Work Experience
Bupa ANZ- Melbourne (Oct 2022 - Sept 2024)
Bupa is a health and care company committed to helping our customers live longer, healthier, happier lives and making a better world. We offer a broad range of services, including aged care and retirement, dental, optical, health insurance, and community wellbeing initiatives, to improve the health of all Australians.
The Bupa Digital Experience Design (DXD) team leads the creation of innovative digital solutions to enhance customer and stakeholder experiences. This talented team of designers, developers, and strategists collaborates to create intuitive, user-centric digital products and services.
Reporting to the Head of Experience and Design, I develop and implement strategies and standards to ensure design consistency and quality across Bupa Health Insurance digital channels.
My key responsibilities include:
- Design Strategy and Leadership: Develop strategic design deliverables and provide advisory services for digital enablers and business initiatives, working with multiple senior stakeholders.
- Experience Design: Use customer insights to create accessible, sustainable, and innovative user experiences, journey maps and align with service design blueprints.
- DesignOps: Streamline design and research workflows to enhance processes.
- Design System Alignment: Identify opportunities to consolidate interface patterns across products and services.
- Coaching and Mentoring: Mentor designers in visual and motion design best practices.
In this role, I have led two major strategic projects over the last 2 years:
- Leading the design implementation of a multi-factor authentication system to prevent online fraud and losses, while integrating multiple Bupa offerings under a single sign-on
- I am currently leading a project to redesign the Information Architecture and Navigation for Bupa’s entire digital ecosystem, encompassing Health Insurance, General Insurance, Healthcare, Provider Experience, and Services.
Frankie One- Melbourne (March 2022 - October 2022)
FrankieOne is a mid-level startup dedicated to global ID verification and fraud prevention. In this role, I focused on enhancing customer and user experiences across all FrankieOne touch-points. Key responsibilities included:
- Leading the experience design function, encompassing CX, Product Design, and Service Design.
- Collaborating with CEO, CTO, COO, branding, marketing, sales, and product teams to uphold company objectives while ensuring consistency of experience across diverse products and clients.
- Creating a CX and design workflow to integrate Agile methodologies and foster a robust design thinking culture throughout the organisation.
- Developing frameworks to measure experience design success, including a CX maturity model, NPS and CSAT scores, and implementing customer outreach programs.
- Mentoring, leading, and managing team well-being by tracking their personal and professional goals consistently.
Optus (July 2019 - Mar 2022)
Owned by Singtel group ,Optus is the second largest telecom provider in Australia. Optus provides telecom services like mobile plans, latest phones, broadband, NBN etc. More than 6 million customers in Australia uses Optus services on a daily basis. Generating $6Billion in revenue.
In this role, I lead the high net worth projects that have an impact on all the new and existing Optus customers customers Working as part of the experience design chapter, I worked very closely with the XD chapter lead and the digital sales product owner on high net worth projects having the following responsibilities and achievements:
– Collaborating with Product Owner, respective business partners to define product backlog
– Lead UX Experimentation across Sales squads, guiding the team on well-defined hypothesis, prioritization framework and solutions to be tested
– Leading end-to-end UX research including testing plans, participant recruitment, facilitations, synthesize and present finding/insights
– Designing new customer journeys and interfaces, from low-fidelity to high-fidelity artefacts including sketching, wireframing, interactive prototyping and visual design
– Auditing and optimising web interfaces to ensure the highest possible standard of experience design across optus.com.au
Key Projects:
– Redesign and implementation of Optus.com.au end to end online shop journeys to introduce new Optus choice plans resulting in 12% increase in online sales for new customers.
– Redesign of the online shop journeys to introduce multiple product shop for the new Family Plan to target 1.5% of new customers to generate in $5m revenue uplift.
Sitback Solutions (July 2017 - June 2019)
Sitback is a human centered design and development agency based in Sydney that provides Experience design, (Customer experience, User experience, sevice design) and dedicated support and optimisation services to customer focused organisations across Australia. They have a broad category of clients ranging from Government, education, finance, retail and not-for-profit organisations. I worked in various capacities at Sitback over last couple of years:
Business Planning and General Management
– To shape, design, and plan XD service offering and implement via quarterly roadmaps
– To maintain and develop excellent professional relationships with client’s CEO/ CFO/ CTO/ COO
– Acted as subject matter expert, visionary and strategist for the XD service area in the market
Business Development
– Engaged in sales and marketing activities in collaboration with the CEO, COO and marketing manager.
– Created Statement of Work or proposal documents for various projects based on the strategic approach.
– Developed and maintained vendor relationships
Methodology and Quality Assurance
– To collaborate with COO, Project Managers, Senior XD Consultants, and the development team to provide estimates and develop an overall solution implementation strategy and engagement models
– Serve as a lead as required and provide thought leadership and strategies for projects and initiatives – Assess XD risk and mitigation plan
Workforce Management, Supervision, and Mentoring
– Established a clear structure in the XD team from junior resources through to XD Leads.
– Helped create and track personal and professional development plans for individual XD consultants.
– Mentor and guide junior XD resources, engage on the strategy to bring on and mentor interns
Team strategy and vision:
⁃ Developed a sustainable experience design team structure by creating 3 pillars:
⁃ Research- Splitting into quantitative and qualitative research and creating a toolkit of research methodologies.
⁃ Design- Solution design including wireframes, prototypes, design tools, standards and UI kits
⁃ Emerging technology- Studying trends in emerging technologies and up-skilling the team if required.
⁃ Conducted a competitor review to identify the emerging trends in digital agency environment.
⁃ Conducted a gap analysis for the existing skillsets of the team as compared to the desired skillsets based on the competitor analysis.
⁃ Future proofing the XD team by mapping out the desired collective skillsets and upskilling where required.
⁃ Started an initiative to onboard development team by incorporating design thinking training in their weekly schedule.
Critical success factors:
⁃ Maintained a Gross Margin of 40% for the XD team
⁃ Maintained team productivity of 75%
⁃ Bringing down the accuracy of estimates for XD projects from +/- 5% to +/- 0.9%
– Worked on sales opportunities worth $600,000
– Delivered projects for new and existing customers.
– Acted as the 2IC to the XD director mentoring a team of senior and junior consultants.
– I was responsible for end to end XD process including:
Identifying client needs and managing client expectations,
Identifying research objectives,
Conducting initial business and user research,
Translating requirements into IA and UI designs,
Running usability testing sessions.
– Oversee quality assurance
– Assisted XD Director with sales and networking activities
Key Projects:
– Department of education service navigator
– People’s Choice credit union:
Development of transformation roadmap, personas, user journeys, UX mentoring and training
– Sky-news: design and development of 2600 website: https://2600.skynews.com.au/
Worked as a part of the XD team delivering projects for new and existing customers. I was responsible for identifying research objectives, conducting initial business and user research, translating requirements into IA and UI designs, and running usability testing sessions
Key Projects:
– Department of Education Our priorities section: https://education.nsw.gov.au/our-priorities
– Stakeholder and user interviews and workshops
– User research including online survey creation and analysis
– Wireframe and prototypes
– Content governance framework
Sydney Water (Sept 2017 - April 2018)
Sydney Water is a statutory State Owned Corporation wholly owned by the NSW government. It provides safe drinking water to more than 5 million people across Sydney, the Blue Mountains and the Illawarra. Working with the digital and corporate solutions team as a senior UX designer, I reported directly to the Digital Development manager.
In this role, I lead the XD team and reported directly to the CEO having the following responsibilities, achievements and successes:
Business Planning and General Management
– To shape, design, and plan XD service offering and implement via quarterly roadmaps
– To maintain and develop excellent professional relationships with client’s CEO/ CFO/ CTO/ COO
– Acted as subject matter expert, visionary and strategist for the XD service area in the market
Business Development
– Engaged in sales and marketing activities in collaboration with the CEO, COO and marketing manager.
– Created Statement of Work or proposal documents for various projects based on the strategic approach.
– Developed and maintained vendor relationships
Methodology and Quality Assurance
– To collaborate with COO, Project Managers, Senior XD Consultants, and the development team to provide estimates and develop an overall solution implementation strategy and engagement models
– Serve as a lead as required and provide thought leadership and strategies for projects and initiatives – Assess XD risk and mitigation plan
Workforce Management, Supervision, and Mentoring
– Established a clear structure in the XD team from junior resources through to XD Leads.
– Helped create and track personal and professional development plans for individual XD consultants.
– Mentor and guide junior XD resources, engage on the strategy to bring on and mentor interns
Team strategy and vision:
⁃ Developed a sustainable experience design team structure by creating 3 pillars:
⁃ Research- Splitting into quantitative and qualitative research and creating a toolkit of research methodologies.
⁃ Design- Solution design including wireframes, prototypes, design tools, standards and UI kits
⁃ Emerging technology- Studying trends in emerging technologies and up-skilling the team if required.
⁃ Conducted a competitor review to identify the emerging trends in digital agency environment.
⁃ Conducted a gap analysis for the existing skillsets of the team as compared to the desired skillsets based on the competitor analysis.
⁃ Future proofing the XD team by mapping out the desired collective skillsets and upskilling where required.
⁃ Started an initiative to onboard development team by incorporating design thinking training in their weekly schedule.
Critical success factors:
⁃ Maintained a Gross Margin of 40% for the XD team
⁃ Maintained team productivity of 75%
⁃ Bringing down the accuracy of estimates for XD projects from +/- 5% to +/- 0.9%
– Worked on sales opportunities worth $600,000
Standard Bank - South Africa
– To lead a team of UX designers while creating an account origination process for SBSA customers
– To work with the AO team on Agile methodologies and maintain stories on kanban board
– To conduct user research, create wireframes and prototypes and validate with users.
Key Projects:
– Redesign of account origination process for new and returning customers.
– Working with Agile methodologies and kanban board
– Conducted user research, created IA, screen flow and wireframes.
– Usability testing in every sprint
Human Factors International
Human factors is the world’s largest UX company based in Fairfield,IO. It has been functional since 1981.
I worked as the centre of excellence lead reporting to the Director of design in Mumbai, India office.
My key responsibilities included:
– Working with a senior UX consultant and a junior UX consultant on client’s projects.
– Client engagement including gathering business requirements, project objectives, competitor data and project KPIs.
– User research: user interviews, eye tracking, contextual enquiries, online surveys, workshops and ethnographic studies
– Wireframe and interactive prototype design and validation by usability testing.
– Mentoring junior designers.
Key Projects:
– Redesign of website for a housing finance company to improve stickiness and increase conversion rates: https://www.dhfl.com/
– Redesign of online shopping platform ShopCJ to match the visual design with the brand guidelines and proposition. To match the styling and design of the company’s TV channel.
Hero MotoCorp Ltd
Hero MotoCorp is the world’s largest producer of motorcycles based in India.
I worked as a design manager in the Reserach and Development department of the company,
My key responsibilities included:
– Working closely with product and engineering leaders to establish design objectives, high level strategies and key results for a group of designers.
– Providing mentorship, goal setting and accountability to designers.
– Research with the various rider groups and converting the findings into key design language and features.
– Creating product strategy and conceptual designs and overlooking the process to convert the designs to clay models and full scale prototypes.
Key Projects:
– User reserach to create design guidelines for gender specific 2 wheeler styling
– Design and development of 5 2-wheelers and 3 concept vehicles to be displayed at the Delhi motor show
– Conceptualisation, IA and Interface design of a vehicle-mobile integration app.
TVS Motor Company Ltd.
I worked as an automobile designer for the company. I worked on the concept models and graphic design of the company’s products. Working with the senior designers, I created conceptual designs for the vehicles for ASEAN and Indian markets.
I was also a part of the extreme innovation group which was lead by design leaders from the Art Centre College of Design, Pasadena. As a part of this cross functional team, we filed 8 patents for reducing costs of vehicle production.