UX & Web Design

Shaping digital experiences through clarity, structure and considered design.

Designing digital platforms that think before they decorate.

Across ecommerce, booking platforms and campaign-led landing pages, I approach UX as a strategic foundation — ensuring structure, hierarchy and user flow are defined before visual execution.

I lead web and UX projects with structure and intent at their core — shaping information architecture, defining hierarchy and aligning digital experiences with clear commercial objectives. Whether building full websites or campaign-driven landing pages, the goal is always clarity, cohesion and conversion.

Project 01 —
Rosemary Shrager Cookery School

Full Website Redesign & UX Strategy

I led the end-to-end UX and digital redesign of Rosemary Shrager’s Cookery School, transforming the platform into a refined, conversion-focused e-commerce experience. Beginning with site mapping and user journey analysis, I restructured the information architecture to improve course discovery, streamline booking flows and elevate gift voucher sales. Wireframes and high-fidelity UI were developed in Sketch, establishing a clear navigation hierarchy and flexible layout system.

The visual direction balanced personality with usability — introducing considered typography, improved content segmentation and a modular component system that supported courses, events and editorial content. Working closely with developers, I oversaw implementation to ensure UX intent translated effectively into build. The project extended beyond digital, with supporting brochures and vouchers designed to create a cohesive brand experience across physical and online touchpoints.

Project 02 —
Brisbane Powerhouse

Garden Lounge Landing Page

A campaign-led landing page designed to promote Brisbane Powerhouse’s exclusive Garden Lounge experience during the festive season. Working within an established brand, I structured a clear user journey that balanced premium positioning with conversion — using bold seasonal visuals, strong CTA hierarchy and modular content blocks to drive brochure downloads and corporate booking enquiries across desktop and mobile.

Project 03 —
F45 North Brisbane

Lead Generation Landing Page

Designed a high-conversion landing page for F45 North Brisbane to drive local sign-ups and trial memberships. The page combined bold brand-led visuals with clear hierarchy, benefit-driven messaging and an above-the-fold lead form to maximise enquiries. Built around urgency, social proof and strong calls to action, the layout was optimised for paid traffic and mobile performance, balancing F45’s high-energy identity with clear UX principles to reduce friction and increase conversion.

Project 04 —
Newstead Series

Property Landing Page & Brochure

I led the design of a conversion-focused landing page and supporting investor and purchaser brochures for the Newstead Series apartment development in Brisbane. The digital experience was structured around premium lifestyle positioning and clear lead-generation pathways, with considered hierarchy and download CTAs guiding enquiry. The printed collateral extended the identity into a refined, architectural system — aligning typography, layout and imagery to support high-value sales conversations. Together, the work delivered a cohesive digital-to-print journey that elevated perception and reinforced the development’s market positioning.