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.
Problems Solved
Delivering human-centered experiences in connected health
New patients struggled with mask fit and oxygen therapy device first use.
Directed usability testing across myAir flows and portable oxygen concentrator interfaces, ensuring medical-device usability standards.
COPD patients had unmet needs on connected devices.
Led discovery research aligning engineering, product, and executives around a shared vision.
Sleep Coaches managed 3+ disconnected tools to support patients.
Directed blueprints that unified workflow and requirements into a single enterprise support platform.
"Diana is an exemplary innovation, design and research leader."
Founding a product experience function
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
No consistent way for organizations to implement consent flows.
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."
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.
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.
What I've been building.
A few recent projects where I've used AI tools (Claude, Framer, Lovable) in my design workflow.
