Tabcorp

Experience

At Tabcorp, I led UX strategy and design execution across web and app projects, contributing to the platform’s growth to over 800K active users. I worked across multiple agile squads, driving UX initiatives, mentoring junior designers, leading design reviews, and facilitating workshops to align stakeholders. My work delivered measurable impact through user-centered design, improving engagement and business outcomes. Additionally, I contributed to the design system by creating scalable components and enhancing documentation, ensuring consistency across projects and enabling seamless collaboration between designers and developers.

Key Accomplishments

  • Flutter Transition (App): Played a key role in migrating the app to Flutter, overhauling the Racing section for improved usability and performance.

  • Tab Locator (App): Led the UX uplift of the locator, increasing venue accessibility and driving user engagement.

  • Venue Mode Uplift (App): Directed design efforts, integrating real-time promotions and betting options, leading to a 15% increase in engagement.

  • User Onboarding (App/Web): Delivered seamless onboarding experiences, improving new user activation rates.

  • Multi-Factor Authentication (App/Web): Designed and implemented MFA solutions across platforms, enhancing security and user experience.

  • Gamification & Loyalty Program (App): Designed a gamification feature and loyalty program, ensuring development readiness.

  • Player Safety (App/Web): Led the design direction and uplift for Player Safety features across web and app, ensuring a secure and responsible betting experience.

Projects

Played a key role in migrating the app to Flutter, overhauling the Racing section for improved usability and performance.

Led the UX uplift of the locator for app, increasing venue accessibility and driving user engagement.

Directed design efforts, integrating real-time promotions and betting options, leading to a 15% increase in engagement.

Delivered seamless onboarding experiences, improving new user activation rates and lowering drop offs across platforms.