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About Me.

Hi! I’m Eva, a Service Designer and UX Specialist with a diverse background that began with studies in sociology and evolved through roles in web design, business analysis, technology, project management, usability, and UX - leading me to service design.

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I believe my +20 years' experience across telecom, IT, insurance, and government has given me a flexible, business-focused approach to creating solutions that genuinely serve people. I’m passionate about blending empathy, thoughtful design, and data-driven insights to uncover hidden needs and build impactful experiences. Collaboration is key for me, as working closely with others lets us create solutions that resonate. I’m always happy to jump in wherever I can contribute my skills and help the team build something meaningful together.

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Whether you have questions about my work or just want to chat, feel free to connect with me on LinkedIn or drop me an email.

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or

Let’s connect and chat over a virtual “fika”!

Education

Tools

  • Design Tools: Adobe XD, Figma, Balsamiq, Dreamweaver

  • Collaboration Platforms: MIRO, Mural, Microsoft Teams, JIRA, SharePoint

  • Research Tools: Dovetail, Elicit, Medallia (NPS), Survey Tools, Google Analytics

  • Creative Tools: Adobe Photoshop, Illustrator

  • Data Analysis: Microsoft 365, Excel, CoPilot, ChatGPT, Power BI

  • Generative AI & Agents: Perplexity, Claude, Lindy, Copilot, ChatGPT - used throughout for exploration, synthesis, validation, and automation

Skills

  • Service Design and HCD: Expert in service design, UX design, journey mapping, persona development, prototyping, and facilitating human-centered design (HCD) workshops. I integrate generative AI tools like Copilot, ChatGPT, Claude, and Lindy to accelerate ideation, storyboard development, and workshop planning - always validating outputs to ensure relevance and human impact.

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  • Research Design, Analysis & Reporting: Proven track record in user research (qualitative and quantitative), data analysis, and translating insights into actionable service and UX improvements. I use tools like Dovetail, Elicit, Medallia, and Google Analytics alongside AI agents and platforms (Perplexity, ChatGPT, Claude) to synthesize findings, generate hypotheses, and pressure-test insights.

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  • Collaboration & Communication: Strong stakeholder management, team collaboration, and communication skills across technical and non-technical audiences. I use MIRO, Mural, Microsoft Teams, JIRA, and SharePoint to facilitate transparent workflows, often supported by AI agents to summarize discussions, draft documentation, and align cross-functional teams.

  • User-Centred Design: Ability to prioritize user needs and create intuitive, accessible experiences. Extensive experience in Microsoft 365 and aligning digital journeys with business and user goals. I also use Copilot and ChatGPT to explore patterns, validate content clarity, and ensure inclusive design decisions.

 

  • UX Design and Prototyping: Skilled in UX tools (Adobe XD, Figma) to create wireframes, prototypes, and user flows. Ability to conduct usability testing and iterate designs based on feedback.  I also incorporate generative AI to support early concept development, iterate design options, and simulate user scenarios, always validating outputs through usability testing.

 

  • Agile Methodologies: Experience working in Agile, Scrum, and cross-functional teams. Skilled in design thinking and iterative development for digital solutions. I use AI to support sprint planning, backlog grooming, and retrospective synthesis, ensuring design remains aligned with evolving user and business needs.

Professional Experiences

Senior Service Designer

National Australia Bank – Finance

2025 – current role

Driving AML/KYC-Compliant, Customer-Centric Engagements: 

  • Designing strategies to engage less digitally active and vulnerable customers, ensuring AML and KYC compliance.  

  • Conducting surveys, interviews, and integrating behavioral and demographic data for holistic insights.  

  • Collaborating with advanced data analytics, AI, marketing, product, and change teams to deliver tailored, compliant solutions.  

  • Mapping journeys and processes to create seamless, customer-centric experiences.  

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Senior Service Designer

Telstra – Telecommunications

2020 – Jun 2024

Led key service design initiatives across various sectors, delivering user-centered solutions that drove innovation, improved customer experiences, and supported business outcomes:

  • Industry IQ Project: Designed AI solutions through research, prototyping, and workshops, ensuring a strong product-market fit. See case study for more details

  • Network Migration: Reduced customer churn during Telstra’s network migration by leading research, journey mapping, and CX improvements. See case study for more details

  • Customer Advisory Board (CAB): Created a scalable framework that deepened customer engagement and drove product innovation. See case study for more details

  • 4G Home Broadband Uplift: Improved service accessibility for elderly and disabled customers through journey mapping and user workshops.

  • Digital Marketplace Innovation: Enhanced marketplace experiences for mid-sized businesses by developing personas, value propositions, and journey maps.

  • Natural Disaster Response: Applied AI and data insights to improve disaster response processes through co-creation and UX design.

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Senior Business Analyst and UX Designer

Incolink & CitiPower Powercor

(2018 – 2019)

  • Improved the Digital Card Application for Incolink by simplifying user flows and ensuring compliance, validated through user testing.

  • Secured multimillion-dollar funding for a mapping platform at CitiPower Powercor by developing a data-driven business case through stakeholder collaboration.

  • Mentored teams in Human-Centered Design (HCD), UX testing, and process mapping.

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Senior Business Analyst, Service Designer, and UX Designer

NBN

2015 – 2017

  • Designed an automated power invoice solution, saving thousands monthly.

  • Enhanced UX for key tools in the FTTC program, improving user interactions and reducing downtime.

  • Delivered $1.44 million in savings by improving customer and engineer experiences through user journey mapping for an energy metering solution.


Business Analyst and Usability Specialist

Melbourne Water & Government Agencies

2010 – 2015

  • Led BI reporting projects at Melbourne Water, conducting user interviews and surveys to improve usability and reporting solutions.

  • Managed portal development projects for government agencies, gathering requirements, conducting user interviews, and ensuring iterative design to meet stakeholder needs.​​​

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Global Project Manager and Web Designer 
IBM & Ericsson – IT and Telecommunications

​1998-2007

  • Managed global projects (Sweden, UK, Germany, Norway) focused on optimizing Web Content Management solutions, running HCD workshops, and training over 300 editors.

  • Designed intranet solutions and team pages applying, UX, UI and Web Design skills

  • Delivered multi-country application shut-down projects in USA, Brazil and Mexico, applying project management skills.
     

Companies I worked for/with

  • Finance: National Australia Bank (NAB)

  • Telecommunications: Telstra, NBN, Ericsson

  • Insurance and Utilities: Incolink, CitiPower PowerCor, Melbourne Water

  • State Government: Department of Innovation, Department of Sustainability and Environment

  • IT: Microsoft, IBM

  • Geriatric care: Sollentuna Hospital, Sollentuna Council Elderly Care Services

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