Hi, I'm Dana.

I BUILD EVIDENCE-BASED PRODUCT DIRECTION THAT LEADERSHIP TRUSTS.

Strategy first, pixels second. I give teams clarity on what to build, the craft to design it, and the judgment to spot when the problem isn't design, in complex regulated ecosystems.

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Customers migrated on a research-led MVP

215k+ Migration Case Study
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Customers migrated on a research-led MVP

215k+ Migration Case Study
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Of support calls addressed by a self-serve tracker

Bonus Interest Tracker Case Study
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Dev sprints wasted on unvalidated features

Quick Pay Case Study
Selected

Case Studies

CASE 01Live
ME Bank · myBOQ · Virgin Money

De-risking a multi-brand Internet Banking MVP for 215K+ customers

How concept testing with 12 customers challenged an app-based feature list before build, and reshaped what shipped across three banks.

DiscoveryConcept TestingMVP Prioritisation
Read the case
ME Internet Banking home screen, balances blurred
POV

The costliest mistakes start as reasonable assumptions.

I find the ones hiding in plain sight, test the ones that matter, and say clearly what the evidence can’t prove.

My work is knowing which assumptions to trust and which to test, in regulated fintech where a wrong call is expensive. Years in advertising at agencies like Ogilvy taught me how people behave. A Master of Design and a research assistant role at UNSW taught me to validate hypotheses and find the pattern in messy evidence. Together, they moved me from designing what was decided to helping decide what gets built, then designing and shipping it.

WHERE ASSUMPTIONS HIDE

Bias

A platform or age group can look like the reason customers behave differently. It isn’t always the driver. I watch what people do in context, then scope each platform for the tasks people use it for.

See it in the 215K+ migration
See it in the 215K+ migration

Interface

Customer confusion can look like an interface problem. Sometimes the cause is the rules underneath. I trace it to the root and hand the business what design can’t fix.

See it in the Bonus Interest Tracker
See it in the Bonus Interest Tracker

Data

The data can tell a real story. That doesn't always mean the fix teams build on top of will work. I validate with real customers before it gets expensive.

See it in Quick Pay
See it in Quick Pay

Tools

AI can look like the obvious way forward. That doesn’t always make it the right fix. I decide when it helps, check what it produces, and keep the calls that need human judgment.

How I used AI on the 215K+ migration
How I used AI on the 215K+ migration

Bias

A platform or age group can look like the reason customers behave differently. It isn’t always the driver. I watch what people do in context, then scope each platform for the tasks people use it for.

See it in the 215K+ migration
See it in the 215K+ migration

Interface

Customer confusion can look like an interface problem. Sometimes the cause is the rules underneath. I trace it to the root and hand the business what design can’t fix.

See it in the Bonus Interest Tracker
See it in the Bonus Interest Tracker

Data

The data can tell a real story. That doesn't always mean the fix teams build on top of will work. I validate with real customers before it gets expensive.

See it in Quick Pay
See it in Quick Pay

Tools

AI can look like the obvious way forward. That doesn’t always make it the right fix. I decide when it helps, check what it produces, and keep the calls that need human judgment.

How I used AI on the 215K+ migration
How I used AI on the 215K+ migration
testimonial

In Their Words

Simone Boch

Founder - Solo Wander Woman

"Dana helped us communicate what our core audience, solo female travellers, needed to hear to feel safe enough to buy. The clarity she brought to our product positioning, information architecture and messaging built immediate trust."

01 / 03

SOME OF THE Brands I've WORKED WITH
Available for Senior Product Design roles.

Bring me the decision
you can't afford to get wrong.

Connect@danadadkhah.com
Connect@danadadkhah.com
LinkedIn
LinkedIn
Available for Senior Product Design roles.

Bring me the decision
you can't afford to get wrong.

Connect@danadadkhah.com
Connect@danadadkhah.com
LinkedIn
LinkedIn
Available for Senior Product Design roles.

Bring me the decision
you can't afford to get wrong.

Connect@danadadkhah.com
Connect@danadadkhah.com
LinkedIn
LinkedIn