Design
I was a designer before I was a writer, and I still design. These three projects shaped how I think about people and the way they communicate.
Making a big website tell one story
The challengeBig B2B sites grow page by page, until it’s hard to tell what the site is about. The job is to find the story, then build the site around it.
How I approach itAudit what’s there, map who it’s for and what they need to find, workshop the story with the people who know it best, then shape the structure and words to fit.
What I bringContent strategy, information architecture, workshops, copy and light design input, with a writer’s eye for what readers actually look for.
Lung Foundation Australia · UX & service design
Shine a Light: understanding the importance of community in charity
The challengeEngaging volunteers for Lung Foundation Australia’s inaugural Shine a Light walk.
The key insightThe organisation and its community weren’t on the same page. That disconnect was the real problem.
The outcomeA service design strategy and journey map showing the organisation how to walk hand in hand with its community.
Simplify to succeed: PayStay
The challengeUsers were struggling to understand and use the Maps function in Victoria’s main parking payment app.
The key insightThe information people wanted already existed. They just didn’t know where to find it.
The outcomeEvery test user found bay availability, times and costs faster in the redesigned format.