Case Studies
Redesigning the Telstra Business Homepage for Purposeful Discovery
Telstra's Business Homepage wasn't converting visits into meaningful engagement with the services business customers actually needed. This case study explores how I redesigned the homepage experience to guide customers toward the Telstra Business Technology Centre (TBTC) — replacing a generic entry point with a clear, intentional path to higher-value services.
Learn moreMeeting Telstra Business Customers Where They Are: A Lifecycle-Stage Approach
Telstra's Business website treated every customer the same, regardless of where they were in their business journey. This case study explores how I helped design a lifecycle-stage approach — Starting, Running, and Growing a Business — replacing a one-size-fits-all experience with content and product recommendations tailored to what each customer actually needed at that moment.
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Snapshots
MYOB: Ease Of Use
Ran contextual interviews to unpack why 24% of users cited "friendliness" as a switching factor, then led ideation workshops and A/B tested the resulting design changes against the current product.
Skills
Research, Contextual Inquiry and A/B Testing
Outcome
24 interviews → 7 key insights.
Medibank: Get a Quote
Redesigned the quote-to-purchase flow to lift conversion for Medibank's new digital brand — UX & UI Designer
Skills
UI Design, Stakeholder Facilitation and Intercept Testing
Outcome
Redesigned quote, compare, and cover-details flow across desktop, tablet and mobile — validated through weekly stakeholder reviews and in-store intercept testing with real customers.
Telstra: Discovery Store
Mapped the in-store customer journey to shape a more seamless retail experience — Researcher, UX & Visual Designer
Skills
Field Research, Journey Mapping and Visual Design
Outcome
Combined stakeholder workshops, staff interviews, and in-store observation into a journey map now used as a training tool for new retail employees.
Coles: Flybuys App
Re-launched the Flybuys app end-to-end, from wireframes to high-fidelity design, to lift engagement with the brand — Facilitator & UX/UI Designer
Skills
Ideation Facilitation, Wireframing, Visual Design
Outcome
Ran ideation workshops with both stakeholders and customers, then took validated concepts through wireframe to high-fidelity design across 5 core app screens (home, card, rewards, offer details).