NordicTrack NordicTrack, a global leader in smart fitness equipment offers immersive, connected workouts on their subscription-based iFIT app platform. In response to a highly competitive market, the brand needed to evolve quickly and better serve its core target audiences. As the Lead UX/UI Designer, I was responsible for research, journey mapping, wireframing, prototyping, and iterative testing to deliver innovative data-driven, user-centered solutions. I helped implement a new design system and helped optimize the overall user experience to improve engagement and conversion metrics for NordicTrack.com and the integrated iFIT workout app. I played a key role in the replatform and redesign of the ecommerce site, collaborating closely with product and engineering teams to deliver a relaunch that saw exceeded sales forecasts and created positive sales growth in 2024 and 2025.
Xbox Xbox 360 was competing for market share against the latest Playstation console and asked me to create a national campaign that would lift sales. During reseach, I found that Xbox 360 had the most games for next gen users, so the idea that you could go more places was born. Tagline: More games. More destinations. A mirco-site was created for gaming ‘travelers’, within the integrated campaign. This campaign was launched online and outdoor in Australia nationally, and saw a lift of 8% market share within the first month.
Z Gallerie I led the Z Gallerie creative team to successfully concept, redesign and optimize the ecommerce experience, which in turn streamlined our process. Upon replatforming and reformatting our marketing pages into a responsive grid, we improved page load and increased conversion. The redesign involved creative direction, marketing strategy, style guide creation, and new photography guidelines. We spent several months wireframing and prototyping each page including the transactional flow, with a focus on the information architecture and best UX practices. I was helped develop the oversee the strategy, design and project management of marketing campaigns including Z Pet, Z Babie, Citizens Pay and a Design Services program. Within a year of relaunching, we saw significant conversion and revenue growth, and acquired new customers. 2020 and 2021 saw a lift in sales of 23% and 21% respectively, surpassing forecasts. We saw site sessions increase by 29% and AOV lifted by 5%.
Griddy UI/UX design for a retail power platform that allows users to manage their energy account and monitor consumption.
Bravos Fitness Bravos Fitness is a training app and fitness platform, allowing subscribers to interact with a real trainer. Users can track their workouts using their camera-facing phone. This app uses your phone’s front-facing camera to count your reps and track your technique. Once you have logged your video workouts, you are able to share with your trainer to review or with your community. This project involved a complete UI redesign to make the app easier to interact with, using recognisable design patterns and recognisable icons.
Torrid Torrid is a size-inclusive women’s fashion retailer based in California. This role included web design and art direction of website updates, email marketing, lookbooks and promotional campaigns. I initiated an overhaul of the website to optimize the mobile user experience. This included image standard, type standards and accessibility improvements which reduced friction and ultimately increased conversion. During this period, the e-commerce business saw a significant lift (almost double) in sales and conversion.
Microsoft As an Art Director for Microsoft Windows, I took pride in leading a team of designers to support Microsoft HQ in Seattle. Our projects consisted of creating new webpages and content, daily site updates, design presentations and asset creation for a site that is viewed by over 5 million people. My team’s projects responded to quarterly product releases and updates to the Windows 10 operating system. The Windows website replatformed in 2018, which involved streamlining our internal processes and a new approach to Microsoft’s responsive design system.