About me
I’m Phong, a Senior UX/Product Designer at Deloitte Digital. My career started in graphic design, but my curiosity for digital transformation and user behaviour led me to specialise in UX and experimentation. I combine human-centred design with data-driven insights to create experiences that are not only intuitive but also drive meaningful results. Guided by a 'Test, Learn, Adapt' mindset, I love tackling complex challenges and transforming them into seamless, engaging solutions that balance business goals with user needs.
Experience
Deloitte Digital
Senior Consultant/UX Designer
March 2022 – Present
Projects
Cochlear
June 2024 – Present
Conducted UX discovery to identify user flows across multiple products and mapped customer journeys to uncover opportunities and risks.
Facilitated business validation sessions with stakeholders to ensure alignment and gather requirements.
Delivered low to high fidelity designs to streamline user flows, reduce friction, and consolidate misaligned experiences, addressing key business objectives and reducing tech debt.
NAB
October 2022 – April 2024
Designed high-fidelity UI and prototypes for web and app on-boarding and migration experiences, improving the customer satisfaction by 25% based on usability testing.
Shaped and designed a highly technical developer portal website for NAB’s internal team to document APIs and create user stories for external partners.
Delivered user-centric UX by utilising research metrics such as heuristics, competitor analysis, and friction metrics.
Conducted regular customer testing, synthesised insights, and presented results to key stakeholders aligning the business objectives with user centric strategies.
Contributed to the NAB’s design system by crafting reusable components for the design library, ensuring consistent and efficient design processes.
Westpac
June 2022 – October 2022
Designed high-fidelity UI and prototypes for on-boarding existing customers, ensuring a seamless user experience.
Facilitated discovery workshops with major stakeholders, presenting user flows, stories, and designs to outline use cases and align on a shared vision.
Led technical validation sessions with business analysts and technical teams to ensure design feasibility and alignment.
Collaborated across teams to unite stakeholders, fostering a cohesive vision and ensuring comprehensive project alignment.
CRO & Experimentation
March 2022 – Present
Cochlear, Bendigo Bank, MyState Bank, P&O, R.M.Williams, HCF & Country Road Group
Lead multiple design projects focused on Experimentation and CRO optimisation.
Conducted UX/UI experimentation to increase customer enquiries for pre-qualifying home loans at Bendigo Bank, resulting in a 429% increase in desktop and 198% increase in mobile conversions.
Mapped user flows and customer journeys to alleviate customer pain points for P&O, reducing call centre wait times by -22%.
Facilitated discovery workshops to collect stakeholder feedback and identify user pain points and align business objectives.
New Republique
Senior UX Designer
December 2021 – March 2022
Worked across multiple clients like CRG, Bendigo Bank, HCF, P&O Cruises, R.M.Williams and Pizza Hut.
Improved the overall conversion rate by implementing user-centred design changes based on experimentation insights, contributing to a significant increase in revenue.
Conducted A/B testing, multivariate testing, and user research to identify areas for improvement and validate design hypotheses.
Championed and introduced key features that drove higher customer engagement and increased add-to-bag clicks by 8% for R.M. Williams.
Utilised tools such as Google Analytics, Optimizely, and Hotjar to track and analyse user behaviour and experiment results.
Big Red Group
Senior Digital/Interaction Designer
June 2014 – December 2021
Worked across multiple clients like Coles, Jetstar, BP, Bupa, Medibank, Renault, Virgin Australia, Gomo, and Optus.
Led quality control initiatives, ensuring top-tier design standards for senior management and client stakeholders.
Played a key role in the creation and delivery of high-value digital advertising campaigns, landing pages, eDM campaigns, user flows, and bespoke digital products.
Facilitated workshops and learning sessions with key stakeholders at Medibank, educating them on new technical processes that enabled the creation and launch of 1000+ digital advertisement campaigns within minutes.
Skills
Design Tools
Software:
Figma, Sketch, Adobe XD, InVision, Webflow, Framer, Miro, Adobe Creative Suite (including After Effects & Premiere).
Project Management:
Jira, Trello, Confluence.
Design Skills
Core Skills:
Inclusive design & accessibility, wire-framing, prototyping, user flows, user research, workshop facilitation, storyboarding, high-fidelity UI design, customer testing, graphic design, visual design, illustration, basic HTML/CSS, CRO experimentation.
Additional Expertise:
Proficient in Agile, Scrum, and Kanban frameworks. Experience in creating and maintaining comprehensive design systems and component libraries. Strong written and verbal communication skills. Effective teamwork in cross-functional environments. Proven leadership abilities to guide teams towards achieving common goals.
Education
Web Accessibility & Inclusive Design
Professional Certification
Foundations of User Experience (UX) Design
Diploma of Interactive Digital Media
Swinburne University
Bachelor of Design in Communication Design
RMIT University