Customer Experience strategist
I test the assumptions behind strategic initiatives before an organisation commits budget to them.
Journey maps that live in a drawer. Research that confirms what everyone already believed. I care about the kind of insight that changes how a business thinks and what it decides to do next.
That is the test I hold my own work to. Fifteen years of research and proposition work across general insurance, banking, aviation and automotive, and what came of it: investment decisions changed, executive go or no-go questions settled, propositions carried through to launch.
The case studies are written. I am still preparing them for the web, so they are not linked from the site yet.
Email me for the ones closest to your role →I started out experimenting with Photoshop, 3ds Max, Maya and After Effects, deep in motion and visual effects. Then Flash, and I built the kind of full-screen website intro that era ran on: spectacular to watch, and in no hurry to load.
At university I was on the fence between design and development. I liked the creativity design asked for, but I probably lacked the artistry to stand out at it. I was comfortable coding dynamic websites on whatever framework was current, though what I wanted was the thinking that sits upstream of building and shipping features.
What settled it was ending up in a usability lab for the first time, watching real people try to use products their creators were convinced were obvious.
“Can we build this?”
became
“Should we, and for whom?”
The question I cared about stopped being whether we could make the thing work. It became the behavioural side: what actually drives a person to engage with a product or service, why they take certain steps and actions, why they choose one option over another. That is where the move into research and strategy started, and I have been asking the underlying questions ever since.
Different organisations, different problems, the same core challenge: a gap between what they think their customers experience and what those customers actually feel.
I'm Principal Strategic Service Designer at IAG, one of Australia's largest insurance groups, where I lead research and proposition work on strategic initiatives.
My role there finishes at the end of 2026, so I'm looking at what comes next.
My time at IAG wraps up at the end of the year, so I'm open to what comes next, permanent or contract. Always glad to talk CX, research methodology, or what good experience strategy looks like in practice.