Strategic Work.
From creating new categories, to scaling challengers into enterprises, to resetting strategy in market leaders, my work shows how design and customer centricity drive growth and trust.
Prospa: Embedding Design into Strategy and Scaling Impact
Introduced customer segmentation as the company’s north star, uplifted delivery with introduction of AI workflows in design, and sustained culture through restructures, driving settlements and tripling delivery output with half the resources.
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86 400 → Ubank: Building Trust at Scale Through Design
Launched Australia’s first smartbank with award-winning features, then steered its $220M acquisition and merger with Ubank, scaling to 700K customers and $17B in deposits.
Qantas Money: Creating a New Category in Financial Services
Designed Qantas’s first credit card, linking loyalty to financial wellbeing and disrupting the category. Winner of Mozo Innovation Award for Innovation in Credit Cards.