EXPERIENCE DESIGN
PRODUCT DESIGN
STRATEGY
SERVICE DESIGN
EXPERIENCE DESIGN PRODUCT DESIGN STRATEGY SERVICE DESIGN
Crafting meaningful relationships between people and services through insight-led strategy and design.
Experience strategy and design
With experience both agency and client-side, I guide cross-functional teams to deliver thoughtful, effective and inclusive design solutions. I've been fortunate to work across a wide range of sectors - covering global organisations to some of Australia’s most iconic brands.
Currently based in Melbourne, Australia and relocating to London in late 2025.
Experience Design Director
Howatson+Company, 2025 - present
Associate Experience Design Director
Howatson+Company, 2023
Lead Experience Designer
AKQA, 2021
As a diverse practitioner, I love working across all phases of design - bridging creativity, craft, execution and measurement.
Areas of craft
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Areas of practice include:
Strategic experience visioning
Business + brand alignment
Customer journey mapping
Competitive/market benchmarking
Insight synthesis (combining research, business + market insight)
Persona / archetype development
Ecosystem mapping
Omni-channel experience planning
Opportunity/gap identification
Roadmapping + prioritisation frameworks
Measurement strategy (CX/UX metrics + KPIs)
Workshop facilitation
Collaboration with executive stakeholders
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Areas of practice include:
Generative + evaluative discovery research
Usability heuristics evaluation
Information architecture (IA) design
UX wireframing + prototyping
UI design
Design system creation + maintenance
Accessibility / inclusive design (WCAG compliance)
UX writing
Handover and collaboration with development
Agile design process + iteration cycles
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Areas of practice include:
Service blueprinting (frontstage/backstage)
Process mapping + systems design
Journey mapping
Stakeholder + ecosystem mapping
Touchpoint orchestration
Co-design and participatory workshops
Service prototyping + validation
Operational model design
Roles + responsibility mapping (RACI)
Readiness assessment + implementation strategy
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Areas of practice include:
Research planning + methodology selection
Participant recruitment + screening
Interviews, contextual inquiry + ethnographic studies
Usability testing
Surveys + quantitative data collection
Journey + empathy mapping
Task analysis
Behavioural data synthesis + insight generation
Concept validation + desirability testing
Research reporting + storytelling
Knowledge management (ResearchOps)
