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 unrelenting study and use of best practice methods available to you, on-demand for your next project.

Digital Product Design
Existing Product Optimisation
Expert Design Reviews and Audits
Design Capacity Buildup
Coaching, Training and Speaking


Research Makes the Difference

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 your addressable market’s needs, behaviours, expectations and values. Scrutinise your competitors’ advantages and weaknesses. User journey maps, mental models and other tools are used to identify opportunities. Getting our hands on whatever it takes to best support design decision-making is how to gain the understanding needed to build greatness.

Design That Simply Works

A well executed design speaks volumes to a user, it engages, builds trust and ultimately strengthens conversion and long term loyalty.

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, visual hierarchy and a multitude of subtleties that go into a beautiful product are well considered and executed. All tested with the right blend of user testing and analytics for a fine-tuned product.

Architect Effortlessness

Complex systems have an incredible reliance on a well thought through architecture to support functionality, scaling and an effortlessly navigable experience.

By producing detailed visual diagramming that maps out system screens, functionality, data sources, user interaction points and so forth, we’re seriously able to work through perfecting the system’s architecture for today’s and tomorrow’s needs.

Process Just for You

Product design shouldn’t rely on rigidly fixed methods, applying versatility to the core user-centered design process brings needed versatility.

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


Dec 2018 to

Principal UX Consultant

Ho Chi Minh, Vietnam – Available globally for short and long-term on-site, remote and hybrid contract and permanent engagements for digital product design, existing product optimisation, expert design reviews and design capacity buildups.

May 2018 to
Nov 2018

Head of User Experience, Adayroi

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

Nov 2017 to
Apr 2018

Principal UX Consultant

Melbourne, Australia – Engagements:

  • The Currency Shop, Principal UX Consultant – Redesign Project
  • Buzz Connect, Principal UX Consultant – AB InBev IoT Beer Fridge Project

Feb 2017 to
Nov 2017

Lead UX Architect, Lazada

Ho Chi Minh, Vietnam – Lead and mentored 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

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 for business supplies, technology and services procurement. Member of VP team and a key contributor involved since inception, partook 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. Used user-centered design processes and methods to ensure product uniquely addressed the highly diverse needs of the customer base.

Dec 2014 to
Jun 2015

Vice President of Product, Ardent Labs

Jakarta, Indonesia – Ardent Labs served as an incubator for building Southeast Asian focused e-commerce startups. Responsibilities covered instilling user-centred design processes and culture across the organisation; ensuring product concepts have market fit and relevance; managing end-to-end UX process; facilitation of ideation, in-depth research, workshops and usability testing; and being hands-on with complex design and architectural matters. Handled team mentoring, up-skilling, UX capability and increased commercial intelligence; oversight of daily team operations and project progress. Involved in VP team strategy decision making and tended 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.

Feb 2012 to
Nov 2014

Director of User Experience, Technocrat

Melbourne, Australia – UX agency focused on enterprise clients, managed team of 8 senior UX and design specialists for such brands as IAG, NRMA, RACV, Salmat and CarSales.com. Managed, built-up and provided vision to UX team; oversaw and hands-on across complete UX process; defined UX culture; key involvement 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; partook in executive board decision making.

Nov 1997 to
Feb 2012

President, Visca

Toronto, Canada – Design, usability and development agency, typically 7 employees, multi-award winning, generated over $1.3m revenue, debt free and profitable in all years of operation. Over 70 clients included Volkswagen, Lazarus Labs, Reading Horizons, MobileJam, Partner Centric and Hudson’s Bay Company. Hands-on as client strategy advisor, lead designer and usability specialist, operations management, client relations, financials, business development, project management and company growth.

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
Startup Weekend Melbourne Business Coach
Ettitude Advisory Board Member