Whether levelling up an existing product, building a compelling new one or managing an entire ecosystem – we’ll make it happen together.

Extensive design industry experience, unrelenting study and use of best practice methods and a truly collaborative approach to creating great products.

  • Over two decades of work in product design and user experience
  • Director, Head and Vice President positions in tech sector
  • Founding team member of multiple successful high-profile startups
  • Global experience in Canada, Australia, Indonesia and Vietnam
  • Considerable e-commerce industry expertise
  • Mobile, desktop, IoT, chatbot and other technologies
  • Multi-award winning and media recognised digital products
  • Genuinely entrepreneurial mindset
  • International public speaker and design coach

Success Formula

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, interactions, content, visual hierarchy and the many other subtleties that go into a beautiful product are well considered and executed. All fine-tuned based on a perfect blend of user testing and data.

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 the design decision-making needed to build greatness.

Process Just for You

Product design shouldn’t rely on rigidly fixed methods, adaptively applying the user-centered design process brings needed flexibility to match the context.

For each project 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.

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 and tomorrow’s needs.


May 2020 to

Head of Design, FPT Software

Ho Chi Minh, Vietnam – Built and lead the centralized design competency unit fostering the right conditions and for UX design success. Accountable for strategy, service offering, hiring, best practice methods and toolkit for a highly effective design team. Support pre-sales and bidding with design solutions, proposals, effort estimations and customer presentations. Strengthen team through strategic hiring, collaboration, coaching, ample learning initiatives and driving creativity. Scaled unit to be Vietnam’s largest design team with over 140 talented designers and growing across our Ho Chi Minh, Hanoi and Da Nang offices.

Mar 2019 to
Dec 2019

UX Director, In Marketing We Trust

Ho Chi Minh, Vietnam – Utilizing design thinking, user experience and in-depth research as a powerful companion to insightful data driven conversion rate optimisation. Hands-on in advising, auditing and digital product design for category leading brands such as Salesforce, GlamCorner, CoreLogic and Globus.

May 2018 to
Nov 2018

Head of User Experience, Adayroi

Hanoi, Vietnam – Management of User Experience for Adayroi, the e-commerce marketplace of Vietnam’s largest private company Vingroup. Produced comprehensive design audits; increased UX capacity; provided leadership and hands-on expertise in ideation, research, workshops, interaction design and overall design quality of critical components and product features. Responsible for substantial design modernization and usability improvements of the platform and performing full UX design process for new features.

Nov 2017 to
Apr 2018

Principal UX Consultant

Melbourne, Australia – Contract engagements:
The Currency Shop, Principal UX – Redesign Project
Buzz Connect, Principal UX – 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 senior through junior UX and UI practitioners. Worked 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 – Contract engagements:
Bourne Digital, Director of User Experience – UX Management
Prime Motive, Senior UX – Heuristic Evaluation Project
Seekmi, Principal UX – 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 level UX and design specialists for engagements with 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; brand reputation building of Technocrat; 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 – Oversaw multi-award winning design, usability and development agency; generated over $1.3m revenue, debt-free and profitable in all years of operation. Over 70 clients including Volkswagen, Lazarus Labs, Reading Horizons, MobileJam, Partner Centric and Hudson’s Bay Company. CMI Group consultancy relationship involved work on public sector projects for the province of Ontario. Responsibilities included being hands-on as client strategy advisor, lead designer and usability specialist, operations manager, client relations, financials, business development, project management and company growth.


AB Inbev
ANZ Bank
Destination Gold Coast
FPT Software
Hudson’s Bay Company

Lazarus Labs

Point Hacks
Reading Horizons
Spotlight Group
The Currency Shop

I’ve had the privilege of working directly or through consultancies with a diverse portfolio of highly regarded companies from around the world.



Workshop Facilitation
Expert Review
Persona Profiles
Story Mapping
Information Architecture
Content Strategy
Interactive Prototypes
Journey Mapping
Usability Testing
Heuristic Evaluation
Contextual Inquiry
Competitor Analysis
Figma / Sketch


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