Redefining web experience
Year
2024
Client
The University of New South Wales
Project Type
Creative direction, UX/UI & web design
As the Web & UX Manager at UNSW, I led the transformation of the university's website, overseeing strategy, design, development, and optimisation across all digital touchpoints. I managed a talented team of senior and junior designers and producers, guiding them to implement a user-focused approach that delivered significant performance improvements. Our efforts directly propelled UNSW to the top spot among Go8 universities for website sales effectiveness, as recognised by Global Reviews in November 2024.
Creative strategy
In 2023, I led the design and development of the first-ever bespoke Open Day planner, built with a student first approach to transform the digital experience. Building on its success, I refined and enhanced the planner in 2024, using data and insights to create an even more seamless and engaging experience. Alongside the planner, I led the creative direction to ensure all offline and online touchpoints connected seamlessly before, during, and after the event. The results spoke for themselves—96K visits to the Planner in 2024, a +367% YoY increase, setting a new benchmark for future events. Additionally, the planner achieved a #1 SEO ranking for unbranded terms, driving a 54% YoY increase in organic search traffic.
All rights reserved to UNSW.
All rights reserved to UNSW.
One key project was the multi-year Degree Finder enhancement project, which significantly enhanced the student degree browsing experience. For the first time, it allowed students to search for degrees based on their interests and personalities, and easily compare courses using an innovative comparison tool. These improvements led to overall higher engagement and lower bounce rates, ultimately driving UNSW to the #1 ranking for Digital Sales Effectiveness in the Global Reviews Benchmarking Survey among Go8 universities (November, 2024).
All rights reserved to UNSW.
All rights reserved to UNSW.
The branding for the restaurant I developed from end to end—covering ideation, illustration and brand rollout. Bright colours and relaxed illustrations were used to convey a lively, modern dining experience with a balance of tradition and playful charm. The identity extends across key touchpoints, from packaging and signage to digital assets, creating a cohesive and engaging visual experience.
The refreshed brand identity for DECS Engineering Consultants blends modernity and energy, reflecting their forward-thinking approach to engineering solutions. The design features a sleek, contemporary font paired with a bold, bright green—representing innovation, growth and sustainability. This revitalised look reinforces their commitment to leading-edge engineering and inspires confidence in their clients and partners.
