I've worked on projects for Mazda, American Express, KFC, Bank of Melbourne, Qantas, Myer and the Australian Government.
I'm currently content strategy lead at Proximity BBDO, Australia. Previously senior at TBWA and DT (Ogilvy).
I'm currently working with Mazda Australia and UK to create a new website, and overhaul their digital presence.
Mazda is currently rolling out a global digital platform. I'm developing the content strategy, defining its IA and UI and writing all the content. I'm also working on a business-wide content / digital strategy that rethinks the way Mazda operates online. Website launching Feb 2014.
My role is content and UX lead. I manage a small team of creatives, strategists, SEO specialists and designers who work across the website project and several mobile and campaign-based initiatives.
I led UX and content for ANZ while at TBWA. This involved countless big and small projects.
I worked on several major projects for Australia's third-largest bank. Highlights include Compare Me, ANZ Pacific Connect and a year-long content optimisation and strategy program for all of ANZ.com. I also helped to create a business-wide content strategy for their future website.
I covered a few key roles on the ANZ account. Some days I'd be writing product copy and building content strategies – other days I'd be analysing site metrics and running user testing.
I made Bunnings a more intuitive website so users could easily browse and discover their 200k+ products.
Bunnings is Australia's most trusted brand – but they used to have one of the country's oldest websites. They came to us to create a new site that would make it easy for customers to find what they need. Not only that, but we also created a mountain of bespoke branded content. Check it out.
I was put in charge of defining content and UI copy for the new platform. I developed a massive migration plan, a simple new architecture and a brand-new, end-to-end content strategy.
I helped Qantas develop a clever CMS to source unique facts about hotels for their new brand, Hooroo.
Qantas saw an opportunity to sell hotel bookings using interesting and optimised content. To do this, we designed, devised and deployed a new brand – Hooroo. A team at DT worked for nearly two years to develop Hooroo from the ground up. I was involved in the early stages of brand ideation and content strategy development. See Hooroo.
I worked closely with the client and our design team to help develop a CMS that would allow Hooroo to offer dynamic and interesting information about hotels and holiday destinations.
I developed a suite of digital 'welcome packs' for American Express business credit cards.
'Welcome packs' are microsites that teach customers all about their newly activated card. AmEx asked us to design and write one for each of their small business products. The goal was to help customers make the most of their card, and provide a resource that's easily used again and again.
I started by talking to users to develop a content / UX strategy. Then we built a bunch of wireframes and started creating content.
AAMI is a humungous Australian insurer. I built them a better, more effective online experience.
With a team of art directors, producers and UX designers, I helped deliver a massive digital overhaul of Australia's best-known insurer – AAMI. We improved sales, reduced calls to AAMI's support centre, and made it easier for their 9 million customers to find what they need. See the site.
I audited site analytics and interviewed users to create a content strategy. The allowed me to completely re-engineer the structure of the site and all of its content. I also re-wrote the UI and product copy.