About me
Driven by curiosity. Guided by evidence.
Starting in digital marketing before transitioning to conversion rate optimisation and UX, I come with a uniquely holistic approach to my craft—equally comfortable understanding and analysing acquisition channels as I am exploring interaction outcomes.
For me, UX sits at a fascinating intersection between art and science. It is as much a practice of creativity as it is one of analysis. You can't manage what you can't measure, and the most creative solutions in the world are of little value if they don't achieve both your aims and those of your audience.
My UX philosophy
My approach to the craft of UX is simple: I am an advocate for the user.
In an age where platform monopolies chase short term wins at the expense of long term user engagement, this advocacy role is more important than ever.
Success is found in the nexus between your needs and those of the user. UX is about how we adapt to the user and make ourselves relevant to them, not the other way around.
What value we provide can only be decided by the people we want to service.
My interests and inspirations
My interests have always leaned toward what many would describe as nerdy. From an early age, problem-solving and making things were central to how I entertained myself, a mindset that has stayed with me well into adulthood.
I’m an avid board and video game enthusiast (even writing for several of Australia’s most popular gaming magazines and websites for over a decade). As much as I enjoy the puzzle-solving that so frequently lies at the heart of these pursuits, I am equally fascinated by how the complex systems that underpin these games are exposed and made understandable through their interfaces.
It’s not just function that captures my attention, though. I’m equally drawn to the craft and beauty of design itself. While I wouldn’t put myself out there as an artist, drawing, digital art and miniature painting (an offshoot of my involvement in board gaming) play an important role in how I unwind.
With so much of my hobby time spent engaging with interfaces (both digital and physical) and visual presentation, it feels inevitable that my career would lead to UX. And it is in these unlikely spaces, I can often find inspiration.
