Intelligent Service Design

Professional Experience and Skills


Experience Architect · Marble Arch

2013 · CURRENT

Established Marble Arch, a service design consultancy based in Melbourne. Facilitated Design Thinking and Innovation workshops for startups and Management consulting companies including KPMG. Business Ethnography and Service redesign.

Lecturer · Swinburne University

2011 · 2012

Created training and educational material for students. Managed students‘ performance & learning in 4 subjects as part of their undergraduate degree. Coached students on articulation of critical reflection on research, strategy, planning, process and outcomes, and on the challenges of advertising communication strategies.

Instructed students in human-centred and Design Research methods including: Focus groups, Interviews and Data analysis, Ethnographic studies, Surveys and Questionnaires, Card sorting, Storyboarding and other cross disciplinary methods for contextualising research.

Experience Architect · National Seniors Australia


Independent Consultant. Service redesign and Marketing Strategy update. Stakeholder Management. Design and deployment of the new marketing program across digital and traditional channels.

Studio Manager · Art Director · Dornau Group

2008 · 2010

Managed multiple clients in both B2B and B2C sectors. Responsible for a $2M account. Project and stakeholder management. New Business Aquisitions.

Delivered projects on time, on budget and built strong relationships with stakeholders. Supervised staff and external technology providers responsible for project deliverables. Created Marketing programs, campaigns and content. Managed social media, digital presence and online assets for New Caledonia Tourism and other clients.

Brand Strategy Consultant · SBIT


Independent Consultant. Part of the rebrand team responsible for the launch of the Southbank Institute of Technology brand, previously known as Southbank TAFE. Involved in service delivery redesign and stakeholder engagement.

Communication Designer · Xerox Business Centre

2006 · 2007

InhouseCommunication Designer. Managed branding guidelines and marketing campaigns. Worked with internal and external clients to deliver marketing collateral. Exceeded sales targets.

Communications & Marketing · Edington Agencies · HETECH

Responsible for marketing of turnkey solutions to the B2B sector. Introduced & implemented a suite of digital marketing solutions and enhanced traditional marketing programs within both sister companies.

Communications & Marketing · WorleyParsons

2003 · 2004

Inhouse Marketing & Communications Officer. Worked directly with Managing director at JWP prior to its merge with WorleyParsons

Skills & Expertise

In every project there is potential to create something truly amazing, but making great ideas gain traction is the real challenge. Addressing these challenges creatively and in a way that makes business sense is what I am truly passionate about.




  • Business Requirements
  • Brand Strategy
  • Client Requirements
  • Competitor Analysis
  • Design Thinking
  • Discovery Report
  • Experience Audit



  • Culture & Context
  • Compeitive Landscape
  • Customer Experience
  • Ethnography
  • Emergent Strategy Analysis
  • Focus Groups
  • User Personas



  • Communication Design
  • Digital Design
  • Environmental Signage
  • Product Design

Project Management

Project Management

  • Project Scope
  • Stakeholder Management
  • Resource Allocation
  • Business Case Alignment
  • Risk Mitigation
  • Prince2 Methodology

Service Design

Service Design

  • Service Blueprint
  • Service Scenarios
  • Storyborads
  • Customer Participation Map
  • Use Cases
  • Service Simulations



  • Brand Language
  • Digital Marketing
  • Database Marketing
  • Experiential Marketing
  • Social Marketing
  • Seeding Trial
  • B2B & B2C



  • Small Team Supervision
  • Stakeholder Engagement
  • Training
  • Mentoring
  • Performance Management of Students in higher education

Download a summary version of my current CV.

Download Curriculum Vitae

Project Types

  • Rebranding
  • Product Launch
  • Destination Launch
  • Trade Shows
  • Service Design
  • Enterprise Software Launch
  • Strategy Development
  • Advertising Campaigns
  • Website Design, Testing & Launch
  • Workshop Facilitation
  • Ethnographic Research
  • Change Management
  • Market Research
  • Performance Management
  • Copywriting
  • Training and Teaching
  • eCommerce
  • Store Launch

Industries served

Government: 10%
Education: 20%
Advertising: 25%
Engineering: 10%
Travel & Tourism: 30%
Management Consulting: 5%