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I currently run Insitu Digital, a lean design studio creating brands and websites that help businesses launch, grow, and refresh. I also take on select freelance projects, like OnEarly, an AI health startup I helped take from 0 to 1. In past roles, I’ve mentored designers at different stages of their careers, sharing approaches to design systems, product thinking, and customer-led frameworks.
Before this, I was Principal Product Designer at CarExpert, a scale-up reshaping the car-buying experience. I led the redesign of the end-to-end consumer journey and built a design system to support growth ahead of the company’s 2025 IPO, working closely with the Founder, CEO, and Head of Product. I also ran workshops and coached stakeholders to embed customer-centred practices into the product roadmap.
Earlier, I spent 6 years at Jumbo Interactive, starting as a Product Designer on Oz Lotteries, Australia’s largest online lottery reseller with over 3 million customers, and progressing to Principal Product Designer, where I managed and mentored a team of designers across every business vertical. I was a strong advocate for user testing and the Jobs To Be Done (JTBD) framework, ensuring our work aligned tightly with customer needs. This approach consistently delivered product solutions that were undeniable, centred on the customer experience and driving measurable results.
Before Jumbo, I was Lead UX Designer at Vivo Group, designing websites for Poolwerx and Spicers Retreat. While valuable, I wanted more direct interaction with end users. The ability to iterate based on real feedback and inject more passion into the work. Which wasn’t always possible in an agency setting.
I started my career at BCM, one of Brisbane’s largest advertising agencies, where I built a strong work ethic, a broad set of design skills, and an eye for detail. I began with social posts, eDMs, and web banners (we all start somewhere), and soon moved on to high-profile campaigns, websites, apps, and VR experiences for clients like QUT, TMR, Capilano, and Bundaberg Brewed Drinks. I also supported the motion design team, diving into After Effects and Cinema 4D (which is still a love of mine to this day).
Founded Insitu Digital to address a gap in the market for small businesses and startups lacking strong brand and web foundations. Delivered end-to-end digital solutions spanning strategy, branding, websites, and optimisation, leveraging agency, product, and growth expertise. Introduced AI-enabled workflows to accelerate delivery and increase creative output, helping clients launch and scale with confidence. Alongside client work, consulted with startups including OnEarly, embedding design systems and shaping product direction.
Joined during a high-growth phase to define design strategy ahead of IPO. Directed the full website redesign, from homepage to complex showroom experiences, creating a modern, conversion-focused user journey. Partnered with product and engineering to align design with business goals, while leading user research and stakeholder workshops to inform a new backend system tailored to internal workflows. Built the digital foundation that enabled CarExpert’s growth and scalability.
Led design for the Growth vertical, owning customer acquisition and retention initiatives. Mentored and coached a team of designers within a Shape Up framework, ensuring clarity, focus, and delivery. Defined and implemented scalable solutions, including design systems for Oz Lotteries and SaaS clients, streamlining development and enhancing consistency. Partnered with product and engineering leadership to deliver user-centred experiences that improved conversion, engagement, and customer loyalty.
Transitioned from agency into product, building end-to-end expertise under the Head of Customer Experience. Applied discovery methods including JTBD interviews, customer research, and iterative design to shape product direction. Designed and delivered features across the full lifecycle from inception through to release while embedding user-centred, outcome-driven design practices that influenced the wider team.
Directed UX design across high profile brand and website projects. Defined creative strategy and visual direction, collaborating directly with clients to align solutions with both customer needs and business outcomes. Oversaw delivery of polished, user friendly websites that balanced brand expression with usability, strengthening client relationships and setting a foundation for long term digital growth.
Launched career at one of Brisbane’s largest agencies, delivering UX for financial services, government, and major brands. Contributed to the design of complex digital projects, translating business requirements into effective, customer friendly solutions. Gained early grounding in research, prototyping, and testing, forming the basis of a career long commitment to outcome-driven design.
