I Used to Buy for Customers. Now I Design for Them.

I spent over a decade reading what customers wanted before they knew how to ask for it, as a buyer and product developer for Australia's largest department store, where every decision came down to one question: what does this person actually need?

Now I ask that same question as a UX Designer.

The tools have changed, Figma instead of trend reports, usability testing instead of trade reviews, but the instinct have not. I still start with the customer, dig into the data and behaviour behind their choices, and design toward the moment they get exactly what they came for.

I bring a commercial eye to design: I have sat in the room where growth targets are set, and I understand that good UX isn't just usable, it needs to work for the business behind it too. That is the perspective I bring to every project: research-led, outcome-focused, and genuinely curious about the person on the other end of the screen.