Whether you want to level up your existing product or build a compelling new one, we’ll make it happen together.

Decades of design industry experience and relentless study of best practice methods available to you, on-demand for your next project.

By taking a decidedly research driven approach to product design,  we’ll have a solid foundation of knowledge to build informed and intentional designs.

Every angle is explored… Uncover incredible insights about the addressable market’s user needs, behaviours, expectations and values. Your category competitors’ advantages and weaknesses are scrutinised. User journeys, mental models and other tools are used to identify opportunities. All to build a wealth of knowledge to support design decision-making.

Designs are done with superb attention to detail, latest interface design methods and with a holistic view of creating a highly usable, consistent and delightful experience. Layout, typography, colour, interactions, content, iconography and other subtleties that go into a beautiful product are well considered and executed.

All tested with the right blend of user testing and data analysis to perfectly fine tune the end product.

For each engagement I’ll craft a tailor made process that’s right for the product at hand, that best balances depth of research with timeliness and efficiency of delivery. I’ll take your business through the end-to-end process while getting hands-on each step of the way.

Let’s build something great.


Dec 2018 to

Principal UX Consultant, Freelance

Hanoi, Vietnam – Available globally for remote, on-site and hybrid contract engagements on a per project basis for conducting expert design reviews, design optimisations and new product designs.

May 2018 to
Nov 2018

Head of UX, Adayroi

Hanoi, Vietnam – Management of User Experience for Adayroi.com, the B2C e-commerce marketplace of Vietnam’s largest private company Vingroup. Produced comprehensive design audits, increased UX capacity within business, lead and hands-on in UX research, design and new product projects.

Nov 2017 to
Apr 2018

Principal UX Consultant, Freelance

Melbourne, Australia – Engagements:

  • The Currency Shop, Principal UX Consultant – Redesign Project
  • Buzz Connect, Principal UX Consultant – AB InBev Office Bud-e Project

Feb 2017 to
Nov 2017

Lead UX Architect, Lazada

Ho Chi Minh, Vietnam – Leading and mentoring the Vietnam User Experience team composed of junior through senior UX practitioners. Working hands-on in complex design challenges across desktop and mobile to maintain Lazada’s e-commerce leadership position in key Southeast Asian markets. Improved business adoption of UX through a variety of education, process improvement, communications and relationship building initiatives.

Mar 2016 to
Jan 2017

Principal UX Consultant, Freelance

Melbourne, Australia – Engagements:

  • Bourne Digital, Director of User Experience – UX Management
  • Prime Motive, Senior UX Consultant – Heuristic Evaluation Project
  • Seekmi, Principal UX Consultant – Expert Design Review Project

Jun 2015 to
Mar 2016

Vice President Product, Bizzy Indonesia

Jakarta, Indonesia – B2B e-commerce retailer for business supplies, technology, services and merchandising. As part of VP team and a key contributor involved since inception, partakes in critical strategic business decision making; product design, UX and CX across all customer touch-points; functional and architectural planning; oversight of marketing campaigns and assets; continual product improvement initiatives; and product team leadership. Utilises user-centered design processes and methods to ensure product uniquely addresses the needs of a diverse customer base of SMB, enterprise and government.

2014 – 2015

Vice President of Product, Ardent Labs

Jakarta, Indonesia – Ardent Labs is a startup lab by Ardent Capital, with the vision of creating exceptional e-commerce focused businesses for the Southeast Asia market. Based on a unique model of internalizing Indonesia’s top entrepreneurial talent to formulate, vet and build startups from within.

Scope of responsibilities cover instilling UX process and culture across the organization; ensure product market fit and relevance; manage end-to-end UX process; facilitation of ideation, research, workshops and testing initiatives; being hands-on with complex interaction design and architectural matters. Handle team formation; oversight of daily team operations and project progress; mentoring and up-skilling of team UX capabilities.

VP team commitments include coaching and conditioning employees to improve general commercial intelligence and readiness for optimal startup success. This is achieved by imparting best practice methods to ideate and formulate viable business strategies; evaluating startup pitching skills and providing general guidance on business plans and market understanding. Participate in VP team strategy decision making, defining critical processes and tending to general operational matters.

During tenure at Ardent Labs, played key role in the buildout of B2B e-commerce site Bizzy and consumer loyalty mobile app Snapcart, both of which are featured in Tech In Asia’s top 15 best funded Indonesian startups.

2012 – 2014

Director of User Experience, Technocrat

Melbourne, Australia – UX specialty agency focused on public and private sector enterprise-class clientele, 30+ employees and team of 8 senior UX and visual design specialists. Clients include IAG, NRMA, RACV, Salmat, Flight Centre, NEXTDC, Whispir, Fred Hollows Foundation, Foxtel and CarSales.com.au.

Manages, builds and provides vision to UX team; oversees across complete UX process (research, IA, content strategy, prototyping, usability testing, visual design, client handoff and presentations); defines UX culture; involved in sales process of requirements gathering, costing, resourcing, tender response composition and presentation to decision makers; identifying growth opportunities in existing clients; resource allocation; building of Technocrat brand reputation and UX association; determining growth strategies; improve internal processes and quality of deliverables; evolve client UX acceptance maturity.

Additionally performs duties as member of the executive board including participation in strategic decision making and contributing to the improvement of day-to-day operations.

1997 – 2012

President, Visca

Toronto, Canada – Design, usability and development agency, typically 7 employees, over 70 SMB sized clients, multi-award winning, generated over $1.3m revenue, debt free and profitable in all years of operation. Clients include Volkswagen Canada, Lazarus Labs, Reading Horizons, MobileJam, Partner Centric, Hudson’s Bay Company, Talk121 and Sigma Communications.

Hands-on president that managed operations, client relations, financials, business development, project management and company growth. Served as online business strategy advisor to premium clients and in a variety of technical capacities including lead user experience strategist, lead designer and marketing specialist.

Projects included full e-commerce, content and marketing site builds; comprehensive online marketing campaigns; site management and enhancement service agreements; manyground-up builds of e-commerce systems; geo-targeting ad servers; advanced centralized content distribution platforms; custom enterprise-class order fulfilment systems for pharmaceutical retailers; complex technology integrations of phone systems for national phone dating networks and projects of similar scale.

2002 – 2009

Senior Consultant, CMI Group

Markham, Canada – Senior consultant in a range of public sector projects including: research and composure of comprehensive user experience and technical redevelopment report for Ontario Provincial Police Association; user experience, stakeholder workshop facilitation and concept design for Innovation Ontario (Ministry of Transportation) for world-class innovation portal; and managing stakeholder meetings, user experience and site build of public consultation and dynamic evacuation plan generating site for Office of the Fire Marshall.

1998 – 2001

Consultant, IBM Global Services

Markham, Canada – Variety of capacities including project management, web content management and systems administration for various high profile clients including Nissan, Toyota, Danier Leather, Toys ‘R Us and LCBO.


Workshop Facilitation
Expert Review
Persona Profiles
Story Mapping
Information Architecture
Content Strategy
High-Fidelity Wireframes
Interactive Prototypes
 Journey Mapping
Usability Testing
Heuristic Evaluation
Contextual Inquiry
Competitor Analysis

Axure RP



Collection of client work including detailed narration, screens, design process artefacts and other supporting items. Password available upon request.


UXPA Global Sustaining Member
IxDA Member and Supporter
IAI Member
UXSEA Society Member
Startup Weekend Melbourne Business Coach
Ettitude Advisory Board Member