About me
I'm Phong, a senior UX designer at Deloitte Digital in Sydney. My journey began in graphic design, but my passion for digital transformation led me to specialise in UX and experimentation. I blend human-centred design with data-driven insights to craft user experiences that captivate and convert. Driven by a 'Test, Learn, Adapt' methodology, I thrive on turning complex problems into seamless, engaging solutions that are both impactful and exceed business objectives.
Experience
Deloitte Digital
Senior Consultant/UX Designer
March 2022 – Present
Currently engaged in various consultancy projects, leading multiple design initiatives focused on CRO optimisation and experimentation.
Projects
CRO & Experimentation
March 2022 – Present
Cochlear, Bendigo Bank, MyState Bank, P&O, R.M.Williams, HCF & Country Road Group
Conducted UX/UI experimentation to improve on-site customer experiences and optimise the sales journey/onboarding process. Mapped user flows and customer journeys to simplify the onboarding process. Facilitated design ticketing and discovery workshops to collect stakeholder feedback, identify user pain points, and guide key design decisions. Presented work and insights to clients, ensuring alignment and transparency throughout the project lifecycle.
NAB
October 2022 – April 2024
Designed high-fidelity UI and prototypes for web and app onboarding experiences catering to both existing and new customers. Shaped and designed a highly technical API developer portal tailored for internal and external users. Delivered user-centric UX utilising research metrics such as heuristics, competitor analysis, and friction metrics. Conducted regular customer testing, synthesised insights, and presented results to key stakeholders. Contributed to the client’s design system by crafting reusable components for the design library, thereby ensuring consistent and efficient design processes.
Westpac
June 2022 – October 2022
Designed high-fidelity UI and prototypes for onboarding existing customers, ensuring a seamless user experience. Facilitated discovery workshops with major stakeholders, presenting user flows, stories, and designs to outline use cases and align on a shared vision. Led technical validation sessions with business analysts and technical teams to ensure design feasibility and alignment. Collaborated across teams to unite stakeholders, fostering a cohesive vision and ensuring comprehensive project alignment.
New Republique
Senior UX Designer
December 2021 – March 2022
Worked across multiple clients like CRG, Bendigo Bank, HCF, P&O Cruises, R.M.Williams and Pizza Hut. Leading strategically focused, data-driven UX projects with a focus on CRO optimisation and experimentation. Successfully enhancing customer engagement and improving user experiences to drive significant business value.
Big Red Group
Senior Digital/Interaction Designer
June 2014 – December 2021
Worked across multiple clients like CRG, Bendigo Bank, HCF, P&O Cruises, R.M.Williams and Pizza Hut. Leading strategically focused, data-driven UX projects with a focus on CRO optimisation and experimentation. Successfully enhancing customer engagement and improving user experiences to drive significant business value.
Education
Web Accessibility & Inclusive Design
Professional Certification
Foundations of User Experience (UX) Design
Diploma of Interactive Digital Media
Swinburne University
Bachelor of Design in Communication Design
RMIT University
Skills
Design Tools
Software:
Figma, Sketch, Adobe XD, InVision, Webflow, Framer, Miro, Adobe Creative Suite (including After Effects & Premiere).
Project Management:
Jira, Trello, Confluence.
Design Skills
Core Skills:
Inclusive design & accessibility, wire-framing, prototyping, user flows, user research, workshop facilitation, storyboarding, high-fidelity UI design, customer testing, graphic design, visual design, illustration, basic HTML/CSS, CRO experimentation.
Additional Expertise:
Proficient in Agile, Scrum, and Kanban frameworks. Experience in creating and maintaining comprehensive design systems and component libraries. Strong written and verbal communication skills. Effective teamwork in cross-functional environments. Proven leadership abilities to guide teams towards achieving common goals.