dESIGN & innovation strategy
I’m Abbie, a Strategic and Service Design leader and applied research specialist based in Sydney, Australia — the land of the Gadigal people of the Eora nation.
I’ve been shaping how humans interact with technology for almost 20 years. I think in systems, from the big ideas to the details, and I am happiest guiding multi-disciplinary teams toward smart and meaningful solutions.
expertise & focus
research & insights
I delve into understanding human behaviour and motivation within the context of our world and market forces. Working from true insight, we can inspire positive action in the right direction.
Qualitative research and analysis
Ethnographic and contextual study
Quantitative analysis and benchmarking
Trends analysis and forecasting
Behaviour change
Personas and mindsets
Narrative and storytelling
service design & strategy
I work across design operations, experience strategy, service design, coaching, and facilitation. I simplify complexity, bridge organisational gaps, and increase confidence toward new opportunities.
Project definition and planning
Workshop design and facilitation
Journey and ecosystem mapping
Service blueprinting
Value proposition design
Risk assessment
GTM strategy and business case
prototyping & validation
DVFS experimentation
Experience flows and wireframes
Content architecture
Low- to high-fidelity prototyping
MVP validation + concept testing
Usability testing
Impact assessment
From simple sketches to high-fidelity artefacts, I adopt a mindset of continuous, lean discovery. Remaining faithful to user needs, we activate the core strategy meaningfully and deepen insights over time.