Design, research, and impact case studies
I help organizations that matter grow their products or beneficiary impact, solve complex challenges, improve operations, and design ethically and inclusively.
I'm currently working with the team at Orbit29 in healthcare, and am available for a couple of projects outside of this for the remainder of the year.
Contact me
250+ projects
(ticking up)
15 years experience
(in these fields)
873 pancakes devoured
(stopped counting)
Numerous of my projects include redesigning journeys, products, services, content, measurements, processes, and operations. Every designer is consistently iterating and working within boundaries, budgets, competing tasks, and requirements. None of us know all of what happened before us and why certain decisions were made. Sometimes the industry and standards changed. Sometimes a junior or less experienced team had been working on it. Sometimes a founder made a call. Sometimes you’re working within a behemoth enterprise system, sometimes there's so much debt, you're just creating ladders out of certain messes. Sometimes someone else made the decision. Sometimes a client or project changes in the middle of the work. Sometimes you compromised across stakeholders and politics. Sometimes you build or inherit an MVP only for it to be used as the full product. Often you have to make a good guess based on your experience, and what's in front of you, and hope you'll get the insights or resources later to change course if needed. This work is never done, it’s constantly improved. Most people are throwing everything they have into it. I do not want to knock things for how they were before me. I don't always get to implement the best solution and even the best case is often the best case for now, knowing what we know now, with what we have now. Things will change after me too but hopefully we create things that deliver results, last as long as they should, and allow for building upon, or for other areas to be prioritized. Case studies tread a fine line on this highlighting changes from the past. I try to focus on interesting specifics, why changes were made, and limit before and after shots unless I feel like it really demonstrates something necessary. I am so grateful to do this work with so many smart and thoughtful people.
I have gone into more depth on a number of more recent works to describe key areas, to contribute a little to the learnings, and so I don't forget everything as the years pass. I do not expect this all to be read. Feel free to flick through and we can chat more on a call.
Creating a cancer screening application for employees
Designed and product managed with a fantastic team to quickly create a minimum viable version of a cancer screening application to use with clients. The flow experienced very little drop-off and is now growing features and complexity for enterprise launch.
Designing an improved student application
Resolved numerous challenges through research, data analysis, and design at a great startup with a college application designed to lower student drop-out rates.
Helping adults talk to young people about suicide
Developed CALM's first product to support decreasing youth suicide across the United Kingdom in tandem with the missing birthdays campaign.
Increasing meaningful relationships
Worked with academics and Movember to develop a program to focus on increasing the quality of intimate partner relationships and reduce the mental health decline experienced by men during separation.
Creating kids educational products for inclusion and environmental stewardship
Creative directed, designed, and produced tangible products with an incredible little team to engage kids with systemic issues, increase interest in environmental matters, and push against biases and stereotypes.
Measuring beneficiary impact for charities
Led research to resolve growth challenges within a complex digital product, establish UX, and solve problem from onboarding, time to value, trial to paid conversions, and product-market fit.
Exploring intimacy through men in relationships
Moved this business forward with app launch and learning journeys by deeply understanding the audience needs in order to create focus and development, followed by the strategic plays to hit the first million, quickly.
Readying aged care for a new generation while improving current needs
Worked with - and later led - a small innovation team in a large and complex not for profit in health care and community services with over sixty-thousand employees, volunteers and customers.
Creating a platform for global brand photography
Spent my time as a part-time Head of Product to create clearer, standardized enterprise services and selling propositions, while opening up the product to accelerating D2C companies, and significantly progressing the product for a global, multi-sided, B2B managed marketplace.
Growing an environmental social enterprise
Launched a digital environmental hub and grew a 40k+ community covering hundreds of environmental topics to create nuanced learning and action, alongside working in the field in Cambodia on locally led strategies.
Flexing the minds of college athletes
Ran the content learning design on a special Movember project, supporting college athletes in strengthening their mental health across the USA.
Caring about employee wellbeing
Conducted research in order to land on the key problem to be solved, and for who, before working on the approach for how to do this, testing, and quickly developing the best minimally viable product to go to market with.
Reading a book of joy in a divided world
2016 was not a good year for many, and we desperately needed some joy. I was incredibly lucky to creatively direct the branding and undertake the digital design work for this campaign launching the book and the #sharethejoy movement throughout the world.
Building a studio in rural Cambodia and producing ethical goods
With the help of some friends we built a studio, and I worked with wonderful local women to develop products from hemp and recovered linens to generate jobs (including every aspect of the design and low-waste production process), alongside running community projects.
Learning french in one year without the fluff
A very clear three-part, rather large one-page guide, full of fun and instructions to get speaking fairly fluently in one year, within realistic life circumstances. Over 25k francophone curious folks visited the site in one of the first weeks thanks to a couple of major shout-outs it garnered.
Creating art courses for thousands of painters
Supported the small team at Dreama Tolle Perry over the years to create numerous creative art courses for artists right into their eighties. Each launch was designed for maximum impact with thousands of people joining.
A web app for book lovers
Coded up a react web application for book lovers. The browser based app allows readers to create their popular monthly reads and book graphics with ratings, likes and dislikes, and reading method, in their own style.
Fretting about music
Going deep in a pocket of the music industry to launch a local teaching business, book gigs and concerts, release songs, and develop a streaming audience. Luckily the music is beautiful so it makes for an easier sell in such a tough industry.
Launching high converting landing pages
I spent a decade designing, coding, or handing over landing pages to developers, designed for high conversion and great care for people doing cool things. This resulted in specializing in transforming mass content (alongside data insights) for launch journeys, creating millions in sales or floods of signups.
Tooling one activity for a good life
Had fun taking a concept I had learned to turn it into a practical tool on a one-pager with a bit of design, and bring some brightness to the internet.
Producing a modern and interactive wiki
Casting my mind back a decade to working with a team that worked with the largest charities, in order to develop a modern intranet for thousands of staff, guides and activities for managers, and updates from the company.
Embedding the right training
An historic mattress company with brand equity needed to train its growing and younger team of staff across the Asia Pacific region in a newly disrupted market where I helped develop an internal program.
Growing a recognizable school brand
In Los Angeles there was a school that was consistently booking out meaning more schools were wanted, and a more efficient intake process was needed. I helped the brand communicate their message and directed the branding and digital space to support the expansion.
Teaching the tricks of the trade
Taking an event planning business that had been running for a decade, into its next evolution with a high-end brand and platform to sell products and workshops as they expanded into teaching planners and brides.
Expanding a psychology practice online
A specialist helping families and kids with ADHD needed to take her work online to serve more folks beyond the local area so she packaged everything so we could create a learning design and launch for this digital course.
Carving out a small site for large terrain
A little project to dig out an existing brand into a digital presence for an award winning architecture firm that needed to show off projects at a glance.
Conceptualizing competitive swimwear people want to wear
Created swimwear designs that could fulfill sustainability desires, long-term wear and durability, and bring minimalist designs and palettes into a world where everything was either black, or full of extremely loud patterns.
Building an online platform on trust
Brought this project to the virtual world to create a learning journey that could replicate the offline workshops which were consistently booked out.
Bringing an adored brand to the wider world
Created the eCommerce for this brand blended from culture and family in Nigeria, Zambia, and California, gracing the bodies of celebrities, and dressing the biggest movies in Hollywood.
Creating a studio website in just 48 hours
I ran a design and strategy studio for nearly a decade and we desperately needed an update. So I set myself a weekend to get it done. As the final iteration of the studio brand I'd love to keep it on the feed.
Crafting a digital home for a natural retreat centre escape
Directed the branding and design for the country's newest retreat venue wanting to teach urbanites how to live and grow sustainably, even when they returned home to the city.
Writing a letter for a more creative life
Began a newsletter and quickly grew it to thousands of smart and wonderful humans who I have been able to chat with. The letter is custom designed and coded up for a hopefully beautiful inbox experience.
Lifting paint brushes across the world
As part of the wider Dreama Tolle Perry world I was lucky to undertake benchmarking of the audience, develop the brand extensively, bring a new home to her digital place to showcase the blog, increase signups, offer a shop, and significantly grow the audience.
Writing snappy one liners
As part of the messaging and positioning work that tends to come up during projects, I started speed drilling after crafting the serious work to create fun one-liners. These end up being useful for ads, website copy, pitch decks, marketing campaigns, app screens, and slogans. This is now a service!
Triggering charity during a pandemic
With charity donations decreasing, a colleague with developers on hand asked me to whip up designs for an interactive website to redirect some lockdown misery into positive gamified action.
Helping solopreneurs grow their businesses
Created an interactive site that was designed entirely around building a specific audience for this fun business brand ten years ago. I implemented garnering direct feedback to guide people through mass amounts of content and increase sign ups. The internet felt rather exciting.
Supporting fresh meals delivered in drops
How do you launch a new fresh, healthy food delivery service into your area, with demand in others? You hire the best chef...and let me and my little team have fun with the brand. eCommerce delivery logistics in the early 2010s required significant effort to create effective customer and admin processes.
Driving search results for social good
A small company was looking to create a search-for-good competitor geared specifically to Australians. I worked with our tiny team to embrace the cultural element as a point of difference, and create the concept so they could raise funds.
Birthing a bunch of brands across the globe
I spent many years working on branding, either undertaking all the brand components or creative directing through my studio. Though I rarely do branding work these days, it's nice to be able to collect some of them from across the years into a small area.
Elevating a generation of influential women
When the women of the world become leaders, businesses and culture changes. This was the platform to bring companies onboard. I learned so much during the design and development of this course working with two incredibly smart women.
Supporting fellow freelancers and small studios
Many years ago, I made an extensive self-serve course for creative freelancers and small studios to manage their business working with clients. The course covered contracts, presentations, feedback, partnerships, revenue, and strategies to stay booked. I feel so grateful I got to do this, spending months pulling it together between 7 and 9am, writing in the rising sunshine.
