ Qualitative research data analysis
→ ICP development in the form of personas

This assisted me with building a strong suite of strategic recommendations centred around customer education, value driven initiatives, clear 2-way brand communication, and and overall improvement of brand experience.

bangdesign

Industrial Designer

B.Product

NEXTGEN Distribution

Marketing Internship

Distribution and Display

Distribution and Logictics Officer

Mammoth Mountain

Snowboard Instructor

Perisher Ski Resort

Conversion Design Lead @ Yoghurt Digital | 🌱 Driving growth internally with UX strategy

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