Case Studies
Previous examples of B2B SaaS deliveries.
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Spirit Of Tasmania — 2015
Context
Spirit of Tasmania needed to modernise their booking experience, which had become fragmented and difficult for users to navigate, particularly across devices.
Challenge
The core challenge was simplifying a complex booking journey while improving usability, clarity, and conversion across multiple touch points, including payments.
Approach
We focused on rethinking the entire customer journey from a user-first perspective, mapping key interactions, identifying friction points, and prioritising clarity and ease of use at every stage.
Execution
I worked closely within a cross-functional team across UX, strategy, and development to design a fully responsive booking system. My focus was on UI design, translating UX thinking into a clear, intuitive interface that improved flow, hierarchy, and usability across devices.
Impact
The result was a significantly more streamlined and user-friendly booking experience, improving clarity and reducing friction throughout the process. It set a new standard internally for how digital customer journeys were approached.
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The Details
Deliverable
Redesign Responsive Booking System
Role
Digital Designer (UI Focus)
Team
UX
Strategy
Development
Studio
Project Visuals
Home Page
Desktop View: Find a Fare
Desktop View: Select outbound date
Mobile View Steps 1-2
Mobile View: Steps 3-4
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Macquarie Bank — 2014
Context
Macquarie Bank engaged us to redesign their digital banking experience, following a competitive pitch process against multiple agencies.
Challenge
The project involved navigating a highly complex stakeholder environment while delivering a modern, responsive banking experience across multiple products. Balancing stakeholder expectations, technical constraints, and user needs was a key challenge.
Approach
We aligned early on a strategic framework that connected user needs with business goals, ensuring all design decisions could be clearly justified. I played a key role in shaping the creative direction and ensuring consistency across the experience.
Execution
As Associate Design Director, I led a small team of designers while collaborating closely with UX, strategy, development, and account teams. I was responsible for guiding the design direction, maintaining quality, and presenting work to senior stakeholders, often navigating differing opinions and driving alignment.
Impact
We successfully delivered a fully responsive banking experience on time and on budget, despite the complexity. The project strengthened Macquarie’s digital presence and demonstrated the value of aligning design, strategy, and stakeholder management at scale.
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The Details
Deliverable
Redesign Responsive Banking System
Role
Associate Design Director
Team
Design
Strategy
UX
Development
Accounts
Agency
DT Digital (now AKQA)
Pitch Visuals
Product Delivery
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Choice — 2013
Context
Choice, Australia’s leading consumer advocacy group, needed to improve conversion into their paid subscription model, which was critical to their business.
Challenge
The challenge was balancing how much value to give away for free while still incentivising users to subscribe, without undermining trust or the integrity of the product.
Approach
We focused on understanding user intent and behaviour, working closely with UX and strategy to define how content could be structured to both inform and convert.
Execution
As Associate Design Director, I led design direction across the project, working with a cross-functional team to create a responsive website that improved clarity, content hierarchy, and user flow toward subscription. I also played a key role in maintaining momentum through stakeholder changes mid-project.
Impact
The result was a more effective and strategically structured experience that supported conversion while maintaining trust in the brand. The project was delivered on time despite shifting client dynamics and internal challenges.
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The Details
Deliverable
Redesign Responsive Website
Role
Associate Design Director
Team
Design
Strategy
UX
Development
Accounts
Agency
DT Digital (now AKQA)
Responsive Website Visual
Brand Style Tile
