SPACES AND SERVICES,
FOR PEOPLE
AND PLANET.

I’m Abbie, a Strategic and Experience Design leader and applied research specialist based in Sydney, Australia — the land of the Gadigal people of the Eora nation.

I’ve been shaping how humans interact with spaces and services for almost 20 years. I think in systems, from the big ideas to the details, and I am happiest collaborating with multi-disciplinary teams on smart, meaningful solutions.

expertise & focus

research & insights

I delve into understanding human behaviour and motivation within the context of our world and market forces. Working from true insight, we can inspire positive action in the right direction.

  • Qualitative research and analysis

  • Ethnographic and contextual study

  • Quantitative analysis and benchmarking

  • Trends analysis and forecasting

  • Behaviour change

  • Personas and mindsets

  • Narrative and storytelling

service design & strategy

I work across design operations, experience strategy, service design, coaching, and facilitation. I simplify complexity, bridge organisational gaps, and increase confidence toward new opportunities.

  • Project definition and planning

  • Workshop design and facilitation

  • Journey and ecosystem mapping

  • Service blueprinting

  • Value proposition design

  • Risk assessment

  • GTM strategy and business case

prototyping & validation

  • DVFS experimentation

  • Experience flows and wireframes

  • Content architecture

  • Low- to high-fidelity prototyping

  • MVP validation + concept testing

  • Usability testing

  • Impact assessment

From simple sketches to high-fidelity artefacts, I adopt a mindset of continuous, lean discovery. Remaining faithful to user needs, we activate the core strategy meaningfully and deepen insights over time.