I solve business problems by leading product experience and service design
From national data infrastructure to healthcare ecosystems, I apply systems thinking to design and strategy that executives trust and act on.
Impact & Scope
Problems Solved
Delivering human-centered experiences in connected health
Founding a product experience function
Standardizing consumer experiences at national scale
Stopping a low-return AI initiative before code was written
CSIRO was weighing significant investment in AI/ML graph-analytics software for a new industry, without evidence the use case justified the build.
Led discovery research and stakeholder workshops, redirecting strategy and preventing investment in a low-return initiative before code was written.
What I've been building.
A few recent projects where I've used AI tools (Claude, Framer, Lovable) in my design workflow.
Ideal Environment
Your business is likely a fit if it's:
- Dealing with complex, ambiguous problems
- Operating in a regulated industry, like health tech or healthcare
- Building and leading design and research teams from the ground up
- Needs strategy grounded in evidence through fast, ambiguous growth
As a result of her contributions, we were able to accelerate our UX maturity, forge strong relationships with our business partners, uncover real customer problems, design useful and usable solutions, and drive business outcomes.
Delivering human-centered experiences in connected health
Led service design and user research for a global, cloud-connected healthcare ecosystem supporting 174M+ users in 120 countries, shaping patient and backstage provider experiences across medical-device software and clinical platforms.
New patients struggled with mask fit and oxygen therapy device first use, common causes of early drop-off in sleep apnea therapy.
Directed usability testing across myAir flows and portable oxygen concentrator interfaces, ensuring medical-device usability standards and increasing patient therapy adherence.
COPD patients had unmet needs on connected devices.
Led discovery research and a global strategy workshop aligning engineering, product, and executives on the mobile product vision.
Sleep Coaches managed 3+ disconnected tools to support patients.
Directed blueprints that unified workflow and requirements into a single enterprise support platform.
The myAir app's visual design wasn't consistent with ResMed's brand across its other digital products.
Evaluated a redesigned visual system against a 380-customer survey, later cited in Nielsen Norman Group's UX Metrics and ROI report, 5th Edition, showing measurable gains in brand alignment.
"Diana is an exemplary innovation, design and research leader."
Founding a product experience function
Built and led the product experience function as founding designer for an AI-powered B2B SaaS platform managing $200B+ in combined client spend, used by Fortune 500 procurement teams. Partnering directly with the CTO and executive team, I established the company's UX, research, and PM practices, using storytelling to align executives and engineering.
Investors questioned the startup's lack of customer-centric development.
As founding designer, partnered with the CTO and executive team to build the company's first design, research, and product management practice.
No dedicated UX design process existed for a platform serving $200B+ in combined client spend.
Delivered a 0→1 risk product in 90 days, cutting engineering rework by ~90%.
Customers were churning without any indication why.
Synthesized insights, including key churn drivers, into an experience map that drove adoption of 65% of identified opportunity areas and directly informed executive strategy.
No design organization existed to scale beyond one founding hire.
Authored the business case, owned recruitment end-to-end, and grew the team through formal design reviews, 1:1s, and performance reviews.
Standardizing consumer experiences at national scale
Led design strategy for national-scale consent and data authorization infrastructure, translating regulated data systems into trustworthy experience standards implemented across 200+ organizations spanning banking, energy, and non-bank lending.
No consistent way for organizations to design intuitive, trustworthy consent experiences.
Delivered national experience standards and interaction patterns now used across 3+ industries, helping one fintech unlock $77M in homeowner savings within 6 months.
Consumers didn't trust sharing personal data.
Developed behavioral archetypes informing targeted design decisions and simplified consent flows, driving a 135% increase in users.
Australia's Consumer Data Right (CDR) legislation was open to conflicting interpretation across 200+ organizations.
Translated it into a single design reference kit adopted across banking and energy, with early design input shaping the non-bank lending sector ahead of 2026 rollout.
Research practice maturity varied across the team.
Mentored 5 teammates to independently apply behavioral models, define UX metrics, and run A/B tests, raising research practice maturity org wide.
"D has elevated our research practice at DSB by expanding our behavior archetypes, implementing the Fogg Behavior Model, and sharpening our metrics around customer satisfaction, trust, comprehension, and effort."
An AI-assisted website build, strategy through deployment
Directed an AI-assisted design and delivery workflow across Claude, Figma Make, and Framer for a freelance sports videographer's personal site, balancing broad market credibility against his sports specialty. Used Claude for project planning and 2026 industry research, iterated design directions in Figma Make, then built and refined the site in Framer, testing its AI capabilities alongside manual work to understand how it operated. Advocated for accessible color choices over the client's initial preference and restructured the page to better convey his working style upfront.
Visit the site
Personalized wine recommendations in the moment
Standing in front of an unfamiliar wine list or shelf, it's hard to know if anything matches your personal taste. AI Wine Assistant is a personal sommelier in your pocket.
It scans any wine list, shelf, or bottle selection, then ranks each option against your own taste profile, explaining why it is or isn't a fit. Rating a wine after trying it sharpens future recommendations, and every scan can be saved to revisit later.
A personal build, made to solve a real wine-picking frustration, and used deliberately as a first experiment building directly with AI, to learn the tradeoffs of that workflow firsthand.
Currently in private beta, not yet publicly available.