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Work Background
UserXDFounder & UX/UI strategist and designer
Jan. 2019www.userxd.co
We Drive Results, Solve customer problems and Innovate experiences.
Our mission is to create world-class digital experiences that delight users, drive engagement, and positively change people's lives.
Changing the world one experience at a time.
Les Mills InternationalUX Design Lead
Sep. 2018 - Jan. 2022Auckland, New ZealandI led out a CX and UX strategy that saw their digital on-demand product go through 400% growth in just 2 years while maintaining a record low churn and reaching out to customers all over the world. I oversee the UX strategy and leadership across our media team. I am across our suite of digital products in the fitness space and am responsible for CX, UX and design thinking across the teams. My work for Les Mills won us an NZ Best Design bronze award in 2020.
VodafoneSenior UX/UI Designer
Aug. 2016 - Sep. 2018Auckland, New ZealandFor Vodafone, I redesigned the NZ broadband checkout experience which in turn doubled the conversion rate, created the biggest Feb and March in 5 years for sales, and increased channel share from 11% to 18%. I worked with Vodafone helping shape their digital experiences and products. I have been involved in UX strategy, agile design systems, and processes. Several launches of integral products, and the full spectrum of UX design from research, discovery, user testing, journey mapping, wireframes, prototypes, final polished design, and iterative amends with the development and technology teams.
The Open UniversityLead UX/UI designer
Mar. 2015 - Mar. 2016Melbourne, AustraliaI worked freelance full time for Open University Australia. I collaborated with the Melbourne team working remotely from Auckland. I was responsible for the User Experience of the LMS platform and was tasked with bringing the design of the 3 different LMS systems into alignment and to help shape the design strategy. We also worked on a white label solution with Sydney Tafe. I worked closely with developers and Business analysts in an agile environment with daily sprints and stories. Moodle was used as the main framework but was custom coded to fit the UX/UI needs. My tasks included: UX design and workshops
User journeys
Discovery meetings
Competitor analysis
existing product analysis
UI design
Prototyping
wireframes
Hi Fi designs
testing and iterations
Web RhinoCEO - Founder
Jan. 2015 - Jan. 2019Auckland, New ZealandWeb Rhino was a leading web design company in New Zealand. I ran the Web Rhino virtual office and between 5 - 15 employees depending on the project. My role included:
• Brand development, web site traffic growth, web site UI/UX and advertising revenue. Developed brand strategy and reports.
• Strategic Consulting, including business plan & sales strategy development.
• Digital marketing for clients and Web Rhino across social media advertising, Google adwords, display and SEO.
• Project management and collaboration on web design, development, branding and advertising jobs.
CompetenzHead Of Design
Oct. 2012 - Apr. 2015AucklandFor Competenz I led design across a custom LMS that saw the company move from paper learning into the digital space that they now pioneer for NZ trades and learning. Head of design in the learning and innovation team, helping with User interactivity and design consistency. Interactive UX, UI, Branding, E-learning, and digital strategy/design. I lead an internal team of 5 designers and also managed an outsourced team of 10 in the Philippines dealing with our print design needs.
Liquid Media Limited.Creative Director
Jan. 2010 - Jul. 2012Design strategy, brand and management.
Truth Weekender NewspaperArt and Digital Director
Dec. 2007 - Sep. 2011Auckland, New ZealandOriginally contracted as a Intermediate Graphic Designer was promoted to Art Director after one year. I was responsible for all aspects of the Newspaper from layout to advertising, brand identity, social media, digital and marketing. In charge of the design department I re branded NZ Truth, turning it into Truth Weekender. Worked on user feedback and UX practices to increase readership and implement redesigns.
The successful re brand saw sales increase in a time that paper sales worldwide were down.
ColorcodeGraphic Designer
Jan. 2007 - Dec. 2007This role was a high paced hands on position. I mainly dealt with designs for various signage such as shop fronts and cars. Again I was responsible for brand identity, logos, design and worked with the gerber printing and cutting machines and a large solvent printer.
Wyndeham Kestrel ArtworkerArt Worker
Sep. 2006 - Dec. 2007After graduating university started working for a pre press company. There I learnt how to
work to strict brand guidelines and to follow lots of different print specs. I was involved in large accounts with clients Britvic, Coca Cola, Lynx/Axe, Tesco, Pepsi, Unilever and many others.
antFreelance Graphic Design
May. 2006 - Sep. 2007I freelanced for this London based agency, mainly doing small print jobs and some conceptual web design. The flexibility allowed me to work for them while still maintaining a separate full time role.
Perfect PagesWeb Designer
Feb. 2004 - Nov. 2005I started doing freelance web design while I was studying, this taught me the basics in html & dreamweaver but most importantly gave me experience dealing with clients, deadlines and money.
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