Amplifii Experiences

I help companies of all sizes  build powerful user-centered digital product and service experiences through efficient, outcome-based Discovery, Evaluation and Design giving teams the confidence to make the right product and business decisions.

I help companies I collaborate with in:
- Identifying user needs and opportunities
- Minimising and controlling risk
- Enhancing decision-making confidence
- Fostering confident digital product development
- Improving efficiency with outcome-driven strategies
- Elevating customer, user, and employee satisfaction.

Principal Experience Designer

Designing for Humans in the Loop

Co Host (AI UX Podcast)

Deakin University

Delivered impactful user experience strategy and design to enhance staff and student experiences across multiple projects at Deakin University. Key achievements include:
- Utilised creative problem-solving and design thinking to drive discovery research, customer journey mapping, user research, continuous discovery, and product design across web, mobile,  and employee systems.
- Identified critical problems and opportunities using various Service Design, User Experience, and Continuous Discovery methods.
- Conducted Heuristic Evaluations to pinpoint usability issues in vendor solutions and software.
- Collaborated closely with product managers and business stakeholders to identify challenges, develop solutions, and ensure intuitive, seamless user experiences.
- Performed a comprehensive UX Maturity Audit of the Experience Design team and co-created a Strategy Uplift Roadmap for team enhancement.
- Developed a UX Discovery and Evaluation framework and methodology to facilitate efficient, streamlined discovery processes.

Lead Experience Design Consultant

General Assembly

Taught 3 cohorts of the User Experience Immersive at General Assembly.

Lead UX Instructor (UX Immersive)

SEEK

SEEK is Australia's number one employment marketplace. 
- Guided the experience of SEEK’s native IOS and Android apps.
- Led the experience design initiatives at a SEEK start-up disrupting and innovating in the hospitality and retail marketplace. 
- Worked across SEEK's candidate and advertiser product suite.
- Established the foundations of SEEK’s research practice – planning, execution, and facilitation of various research activities including usability testing, a mobile diary study, and contextual inquiries.  
- Introduced the project teams to regular weekly lean research and usability testing.
- Involved in recruitment and team building initiatives. 
- Planned and managed the team's learning via UX dojo’s – a monthly space for designers to learn new skills.
- Mentored designers and individuals who wish to move into UX.
- Practiced authentic leadership every day.
- Completed SEEK’s leadership program - Coaching for SEEKcess.
-Organised the GEEK Girls dinner at SEEK ' Embracing Diversity - Stories and Strategies to Thrive' at SEEK for 150 women working in the tech industry in Melbourne.

Sr. User Experience Designer & Researcher

Member of a high performing Moonshot style innovative lean start-up team within SEEK. The lean startup disrupts hiring in the hospitality space. I led the experience design effort across every major product initiative – web and native IOS and Android apps. The design process was lean, iterative, hypothesis-driven and experiment based.

-	Responsible for the design of the Candidate and Hirer Web and Native app experience using Lean UX design principles. 
-	Responsible for planning, oversight, and execution of product research and design activities within the start-up.
-	Facilitated workshops, design studios, remote design co-creation sessions.
-	Prioritised, advocated and negotiated features and functionality that improved the experience for hirers and candidates in the marketplace.
-	Employed a combination of frameworks including user centred design, design thinking,  lean startup, agile design and lean UX.  
-	Found creative ways to conduct research in a lean startup.
-	Managed stakeholder relationships across the start-up and the wider SEEK group. Responsible for Forging high quality relationships with stakeholders at the start-up and SEEK.
-	Designed wireframes,  user journeys, high fidelity mockups, for a Mobile first responsive experience. 
-	Worked as both a generalist helping with customer acquisition and a specialist UX design leader.
- Presented my lean UX learnings, process and tools at Company Showcase, Last Conference and Ladies that Ux (Melbourne Meetup) and at team events. 
- Mentored and led the junior designer and support staff on the project.

Sr UX Designer

- Set up the foundations of the UX research practice at SEEK. 
- Worked alongside senior stakeholders to plan and execute both strategic and tactical product research initiatives.
- Presented findings back to the project teams and stakeholders.
- Introduced project teams to a weekly lean usability testing ritual.
- Planned and facilitated a diary study to understand users mobile behavior using SEEK products.

Sr. UX Researcher

Stamford Interactive

As a member of the Stamford Interactive (currently PWC user experience team) usability consulting group, I led the research and UX design engagements for corporate and government clients. I applied the breadth of my user experience skills including research, information architecture, interaction design, facilitation and leadership. I mentored junior consultants and clients. I also managed the collateral team and was responsible for identifying, aggregating and sharing Stamford collateral and best practices across the organization.

Senior Usability Consultant

Mercy Health Australia

Led the user research and redesign effort on the new Mercy Health website which was live from 2010 until 2017.
- Led user and stakeholder focus groups to elicit user and business needs and pain points.
- Developed user personas, carried out detailed task analysis to gain an understanding of the system and undertook an expert and competitive review to identify key issues within the website. This culminated in a number of key findings and recommendations which were documented in detail. 
- Conducted card sorting activities and designed the Information Architecture. The proposed Information Architecture was validated extensively with users. 
- Brainstormed design concepts collaboratively and created wireframes for usability testing. The wireframes were tested with users and iterated rapidly in between user testing sessions.
- Findings and recommendations were documented in detail for the development team.

Sr. UX Consultant ( Consulting engagement 2010)

Department of Planning and Community Development

- Worked closely with stakeholders from DPCD and the project developers to provide specifications for different aspects of the project. This included detailed requirements specification, use case documentation, information architecture and wireframe design rationale and specifications.
- Led all aspects of user research, requirements analysis, information architecture and interaction design for the ‘Victorian Volunteering Portal’ (www.volunteer.vic.gov.au).
- Utilised a number of user centred methodologies to collect requirements from potential ‘Volunteering Portal’ website users. 
- Facilitated user focus groups and conducted one-on-one stakeholder interviews to elicit specific portal user and business requirements. 
- Designed the information architecture, navigational model and interactive prototype which was put through the rigours of usability testing and refined iteratively.
- Mentored juniour consultants working with me on this project.

Sr. Usability Consutant- ( Consulting Engagement 2010)

Department of Health & Human Services, Victoria

The DHS website was made up of 200 plus siloed websites and more than 40,000 plus webpages. As a Sr. Stamford consultant I led the redesign of the DHS internet website and strengthened DHS’s competencies in information architecture and interaction design. The redesigned website was operational from 2011 until 2016.  I completed user research activities (200+ users), information architecture, interaction design and maintenance strategy for a single consolidated DHS web presence.
-  Led the detailed user research activities with over 200 users to establish the new information architecture for the DHS internet website with the aim of consolidating the numerous websites into a single web presence. The user research included card sorting, interactive navigation, and usability testing.
-  Led the Interaction Design (wireframes) to present detailed and complex information in an intuitive usable manner.  The intuitive page layouts and flow of the content guided users throughout their journey and mitigated the risk of them getting lost within the new website.  The interaction model was tested extensively (100+ users) with prospective website users and iterated rapidly between user sessions.  
-  The findings and the new information architecture and interaction model proposed were documented in comprehensive reports which provided DHS with a clear way forward for optimising the site’s future user experience and a solution that could be implemented immediately.
-  Socialised the proposed DHS website design with executive board members to gain buy-in for the new proposed DHS web presence across all the departments divisions and units. This resulted in positive synergies and management buy-in.

Sr. Usability Consultant (Consulting engagement 2009)

-  Led the detailed user research to establish the new information architecture structure for the Department of Health (DOH) web presence with the aim of consolidating the numerous siloed DOH websites into a single web presence. 
-  Part of a team that designed wireframes and page flows.
-  The findings and the new information architecture and interaction model proposed were documented in a comprehensive report which provided DOH with a clear way forward.

Sr Usability Consultant (Consulting Engagement 2009)

Tech Mahindra (formerly Mahindra Satyam)

As a Sr. User Experience Consultant at Satyam’s award-winning User Experience Management group (one of Forrester’s top 50 global IT integrators) my key responsibilities included the development and management of the user experience design, information architecture usability and accessibility evaluation for array of industry leaders, including, but not limited to: The World Bank, IMF, New York Stock Exchange, SIAC, Citigroup, Target, BP, Medibank and KMART. I was responsible for business development, customer acquisition, client relationship management, resource planning, project scoping, strategic problem solving, stakeholder management and project delivery. I established the Satyam User Experience Management competency in Australia in 2008. I led pre-sales effort for the Satyam user experience team in Australia and expanded their client list and projects. Organized the World Usability Day celebrations in India (Chennai ) in 2006.

Sr. Consultant User Experience

Experience Design Leader | User Experience Consultant | Discovery | Design Strategy | User Research | Product Design and Evaluation | Service Design | Design Thinking

Over 20 years of driving digital innovation with global leaders like SEEK, Deakin University, the Alannah & Madeline Foundation, NYSE, Microsoft, the World Bank, and top universities. I’ve had the privilege of designing experiences that have impacted hundreds of millions of lives worldwide.

But here’s the reality: the digital product landscape is far from perfect. Despite incredible technological advances, too many organisations struggle to create truly human-centric digital experiences because of:

→ Limited UX expertise
→ Constrained resources
→ Inefficient design processes
→ Uncertainty about user needs

That’s why I founded Amplifii Experiences—on a mission to democratise UX expertise and help organisations of all sizes build digital products that genuinely improve lives.

Through our proven Rapid UX Discovery and Evaluation Method™, we:
→ Uncover actionable user insights quickly and efficiently
→ Solve the right problems, saving time and resources
→ Identify hidden user behaviours and innovation opportunities
→ Manage product development risks with confidence
→ Deliver rapid, impactful results

The result? Empowered teams, products that resonate, and accelerated business growth.

If you’re ready to transform your digital experiences:
→ Explore our UX subscription plans: www.amplifiiexperiences.com
→ Let’s connect: info@amplifiiexperiences.com

Let’s make technology work better for the people it’s meant to serve.

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