CV

Experience Design is my passion! I‘m excited by the software development industry and its ever-changing trends, and love to find ways to make intuitive software products that address users’ needs.

With 15+ years experience in UX, CX, Research and Service Design I have been involved in solving complex business and customer problems across different industries such as Finance, Aviation, Digital Media, Government, eCommerce, Social Networks and Crowdsourcing.

Key skills.

Leading discovery phase through collaboratively working with business stakeholders to shape requirements, strategy and solutions.
Organising and facilitating collaborative workshops with design, technology and business teams to ensure early discovery of internal and external pain points, business requirements and technical limitations.
Managing stakeholder expectations and educating them on value of informed design decisions.
Building personas, user stories, blueprints and experience journey maps to ensure human-centered process applied throughout the solutioning phase.
Gathering a holistic view of the internal processes, regulatory requirements, customer interactions, pain points and expectations to inform companies strategic views.
Define future omni-channel (inc. outside digital) user journeys to ensure a complete service experience for both customers and internal teams.
Lead qualitative and quantitative research, and analysis of data to uncover insights and opportunities and inform business and design decisions.
Map user journeys and service blueprints to help define opportunity areas and enable new service experiences.
Estimating effort and duration of Experience Design work and producing design discovery plans.
Producing low and high fidelity wireframes and interactive prototypes to assist business stakeholders and delivery teams with end to end process visualisation.
Creative thinking, experience in producing innovative user interfaces across different platforms.
Strong knowledge and experience in research methods.
Present concepts, work in progress and complete experiences to stakeholders at all levels.
Building research frameworks and processes in a company.
Sharing knowledge on different research methods and tools with teams.
Providing guidance and directions to designers.
Guiding a research team through analysis and reporting on research findings.
Helping business set success metrics for their projects.

Tools.

Sketch
Figma
FigJam
Axure
Miro
Askable
SurveyMonkey
WhatUsersDo
Jira
CrazyEgg
User testing
Loop11
HotJar

Career summary.

2024 - Present

Qantas

Senior Experience & Service Designer

In my role at Qantas I'm looking after assisted channels portfolio, driving optimisation of contact centres and internal service operations across multiple high-impact initiatives including refunds, dangerous goods, bookings, PNR exchanges, upgrades, and chargeable services.

Selected achievements at Qantas

Reduced average handling time by 4+ minutes per service when changing an existing PNR by analysing consultant workflows and streamlining end-to-end service processes in the contact centre.
Reduced prime booking handling time by 3+ minutes per call through optimisation of consultant workflows and digital experiences.
Identified and mitigated revenue leakage by introducing system controls and analytics to govern booking, service fees and chargeable seats application and waivers.
Reduced case handling time by 15 minutes for dangerous goods approvals by transforming a manual workflow into a streamlined digital process.
Established scalable user research recruitment processes by partnering with contact centre stakeholders and enabling frontline staff participation in usability testing, focus groups, and discovery activities.

2023 - 2024

NSW Department of Education

Senior Service Designer

In DoE I was looking after end-to-end support service experience for school staff by optimising case creation and management across multiple channels: digital, contact centre, AI chatbot, and IVR.

Selected achievements at NSW Department of Education

Developed a methodology to test voice-based Call Center experience prototypes.
Created initial Call Center agent journey maps for digital experiences, covering the creation, processing, and closure of service requests and incidents.
Managed multiple support seeker experience concepts concurrently to accommodate various platform tender outcomes.
Identified gaps and inconsistencies in existing support forms, leading to the production of unified form designs for a seamless and consistent user experience.
Collaborated with Business Analysts to generate recommendations and guidelines for future support forms, ensuring consistency in future experiences.
Provided recommendations for simplifying the existing service catalog to enhance findability and overall user experience.
Advocated for improvements in call center agent and service provider experiences.
Developed a vision for the future "closed request" recovery process.

2019 - 2023

Westpac

Principal Experience Designer

In Westpac I have worked on customer and banker facing interfaces for complex business entities as well as individuals. I had a chance to design experiences across many interesting areas such as business landing, regulatory and reporting requirements, rewards, loyalty and communications.

Selected achievements at Westpac: Smart lead Forms

Helped the business shape their requirements and design solution by planning out and facilitating a number of workshops from early stages of the discovery through to solution sign off
Successfully challenged business to keep the focus on the customer journey and reduce pain points like hard stops
Demonstrated the value of research on the project by organising and executing A/B usability testing of three design concepts
Made rapid adjustments to the designs based on these customer insights
Established a scalable solution which can be leveraged by the wider business outside the immediate project

APS 221 (Large Exposures, banker facing)

Brought delivery and business team together by engaging them in requirements workshops and co-designing sessions
Demonstrated the value of informed design decisions by discovering additional use cases and internal processes through interviewing risk managers and bankers
Improved a proposed banker facing interface through usability testing studies

Complex Entities

Discovered in-depth complexity of internal processes and regulatory requirements for complex entities business lending through banker interviews and senior stakeholders workshops

October 2012 - November 2018

News Corp Australia

Senior UX Architect

Enhancing user experience for News Corp's digital products, including The Daily Telegraph, Herald Sun, The Australian, and News.com.au

Selected achievements at News

Helped a number of junior and intern team members to reach their goals of becoming a UX Architect by coaching, upskilling and sharing my knowledge with them.
Helped improve the subscription process by running a set of research activities and making recommendations on fixing usability and call to action problems.
Increased newsletter subscriptions through user testing, and contributing to a better newsletter sign up process .
Introduced a new campaign strategy to the business - ‘The Australian 50th birthday’. This was a solution that was reused by other business departments and received a lot of positive feedback from both the users and the business. This project has been so far the biggest and the most innovative in the whole company and was identified as a big success.
Introduced research activities to a “new” UX team by coaching and upskilling team members and setting research “must haves” for all projects.
Exposed the team to different research and analysis techniques.
Improved recruitment process to make sure we interview the right people.
Created a private research panel to ensure we receive accurate feedback from our real and active users - this reduced recruitment costs by 50% compared to recruiting with an agency.
Introduced remote, moderated usability testing with Google Hangouts and remote unmoderated testing with Loop11.
Came up with a way of A/B quantitative & qualitative tests during early design stages.
Improved the safety and security of the company during research by documenting legal requirements for different research activities, confirming with the legal department and making sure that all the team members comply with the process.
Made all projects more user-focused by exposing team members to different research techniques and creative workshops, inviting stakeholders and other departments to observe research activities and supporting all solution decisions with research findings and user feedback.
As a part of the team worked on major products (The Australian, The Daily Telegraph, Herald Sun), including a redesign of their navigation, home, index, story and gallery pages.
Came up with a navigation solution, which allowed a user to quickly jump to a section of interest. The solution was released on news.com.au and improved the home and index pages’ scroll rates and findability.

January 2012 – September 2012

Foundry Pty Ltd

User Experience and Business Analyst

Foundry invests in and helps build digital businesses with a focus on eCommerce and Crowdsourcing sectors.

My role at Foundry

Designing user interfaces (UX)
Working closely with business owners, visual designers and developers
Performing business and usability analysis for websites and mobile applications
Usability testing
Creating functional specifications and business requirements documents (BRD)
Producing innovative ideas and articulating them clearly to stakeholders
Confirming solutions with product owners
Presenting designed systems to a project team
Performing a system analysis of future products’ business logic
Creating process flows diagrams
Gathering business, functional, nonfunctional requirements and users’ needs
Collaborating & guiding the front-end developers during build phases
User acceptance testing (UAT)
Participating in system testing (ST) and system integration testing (SIT)

Achievements at Foundry

Improved business logic and user interfaces of two existing eCommerce products
Successfully completed working on business logic, information architecture and user interfaces of 8 products
Introduced interactive prototypes, usability testing, solution presentation and specifications
Built from scratch UX and BA phases in the company
Implemented classical (Waterfall) and Agile best practices in the UX and BA phases

February 2012 – May 2012

Villalet Pty Ltd

User Experience and Business Analyst

Villalet is a villa booking web site, which provides people with a collection of luxury villas in the world's most beautiful locations.

My role at Villalet

Providing business and usability analysis
Designing the website and user interfaces
Providing user interface audit services
Creating process flow diagrams
Presenting the solution to the development team
Designing information architecture, business rules and user interfaces
Creating highly detailed functional specifications
Producing interactive and static prototypes
Working with a distributed development team, collaborating with and guiding them during build phases
Performing user acceptance (UAT) and system testing (ST)

Achievements at Villalet

Performed business logic and process flow of the “enquiry” end-to-end process
Created user interfaces and business logic of the admin side, including villa availability, the "details" management system and complicated enquiry management functionality Improved user experience of advanced search, villa page details and shortlisting functionality

June 2009 – May 2011

Ingenious Systems

User Experience and Business Analyst

Ingenious Systems is a consulting agency that specialises in custom software development of Social Network, Corporate Intranet web sites and eCommerce solutions.

My role at Ingenious Systems

Designing a website’s information architecture, thought through the interactions and layouts by producing wireframes, user scenarios and functional specifications
Conducting background research for clients including expert website reviews and competitor analysis
Producing wireframes and sketches
Providing user interfaces audit services (usability study of existing assets), recommendations on usability and accessibility
Facilitating workshops to elicit business and user requirements
Collaborating with and guided the development team
Visual design review and acceptance
Providing user acceptance testing (UAT)

Achievements at Ingenious Systems

Successfully completed 9 complicated eCommerce web-solutions
Improved quality of functional specifications, which lead to less change requests from customers and misunderstandings among the project team
Introduced user acceptance testing (UAT)

Education.

Australia Institute of Business and Technology 2018
Moscow University of Economics Management and Law, 2009