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As part of my UX studies at Academy Xi, I chose to focus on the rise in mental health issues since the start of covid-19. This was in relation to the excessive media coverage and new digital behaviours of pandemic affected Australians.

The outcome from the human centred design process was an app to help manage news and social media coverage, with the ability to connect to other users within the Mind app ecosystem.

no_code is a creative management platform that empowers marketing teams to create agency-quality emails in-house; no design or coding experience required.

To launch this project at CX Lavender, a comms strategy was developed to specifically target B2B C-Suite with LinkedIn, DM, newly designed website and follow up sales leads.

The new brand was designed to capture attention and highlight the empowerment from in housing capabilities to develop email marketing campaigns.

A striking website showcased the product with animation explainer videos and key call outs for business benefits, combined with strong CTA to book a demo and experience the product itself.

Design and art direction.

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Recognising the challenges faced by SMEs, American Express wanted to find a way to re-engage them, strengthening their connection to the Amex brand.

The creation of Idea Exchange provided a dynamic platform comprising content, communications, events and experiences – all designed to engage and connect SME customers.

A nationwide seminar series was supported by workshops and an online hub featuring inspiring podcasts, editorial content and opinion pieces tapping into current events and future trends.

At CX Lavender I worked across the entire 2019 iteration including website, direct comms, social and digital display.

Working on the Westpac account at CX Lavender I’ve designed numerous landing pages for a variety of campaigns and services including the St.George, Bank of Melbourne and BankSA brands. Customers would visit from a variety of designed channels – eDMs, social, display, organic and paid search.

The brief from Telstra was to develop a best practice design of Telstra’s monthly customer email.

Utilising valuable data smarts, we wanted to develop a regular newsletter which understood their current situation, habits and needs. By using all important customer data, articles and content were personalised and relevant to each individual. 

Content was crafted into ‘snackable’ bite-sized pieces, utilising clean and smart UX design whilst still remaining true to the Telstra brand.

Design and art direction.

Whilst working at Lavender, we were given the task of overhauling Amex’s product websites.

At the time of working on the project there were numerous different templates used across the entire business, which made for a jarring online experience especially when not all templates were responsive.

Starting initialling with Platinum and Platinum Edge, the challenge was to create a template design that could be flexible enough to adapt to each product’s individual brand/imagery, while still falling back on the same basic website structure and guidelines.

Design and art direction.

American Express drives a significant amount of customer loyalty through it’s Membership Rewards program. But the current digital ecosystem is confusing to navigate, making it difficult for customer’s to easily uncover the value of the membership they hold.

Currently Amex talks to it’s customers via a variety of email comms such as eStatements, offers, and special invites, but there isn’t one unified snapshot of their membership and the benefits it holds. Existing emails are too text heavy, repetitive, and limiting in their content.

At CX Lavender we set out to develop a new monthly membership update which would uncover the full breadth of what’s on offer, through easy to digest/skimmable content.

Competitor research helped us define design principals to deliver a personal and holistic membership experience. Principals consisted of a clear and consistent hierarchy, bite-sized relevant content, positive engaging visuals, interchangeable modules and engaging animation where appropriate.

I’ve designed many different landing pages for American Express whilst working at CX Lavender for a variety of campaigns and services. Recently the Open for Travel campaign which supported affiliated travel merchants by driving card member spend in early 2021.

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This service design sprint explored the communication problems with SME planned outages. For this 8 week project I was a core team member working alongside 3 other service designers.

With many stagnant leads in their pipeline, Stockland wanted to understand where and why customers are stuck, so that they can provide the right support to help them progress in their house building journey.

Building a new home can be overwhelming and often stop customers from progressing toward actually making a purchase. The challenge at CX Lavender was to see how we can make customers feel positive about the progress they have made, and gain a sense of momentum to keep going.

We presented 3 UX concepts to tackle these problems – each focussing on different metaphors to assist them on the journey. The lo-fi prototypes explored 3 themes – the classic clipboard ‘to do’ list, a roadmap ‘journey’ to a new home, and their own house building ‘personal assistant’.

Considerations focussed on ensuring the design captured customer data (even if the customer drops off), how to serve back data already captured in the aged database, and for the design to be simple for MVP.

Design and UX.