Tiffany Palermo

Senior UX/UI Designer & website developer @Eleven Melbourne

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Tiffany Palermo is an accomplished Senior UX/UI designer and website developer currently working at her freelancing business Eleven Melbourne. With over a decade of experience in the industry, Tiffany has honed her skills in user experience design, user interface design, and website development. She has a proven track record of creating intuitive and engaging digital experiences that drive user engagement and business growth. Tiffany holds a bachelor's degree in Graphic Design & diploma in finished Art. Her extensive knowledge, combined with her innovative approach towards design, has allowed her to successfully lead numerous projects at Eleven Melbourne, delivering high-quality outcomes that exceed client expectations. Tiffany's passion for creating user-centered designs makes her a crucial asset to any project, business; small medium or huge.

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Work Background

ElevenCreative Director, Lead UX/UI Designer & Developer

Jul. 2023At Eleven Melbourne, I wear multiple hats - from a Creative Director to a front-end developer, and from a Lead UI/Product Designer to a UX Researcher. Eleven is a collective of professionals dedicated to designing and crafting great software, apps, websites, and digital solutions. Our proficiency lies not just in designing and development but in filling the gaps where organisations and teams might need expert assistance. Our Expertise includes: Strategy: Co-design Workshopping/Workshop Facilitation, Event Storming, Stakeholder Interviewing and Mapping, Planning, Prioritising, Problem Framing, OKRs, SWOT Analysis, Content Strategy, Business Case/Status and Strategic Planning. Research: Quantitative, Qualitative & Ethnographic Research, Surveys, Dependency and affinity Mapping, Card Sorting, Competitor Analysis, Market Research, Persona Definition, Dependency Mapping, Impact Assessments and Diary Studies. Product Design: Journey Mapping (Future and current), Problem Definitions, Service Blueprints, Proto/User Personas, Wireframing, Prototyping, Usability & Accessibility Testing, Design Systems and Design Annotating. Deliverables/Development: CMS Researching, Tree Testing, Card Sorting, Content/Information Architecture Diagramming, Design System Management (DSMs), Front-end Design and development, Usability Testing and Iterating. As a full-stack entity, our recent collaborations include the following Untitled Group, Becton, LV Group, MK Air, Premier Stays, Wellnest, Bespoke Moves and many more.

Harness ProjectsUX Design Mentor

Sep. 2022AustraliaMentoring a cohort of 10 students in diverse UX/UI methodologies and Advanced Figma Prototyping. Through the unique Harness Projects program, students gain real-world experience, ensuring job readiness upon graduation.

FAIR Consulting GroupSenior User Experience Designer

Aug. 2022 - Feb. 2023Melbourne, Victoria, Australia · On-siteClient: CSR (Nov 2022 - Feb 2023): Advised the CX Lead on accessibility & and ESL best practices for the B2B Club Gyprock Loyalty Program. Designed user journeys for the CSR trading/credit account onboarding and self-service transformation. Led problem-solving workshops with CSR business units. Client: IPF (Aug 2022 - Oct 2022): Enhanced the Incitec Pivot Fertiliser Figma prototype. Developed an AngularJS design space for the Spartacus design system in Storybook. Secured approvals for all Figma prototype enhancements.

Compare & ConnectLead UX Designer UI Developer

Mar. 2021 - May. 2022I worked closely with stakeholders and product owners to collate and assess user needs and business requirements and constraints; I introduced a new cross-functional agile way of working and aided the Digital Development team in segmenting ideas into actionable tasks, ensuring clarity and ease of development in line with the Digital agile ways of working. ACHIEVEMENTS AND OUTCOMES DELIVERED Comparator Enlargement Project: Conducted in-depth analysis of customer data to identify and address early drop-off points, devising a retention strategy that reduced churn rates by 15% within three months. Overhauled the user interface of the comparator funnel, updating the design to a modern aesthetic that improved user engagement. Streamlined user flows to enhance efficiency, reducing unnecessary interactions. Developed visual designs and marketing materials for targeted campaigns, increasing partner engagement and boosting average sales per customer. Achieved an 18.5% increase in sign-ups and a 12.7% rise in cross-selling opportunities, significantly enhancing company revenue and market position. Project Qikio: Led market research initiatives using Big Data analytics and competitor analysis to inform the development of an innovative insurance product underwritten by CHUBB. Designed comprehensive insurance journeys for three distinct customer profiles, facilitating automated and personalised sign-ups. Established and standardised Brand Guidelines and Design Language Systems across Compare & Connect’s product suite, ensuring consistency and brand integrity. Refactoring Initiatives: Redesigned comparator funnels for YourPorter, Home Now, Loan Market, and Ray White, boosting user experience, introducing new features, and enhancing mobile responsiveness. Tailored insurance sales funnels for Move In Move Out (MIMO) processes, optimising time and risk management for clients and underwriters with pre-collected realtor data.

Alinta EnergyLead Digital UX/UI Designer

Dec. 2017 - Mar. 2021I directed the transformation of business and user requirements into agile project executions, enhancing digital product strategy and development. I managed and developed a team of four UX/UI designers, fostering a collaborative, agile workflow across the company. Conducted daily interactions with developers and stakeholders through desk checks, t-shirt sizing, showcases, and other agile ceremonies. Audited and significantly improved web accessibility standards, achieving AA+ Compliance for all digital platforms. ACHIEVEMENTS AND OUTCOMES DELIVERED Digital Transformation and User Experience Optimization: Led the overhaul of public-facing websites, optimising user navigation, visual design, and Search Engine Optimisation (SEO) performance, greatly enhancing user interaction and site metrics. Designed and implemented a robust, reusable design system, streamlining design consistency across all digital products. Spearheaded the introduction of comprehensive usability testing, driving Alinta's digital transformation with strategic insights from quantitative and qualitative research. Innovated the UX for online sign-up processes for Small and Medium Enterprise Customers, enhancing user engagement and simplifying customer interactions. Digitised operational portals for Kiosk Sales and Sales Retrieval Admin, including Door-to-Door Sales teams, modernising the sales approach, improving user experience and administrative efficiency. Sales Funnel and Conversion Improvements: Redesigned the online sales funnel, with the first release to QLD customers, increasing conversion rates from 3.7% to 12.7%. Significantly surpassing the projected timeline for reaching one million customers. Once 100% of the public-facing websites went live, conversion rates from the remaining states increased by the following amounts: VIC 9.5%, NSW 11.7%, and SA 11%. The Cricket Australia plan also doubled the East Coast sales funnel conversion rate from 6% to 12%. Introduced new online features like payment assistance and extension capabilities, aligning digital solutions with government mandates and assistance schemes.

Victoria UniversitySenior Visual Designer

Sep. 2017 - Dec. 2017Contract: Senior Visual Designer As the Senior UI Visual Designer in the Web Services and Communication team, I played a pivotal role in redesigning Victoria University's public-facing website. ACHIEVEMENTS AND OUTCOMES DELIVERED Orchestrated and executed in-depth usability testing on campus with various student demographics, including VCE graduates, current high school students, and mature-aged learners, aiming to improve the visibility and accessibility of educational pathways. Employed expert analysis of collected user feedback to systematically refine web navigational structures and user interfaces systematically, prioritising intuitive design and accessibility to accommodate all user types. Developed, tested, and enhanced digital design concepts iteratively, aligning with Victoria University’s strategic objectives and brand standards while ensuring compliance with digital accessibility standards and Drupal CMS capabilities. Significantly improved the website’s accessibility, adhering to advanced UI/UX best practices; these enhancements made the site more navigable, secure, and inclusive, markedly elevating the overall user experience.