Hello
I’m a Principal Content Designer and strategist with a passion for crafting thoughtful user experiences. I bring a blend of content strategy, user experience design, and team leadership to the table, honed through my work on products like QuickBooks and Mailchimp.
My approach revolves around asking the right questions, understanding customer needs, and removing friction to make the complex feel simple. I believe in empowering teams to shine, building scalable systems, and guiding with a balance of direction and coaching.
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I’m based in Sydney, always looking for opportunities to connect, collaborate, and explore new challenges. Let’s create something impactful together.
How I like to work
During customer interviews | Hearing the customer’s voice
I listen out for the words our customers use and note how they feel when they perform tasks.
During the research stage | Knowing where we play
I gather insights from competitors, other products and places where target customers visit, to learn what terms and phrases are commonly used.
During the initial design planning | Mapping the story arc
Every flow in a product takes the customer on a journey. To make sure we’re using the right emotions at the right time, I will map out a story arc.
During each individual element | Designing better experiences
I check whether the copy is on-brand, the tone aligns with the customer’s emotions, and if the hierarchy is correct. I’m looking for opportunities to add information or present the content in a different way (video, illustration, etc).
During customer testing | Crafting, learning and refining
I often want to test different content options. I do this by first setting out my hypothesis and the success metric.
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During the entire development process
Does the project have a significant business impact?
Or is it complicated, with moving parts and several people involved? If so, I will create a content strategy. This lays out guidelines for the target customer and how to flex our voice for them and the objective.
How I spend my day
On any given day, I might collaborate with engineering to understand the technical implementation of a complex feature, plan a strategy workshop to help our team align, or develop a framework to aid in content governance. Together with my partners around the world, we shape products that help our users achieve their financial potential.