The challenge was to build a scalable design system with the flex and adaptability to work across, web, app, campaign experiences and 2200+ sites in a hub and spoke distribution model.

Central to the digital ecosystem is Education.NSW - with one of the largest digital footprints across Australian government connected to millions of parents and students.

Accessibility is a key requirement, as well as the rapid delivery of emergency comms and the flexibility to adapt to richly developed school brands.

Led design of a digitised claims journey for Australian Retirement Trust, transforming a traditionally paper-heavy, high-friction process into an intuitive end-to-end digital experience. The project focused on guiding members through what is often one of the most stressful interactions they'll have with their super fund — lodging a claim — by breaking the journey into clear, manageable steps and surfacing the right information at the right moment.

A key part of the solution was self-enrolled rehabilitation support built directly into the claims flow, allowing members to opt into rehabilitation pathways as a natural part of their journey rather than a separate, disconnected process. Contextual support content was woven throughout — from explainers and progress indicators to reassurance messaging — helping members understand what to expect at each stage and reducing drop-off and support-line enquiries. The result was a claims experience that felt more human and less transactional, giving members greater confidence and control at a genuinely difficult time.

Key research indicated Learning From Home was actually beneficial to a lot of students academically as it provided rich and varied sources to consume learning content.

The project was the uplift and recreation of an existing student portal(web app). Providing direct user-centric access to a wealth of learning materials grouped by subject and mapped to curriculum outcomes.

Business units also needed to advance their capability to communicate key messages to student audience.

Initial qual and quant into student learning behaviours and platforms that appealed to consume learning content.

Developed four distinct campaign concepts aimed at increasing awareness and completion of binding nominations within superannuation.

The project focused on transforming a traditionally low-engagement financial process into a more accessible and emotionally resonant customer experience through strategic storytelling, behavioural design, and multi-channel engagement.

Led the concept development process from ideation through to testing, refining creative directions based on audience feedback and usability insights. Following validation, I designed rollout assets and implementation experiences across a broad ecosystem of touchpoints, including:

Social campaigns, digital experiences, motion and animation assets, in-person activations and non-digital communications.

The work balanced creativity with compliance requirements while maintaining clarity, accessibility, and strong member engagement outcomes.

Designed and pitched an interactive UX strategy workshop for Hostplus to reimagine the Group Insurance member experience across four key lifecycle stages: Engage, Learn, Act, and Claim.

The project combined service design, UX/UI flows, and collaborative facilitation to simplify complex insurance interactions and create a more member-centred experience within superannuation.

Led the development of a scalable content design framework focused on improving usability, accessibility, and customer engagement across key digital experiences.

The project involved establishing robust content design guidelines, introducing accessibility standards aligned with inclusive design principles, and implementing a continuous testing approach to optimise content effectiveness. Through A/B testing and performance analysis, I evaluated multiple content variations to understand how language, structure, hierarchy, and calls to action influenced user behaviour.

Insights from testing informed a series of iterative improvements that significantly enhanced content performance, creating clearer pathways for users to understand information, complete tasks, and make confident decisions.

The problem:

An engagement to rebuild the UI for Fitness First, who were undertaking a content audit and migration to a new platform. Not quite ready to rebuild the structural navigation or IA of the site. The site was performing poorly on conversion which needed to be immediately addressed pre-migration.

The solution:

Analytics indicated the highest user traffic (excluding client IP’s) was actually users interrogating class types and what the offering was. The client still needed the functionality to hero promotional offers, but the existing band was too deep - causing page drop-off.

UI reskinned with hierarchy adjustments and low engagement content moved to lower positions until they could be properly audited.

A vast perception-based campaign to change the mindset on the subject of mathematics, its importance, and dynamism across careers!

This piece of work pertains to the third burst of the campaign. While the first two had performed well across paid and owned media the website performance and traction of the key content was lackluster.

Using a few key discovery workshops with the business sponsors of the campaign I uncovered the key audience groups they were trying to reach by priority. Built out a content strategy per audience group and made detailed reviews of the previous analytics to inform the rebuild of the content and audience landing pages.

Aired is an app that helps users keep track of what content they are watching and their progress through any given show. It also has an inbuilt algorithm that receommends new content based on viewing history, a list of where the content can be found and the ability to share and track with friends.

Functionality spec’d by data availability, features ordered by user testing. Wireframed and moved into UI. IoS only at this stage.

#StayHealthyHSC was a social content campaign to support final year students with the well-being and support through trying circumstances of their final year.

This job included the complete creation of a brand and its artifacts along with the development of a unique platform Me AfterWork. The site allows users to create profiles to showcase themselves as wellness providers.

Whilst working at Run Partners I had the job of branding the agency itself. The work included the website, communications, content and pitches.

We were able to rapidly deploy a brand and ecommerce platform for a client in a very short turn around to assist them in bringing a product to market.

Illustration of some content resources.