Case Studies

Australian Retirement Trust

Superannuation · Financial Services

The merger of QSuper and SunSuper needed rapid experimentation to meet stakeholder goals. I optimised user journey touchpoints, simplified forms, and implemented a multi-funnel strategy.

Result: 2× industry-average conversion rate, and expansion from Queensland-only to a national presence.

Ladbrokes

Gaming · Sports Betting

A struggling product category needed quick proof of viability. I streamlined user flows to align with customer intent and betting behaviour patterns.

Result: 36% revenue increase and a 29% Day 1 improvement — converting a loss-making category into a revenue driver that directly contributed to a successful business sale.

BHP

Enterprise · ASX 200

Fragmented information systems across a global workforce were creating operational drag. I designed a unified digital network with improved user interfaces.

Result: reduced operational expenses and a global rollout that enabled 75,000 workers.

Petzyo

B2C Ecommerce · DTC

This direct-to-consumer dog food brand needed rapid scaling and operational independence for leadership. I reduced marketing spend, redesigned conversion pathways, implemented email automation, and strengthened partner channels.

Result: 100% MRR increase within a 90-day project.

Healthcare DTC

Healthcare · Teeth Straightening

Optimised the purchase process through precision funnel design and conversion-led creative direction.

Result: Day 1 profitability, achieved immediately upon campaign launch.

Dating App

Consumer App · MVP

Designed and delivered an MVP fully aligned with brand positioning and optimised for early user conversion.

Result: a market-ready product completed in a 14-day timeline.

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