Service Designer and Design Researcher

Currently at The Customer Experience Company.

Select work

Improving citizen communications during an involuntary experience

State Government • 2024

Redesigned a suite of written communication templates for citizens going through an involuntary experience.

The previous templates were highly legalistic, difficult to understand and written from a process viewpoint. Drawing on my team's research into citizen experiences, and working with subject matter experts, I re-organised the information around citizens' mental models, re-wrote the content in plain language, and re-designed the templates for greater ease of reading.

Streamlining access to information and services for 90,000+ Defence personnel

Australian Department of Defence • 2022

The Australian Department of Defence wanted to improve the experience of over 90,000 personnel who each day needed to navigate a complex system of manual processes, many systems and forms needed to do their job.

Over 12 months, I led a squad of service designers through the process of researching and re-designing Defence services across three user journeys. My role was to work between the designers, product owners, business stakeholders and IT/build partners to build a shared understanding of user and organisational needs, critical processes and technical constraints, and to define an integrated, digitally-enabled future state experience.

This work culminated in the first release of an integrated service delivery experience, ServiceConnect. The department expects an estimated 30% uplift in customer satisfaction, ease of use and operational efficiency as a result.

In 2023 this work was awarded two Australian Good Design Awards for the categories Service Design and Design Research in recognition for outstanding design and innovation.

Defining an industry membership program from scratch, to drive recurring revenue

State Government • 2024

A state government agency sought to design a membership program from the ground up to support their new innovation facility. The program needed to generate recurring revenue while fostering sector-wide innovation, but there was no existing blueprint for member benefits, pricing, or structure.

Over six weeks, I led the end-to-end design of the membership program, from research and ideation to feature prioritization, pricing strategy, and roadmap development.

I began by collaborating with the facility’s team to develop Ideal Customer Profiles (ICPs) for their three target segments, capturing their goals, challenges, and needs. Through workshops, we generated over 50 potential membership features across six themes, which were then validated through customer focus groups. These sessions revealed that softer benefits like networking and knowledge-sharing were as valued as technical features, reshaping our approach to the program’s design.

Using these insights, my team and I designed a tiered membership model with three distinct tiers, 10 foundational features for the initial launch, and five value-add features for future implementation. To ensure financial viability, I conducted a pricing study to understand price sensitivity and identify optimal price points for each tier. This approach allowed us to align the program’s value with its cost, avoiding the common pitfall of over-engineering features that wouldn’t sustain the required pricing.

The final result was a scalable, member-centric membership model with a clear pricing structure and feature roadmap. This enabled the client to build a detailed business case and make informed decisions about the program’s launch.