Dana's
Resume
Senior Product Designer for complex, regulated systems, working end to end and strongest in discovery and strategy. At BOQ Group I de-risked a 215K+ customer migration across three digital banks and redirected the product roadmap toward what customers valued. I also tested and redesigned a self-serve tracker for bonus interest queries, which made up 10% of call volume, through to final handover; it's now live across all three brands. I came to product through advertising and academic research, so I design for how people behave, and I test before I build.
Core Skills
Product Strategy
Product Discovery
UX Research
Behavioural Design
Service Blueprinting
Information Architecture
Prototyping
Design Systems
AI-Assisted Workflows
Research Ops
Stakeholder Alignment
Mentoring & Upskilling Teams
Experience
01
Product Designer
Nov 2024 – Present
Independent
02
UX Designer
Apr 2022 – Oct 2024
Bank of Queensland Group (myBOQ, Virgin Money, ME Bank)
Scope: UX, research, product & service design for 3 regulated banking brands · 1M+ customers · cross-functional Agile squad | Impact: Reframed the strategy for a 215K+ customer migration, redirected investment to a validated feature, and reduced bonus-related support calls.
De-risked a 215K+ customer migration by challenging two assumptions before build: that age decided the channel, and that desktop should mirror mobile exactly. Led end-to-end concept testing with 12 customers (plan, recruit, moderate, synthesise), rebuilt the personas around tasks, and set MVP priorities per platform. Contributed to the service blueprint.
Redirected the roadmap from Quick Pay to Favourite Payee after testing showed demand didn't match the assumption, building it into the payment flow where customers already looked.
Turned bonus interest confusion (10% of call volume) into a self-serve tracker, now live across 3 brands and 5 products. Led usability testing, traced the confusion to both the screens and the rules, and redesigned through to final handover; the business simplified some rules as a result.
Established ResearchOps across 3 brands with Dovetail and a shared Confluence repository, giving stakeholders one source of insights and reducing duplicated work. Trained the design team on Dovetail and research methods.
Halved research turnaround by introducing an AI-assisted workflow with human verification, getting evidence to product decisions in one week instead of two.
Added a new bonus tracker component (20 states, including edge cases) to a multi-brand design system built on one shared codebase across 3 brands, meeting WCAG 2.2 AA.
Delivered research-led fixes to key customer pain points, contributing to app store rating lifts across all three brands: myBOQ 2.5 → 4.4, Virgin Money 2.2 → 4.3, ME Bank to 4.5.
03
Research Assistant
Nov 2020 – Mar 2022
UNSW, Faculty of Art & Design
04
Senior Designer
Nov 2019 – Apr 2020
Think Brick Australia
05
Senior Designer
Apr 2018 – Nov 2019
Independent
06
Senior Art Director
Feb 2018 – Apr 2018
Dentsu Aegis
07
Art Director
Jun 2014 – Feb 2018
Ogilvy & Mather
Education
Awards & Recognition
meet
The person
behind the work.
I take systems apart until they make sense.
In my years in advertising, I learned why people stop and act. In banking, I learned where they get stuck. Same habit both times: take the system apart until I understand it, then work out how to make it simpler, and possibly more delightful to use. At BOQ, that meant 3 brands, each on its own legacy system, and one design that had to scale across all.
Outside work, I fix the same kind of problem. Learning to read Tarot meant piecing together scattered sources, so I mapped the system myself and designed a simpler way in. The result is Cosmic Code, a voice-first app with physical cards (in progress).
Based in Sydney, Australia.
My mark joins the Persian and Latin D: two languages, one form. Three Ds: Dana, Dadkhah, Designer.