Principal Product Designer · Sydney

Hi, I'm Elly.
I talk too much
and think even more.

19 years of designing, building, and shipping. SAFe certified. CSPO certified. Part designer, part product manager, full-time dot connector.

See the work
Best Digital Banking Initiative
Saving Spaces · Global Retail Banking Innovation Awards · 2025
Digital Interface Winner
NAB Now Pay Later · Good Design Awards · 2024
Website People's Choice Finalist
Zenogias.com · Philippine Web Awards · 1998 · Solo project
THE STORY SO FAR

I've lived many lives.
All of them useful.

I started in editorial and web design, taught myself code in the early 2000s, and ran a Xenogears fan site that somehow became a Webby Awards finalist. That accidental career has taken me through UX design, front-end dev, product management, and back to design again, across Oracle Aconex, HardHat, and now NAB, one of Australia's Big Four banks, where I'm a Principal Product Designer leading Digital Wallets, Financial Wellbeing, and Credit Card Servicing.

The hybrid is the thing. I've actually sat on the Product Management seat for around five years. I owned backlogs, written roadmaps, managed stakeholders. So when I design, I follow the same systems thinking amplified by customer obsession and tech knowledge, making me a truly strategic product professional.

Off the clock, I draw comics, paint digital illustrations, write fiction, and lose hours to Souls games. I'm a certified movie nerd and chronic fandom tracker. Ask me when there's a new season, a hot take, or a weird product launch, I've probably already clocked it. I share my home office with Quincy, a Russian Blue who supervises my work from a distance and has strong opinions about my monitor placement.

What I bring to the table

01
The Hybrid Advantage
CSPO + SAFe 5 certified. I own the backlog, manage the roadmap, and bring principal-level design craft to both sides of the room.
02
Outcome Engineering
Doubled organic conversion rates in under 2 months. 27.8% organic feature adoption. I don't just design interfaces. I engineer results.
03
Data-Backed Storytelling
Product Experience Canvases, stakeholder decks, executive comms. Complex problems translated into strategies that actually move teams.
04
AI & Vibe Coding
Claude, Cursor, Copilot, MCP integrations. Prototyping, building systems, and accelerating delivery end to end. Not just talking about it.
05
CX & UX Strategy
Service design, research, and systems thinking across B2C and B2B. From ethnographic field research to shipped fintech at scale.
06
Design Operations
Figma onboarding, design systems, team mentorship. The infrastructure that lets good design happen consistently.
07
Stakeholder Alignment
Engineering, Product, Executives. I build the bridges between them using visual narratives that make the path forward obvious.
08
Creative Direction
Illustration, digital art, editorial instincts. A genuine point of view on craft that shows up in every pixel.

Selected work

Oracle Aconex · Field Research · UX Design

Aconex Punchlists

To design a better experience for site supervisors, I went to an actual Multiplex construction site and witnessed a day in their life firsthand.

On-site
Ethnographic field research
NAB · Live Product · AI Features

Cash Predictions

Giving Australians a window into their financial future, surfacing intelligent cashflow forecasts inside NAB Mobile.

Live
NAB Mobile · App Store now
NAB · Live Product · Cards

Less Plastic, More Control

Digital Card Credentials and Plastic Card Suppression, rethinking how NAB customers manage their cards in a digital-first world.

27.8%
Organic feature adoption
AI · Design Tooling · Process

Designing with AI

How I used Cursor and Copilot to build HTML presentations and design newsletters. Shipping in hours, not days.

Faster delivery
Aconex · Enterprise · Identity

Aconex ID

Redesigning identity and authentication for one of the world's largest construction management platforms.

Global
Enterprise scale · Millions of users
Oracle Aconex · Enterprise · Identity

Aconex Global Login

Redesigning identity and authentication for one of the world's largest construction management platforms.

Global
Enterprise scale · Millions of users

"I create clarity in ambiguity. I blend systems thinking with design thinking, and I help teams move quickly while staying anchored to what customers actually need."

From the work, not the pitch deck

Kudos

"Elly was instrumental in redefining the business' online products and associated goals and processes. From new product launch to web site design; in every case Elly's work was of the highest standard."
Duncan Walton
Duncan Walton
IT Director
"Elly is a talented and cutting edge product development professional. She is a new product visionary along with being a talented manager of all that is existing. Unquestionably one of the best I've worked with."
John Leahy
John Leahy
Head of Global Marketing · Berlitz Corporation
"Elly never runs out of innovative ideas to bring our websites to new heights. Her keen sense of design and user experience has tremendously benefited our social media and customer review generation programs."
Marvin Sanchez
Marvin Sanchez
Director of Content Marketing · CarParts.com
"Elly is a first class specialist at what she does. Her knowledge of UX and web content management completely transformed our online product offering. A professional through and through. I would recommend her to any employer looking to raise their online product management to the next level."
Jasmina Majdis
Jasmina Majdis (Dugalic)
Senior Marketing Specialist