About me
Hi, I’m Phong. I’m a Melbourne based Senior Product Designer with over a decade of experience turning complex, messy problems into products people actually enjoy using.
I started out in graphic design, but a fascination with how people think and interact with technology pulled me into UX and strategy. That curiosity has led me to some incredibly rewarding projects, from designing finance tools at NAB and Westpac, to building accessible apps that help Cochlear users manage their hearing devices.
Over the years, I've learned that the best products succeed because they respect user psychology and look after the business bottom line. Whether embedded in cross functional teams at Deloitte Digital or improving the property search experience at View.com.au, my goal is always the same. To make digital experiences simple, inclusive, and genuinely useful.
Experience
View.com.au
Senior Product Designer
April 2025 – Present
Making it easier for property buyers to find a home and connect seamlessly with mortgage brokers.
Led conversion focused design work across property search and broker lead generation, balancing user intuition with business volume goals.
Identified and removed friction across high intent user journeys to directly improve lead quality and increase conversions.
Owned the end to end design system implementation in close partnership with engineering teams.
Deloitte Digital
Senior Consultant/UX Designer
March 2022 – April 2025
Designing complex digital experiences across healthcare and enterprise banking systems.
Cochlear: Led UX discovery and journey mapping for complex medical products, designing highly accessible, WCAG compliant interfaces for children, elderly users, and support networks.
NAB: Designed end to end app and web onboarding journeys that drove a 25% increase in customer satisfaction. Also built a technical API developer portal to streamline internal and external engineering workflows.
Westpac: Redesigned and optimised customer onboarding flows through iterative prototyping, successfully shrinking onboarding time from 3 days down to just 10 minutes.
New Republique
(Acquired by Deloitte Digital)
Senior UX Designer
December 2021 – March 2022
Running data driven UX experimentation and conversion rate optimisation (CRO) for major national brands.
Designed home loan pre-qualification UX experiments for Bendigo Bank, resulting in a 16% lift in submitted enquiries.
Implemented data-informed design changes for R.M.Williams that drove a 35% increase in click-through rates.
Reduced customer call center volume for P&O Cruises by 22% by mapping and fixing key pain points in the online checkout flow.
Big Red Group
Senior Digital Designer
June 2014 – December 2021
Delivering high volume digital marketing campaigns, landing pages, and custom digital products for brands like Optus, Coles, Renault, Virgin Australia, Jetstar, Bupa and Medibank.
Maintained top tier design standards while launching major digital products and advertising campaigns for Australia's largest brands.
Partnered closely with Medibank stakeholders to run learning sessions and built new technical process that allowed their team to launch over 1,000 digital campaigns in minutes.
Skills
Design & Strategy
Product & UX Design: End-to-end product design, wireframing, high-fidelity UI design, and prototyping.
Research & Insights: User research, customer testing, usability testing, and heuristic evaluation.
Conversion & Optimisation: CRO experimentation, funnel optimisation, and growth design.
Inclusive Design: Web accessibility and inclusive design built around WCAG principles.
Visual & Brand Foundations: Graphic design, visual design, storyboarding, and illustration.
Leadership & Delivery
AI-Enhanced Practice: Utilizing AI-assisted design, research synthesis, and rapid concept prototyping to accelerate exploration.
Collaboration & Alignment: Workshop facilitation, stakeholder management, and cross-functional teamwork.
Agile Frameworks: Proficient in Agile, Scrum, and Kanban delivery methodologies.
Design Systems: Creating, documenting, and maintaining comprehensive design systems and component libraries.
Tools & Technology
Design & AI Software: Figma (including Figma Make), Webflow, Framer, and Adobe Creative Suite.
Project & Strategy Management: Jira, Confluence, Trello, Miro, and Hotjar.
Technical Literacy: Front-end literacy in HTML and CSS.