Service Design & Value Enablement Consultant · via Essential Craft

Retained to connect luxury guest experiences to commercial outcomes across the One&Only, Atlantis and SIRO brand portfolio.

• Developed a commercial value-enablement playbook that strengthened the operating model, clarified ownership and improved commercial prioritisation across brand, CRM, operations, data and finance.
• Created lifecycle frameworks for portfolio-level guest relationship growth, moving beyond single-property conversion towards long-term share-of-life value.
• Shaped an Experience & Innovation Management Office concept and a 3-year strategy connecting guest and employee experience to Board-level targets.

Senior Service Designer / CX Designer · via Essential Craft

Engaged by ADL Middle East to guide CX and digital transformation assignments for financial services and telecommunications clients.

• Supported ADGM's CR&M digitalisation project: customer lifecycle and ecosystem mapping, international benchmarking, and prioritised initiatives across Salesforce optimisation, knowledge-base governance, customer-facing AI service channels and internal GenAI support.
• Co-facilitated a Customer Experience training programme for senior leaders at stc, covering customer-centricity, persona building, journey mapping, employee empowerment, CX metrics and data-driven personalisation.
• Developed Telekom Srbija's Value of CX leadership narrative, connecting CX to organic growth, market resilience, cost efficiency and customer-centric culture.

Principal Designer · via Essential Craft

Hired to build XWORX's service design capability and delivery quality, and grow the team behind it.

• Led design, innovation and service design engagements across government, aviation, energy and mobility, developing innovation roadmaps and coaching design teams.
• Selected work: ADQ design thinking training (100+ participants), TAQA COP28 innovation bootcamp, Dubai Future Foundation telecoms foresight, Etihad Airways airport journey mapping, ADNEC executive coaching.

Senior Service Designer · via Essential Craft

Brought in to design and align a national connectivity roadmap for Telstra's hardest-to-reach customers.

• Researched and designed customer journeys and touchpoints for connectivity propositions serving the final 8% of the population beyond standard fibre reach.
• Aligned technical, business and customer stakeholders around a north-star experience and an iterative multi-technology roadmap by introducing customer evidence into product discovery and architecture decisions.
• Conducted hybrid customer research, service-record audits and business-case development for 5G Home Wireless, and improved data-sharing approaches within the Telstra API ecosystem.

Senior Service Designer · via Essential Craft

Engaged to bring structure and evidence-based prioritisation to a distributed, resource-constrained digital function.

• Created personas, feature blueprints, journey maps and prioritisation frameworks to help digital channels extend mission impact by reaching previously under-represented social groups.
• Rallied geographically distributed leadership to introduce a metric-driven prioritisation approach, focusing limited resources on higher-value outcomes and creating a unified digital roadmap.

Senior Service Designer (2019 – 2021) · Service Designer, Consultant (2017 – 2019)

Hired to build service design as a capability from the ground up, first as a consultant, then appointed directly and promoted.

• Built and led UX and service design capabilities, bringing customer evidence into product, architecture and business decision-making.
• Developed OKRs, personas, service blueprints and journey maps to align teams around customer-led prioritisation, and coached teams in facilitation and human-centred design.

Service Designer, Consultant

Engaged to bring service design and customer research capabilities into enterprise technology delivery (formerly SMS Management & Technology).

• Led customer research, stakeholder engagement, facilitation, service strategy and agile product ownership across enterprise technology contexts.
• Developed a connected-car strategy for a global automotive manufacturer and established a Customer Lab. Clients included Belong, Honda and the Victorian Managed Insurance Authority.

Experience Design Consultant · via Essential Craft

Long-running advisory relationship shaping the end-to-end customer and visitor experience for a boutique wine producer.

• Designed brand and customer experience across digital, direct-to-consumer and on-site visitor touchpoints, advising on positioning and proposition as the business grew from launch to established operation at one digital and two physical storefronts.