bio
Howdy. I’m a Product Experience Strategist based in Victoria with 6 years experience in award-winning UX/CX solutions.
Constructing great product experiences should disproportionately elevate brand perceptions. You know the ones – quicker, slicker, made with rigour and undoubtfully killer.
A proud generalist, I’m afforded a diversified skillset and a wider lens for potential solutions. I become an expert by gathering relevant insights from domain professionals, tools, and customers as required.
I’m concerned with finding the critical path(s) to success; those which maximise strategic opportunities without compromising project outcomes.
If a project requires broad intelligence from start to finish, competence from ideation, planning and research; ability in design, awareness in creation, and finesse within testing and launch … get in touch.
past work
Melbourne
Airport
Melbourne
Airport
Product
Website Redesign
Role
UX Strategist
Impact
🏅 W3 Award Winner 2023 – Website Features: Best User Interface
🥈 W3 Award Winner 2023 – Website Features: Best Structure and Navigation
🥈 W3 Award Winner 2023 – General Website: Transportation
🥉 AGDA 2023 Merit Award – Website Design
🥉 AGDA 2023 Merit Award – UX, Interface & Navigation for Websites & Digital Design
Background
In 2022, Melbourne Airport undertook its most significant update in five decades. With 30 million passengers and 200,000 flights a year, Melbourne Airport’s existing website also needed a large-scale upgrade. The brief: make the Melbourne Airport website reflect all we know and love about the city of Melbourne.
Features
New core feature sets in the build included a rethought booking widget for parking available site-wide; the ‘pin my flight’ ability so that users can be kept notified of their flight details as they browse; intuitive, cross-domain search with contextual recommendations; revamped parking product cards and tagged product filtering systems; and store cards that dynamically show/hide dependant on if the store is currently open.
Lite n' Easy
Lite n' Easy
Product
Website Redesign
Role
UX Strategist
Impact
🏅 W3 Award Winner 2023 – Website Features: Best User Experience
🏅 W3 Award Winner 2023 – Website – Food & Beverage
Study
Lite n’ Easy is an Australian icon, having changed the way hundreds of thousands of Aussies lose weight and stay healthy. From Heavy, Bloated UX to Easy, Breeze, Lite n’ Easy.
Features
We revamped the primary way customers bought from Lite’ n Easy.
Food (product) exploration was reimagined from the ground up with a new layer of polish, filtering and recommendation.
Understanding the various segments and products aligned to each, we re-worked product & segment naming and prompted customers to select that which aligned with their goals, to which we then streamlined the available choices.
For those who didn’t know where they fit, we built a ‘plan recommendation’ tool that guided customers to the right product and used various behavioural nudges for assurance along the way.
Unisuper
UX/CX Strategist, 2023
Helped co-create the digital strategy, led research to create a customer journey map, and successfully steered the strategic thinking on core page redesigns that significantly increased web customer signup.
Anglicare
UX/CX Strategist, 2022
Led problem discovery research for Innovative Resources arm, co-crafted a combined brand & digital strategy to reignite sales, and produced a digital transformation map for activity prioritisation.
Circles.Life
UX/CX Strategist, 2022
Led website UX, analytical audit and problem discovery research, produced digital conversion optimisation strategy for Australian market, and wireframed redesign of key conversion pages.
Simply Energy
UX/CX Strategist, 2021
Enhanced user experiences on the marketing website and customer experiences through eDMs and MyAccount portal. Compiled customer and technology research reports [inc. reputation management and fast-tracking reviews], produced quarterly digital trends reports for the marketing team, and co-created product roadmaps.
Ventia
UX/CX Strategist/Analyst, 2021
Worked with IT to develop a comprehensive plan for merging and transitioning multiple Ventia subsidiaries into the main website without compromising domain authority. Produced monthly website analytics reports for over two years.
Steggles, Bupa, Greens, Dare Iced Coffee ...
Brand/Campaign Strategy, 2020
Delivered digital/social campaign strategies, campaign performance analysis, and CMS content updates.
skills
BREAD & BUTTER BRENDON EXPER IENCE
User Personas
User Stories
Journey Maps
Behavioural Analysis
Heatmapping
A/B Testing
Analytical (Trend) Analysis
Quantitative Research
Qualitative Research
Good ol’ Desk Research
Research Distillation & Synthesis
Cognitive Bias Implementation
Usability Testing
UX Evaluation
SEO
Survey Design
Conversion Rate Optimisation
Competitor Evaluation
Business Reputation Management
Web Design
Agile Workflow
Workshops
Interviews
Presentation
AT
THE
CORE
ON
THE
BENCH
Design Evaluation
Social Strategy & Evaluation
eDM Campaigns & Automation
Community Management
Technical Web Evaluation (CWV)
Brand Positioning
Music Production
Guitar shredding
Sound Design
Videography
Photo Adjustment & Editing
UNRE
LATED
(?)
credo
- Personas (marketing & usage) should be a primary driver of all UX decisions.
- Dirty and now is better than polished and never (cc: Monheit). I subscribe to MVPs, and follow the Pareto principle when making time v effort trade-offs. I believe polish (in the form of TOV, design flourish, etc.) is what can differentiate a product – but this should come last.
- Most problems are solved problems. Leveraging existing products and solutions is the best shortcut to first ideation.
- For MVPs – test small, test early, test often.
- For polished finals – test once with few, then scrub it up and test en mass.
- Continual optimisation trumps a lengthy perfect process every time, so long as we’re consistently leveraging new radical differentiation approaches to ensure we’re not in a local maxima.
- I believe humans are fallible; we can be ‘hacked’ (hopefully ethically).
- Structured, friendly knowledge bases are key to maintaining project team alignment and velocity.
- Knowledge, theories and ideas should evolve over time (else you’re not growing) …