Choosing contraception is a personal decision, but the information landscape isn’t built for one. Australians face a scatter of clinical pages, advocacy sites and growing social-media misinformation, with no single trusted place to weigh their options.

I built the research-led UX strategy from scratch and ran the multi-audience program directly with consumers, GPs and peak bodies, including First Nations, LGBTIQ+ and CALD audiences, where getting the framing wrong carries real consequences.

Cartology had grown to ~$500m in annual turnover, but the engine under the hood was largely manual. No self-serve platform, no component library, which capped the business at high-touch enterprise clients only.

I led the product team through a pivot from a manual service model to a design-led product strategy, consolidating systems and setting the rituals to lift quality and cadence across multiple squads.

DIT had accumulated valuable reusable IP from bespoke client work that they wanted to package up and commercialise. However enterprise deals kept stalling at clients’ IT risk and compliance gates, and internally there was a capability gap on product strategy, CVP, and platform UX.

As their strategic design partner I defined the CVP, shaped the product strategy and designed a platform vision they could anchor to.

Social Boost had launched in 2016 and then stalled. Manual processes, out-of-the-box targeting, bare-minimum development. Meanwhile a new generation of homeowners and smarter competitor tools moved the market on, and leadership wouldn’t fund a rebuild until the value was proven across a series of stage gates.

We cleared the stage gates first to unlock investment, then spent two years hardening the core: an ML recommender model, new reporting, new ad formats, tiered pricing, and an automated Salesforce backend.