I’ve been designing for over 20 years, and during that time I’ve worked across everything from print and branding to digital products and UI. My path into design wasn’t a straight line, but it’s always been about solving problems in a clear, visual way.
I started out in visual design — things like layouts, typography, and identity work — and over time moved into digital as the industry shifted. UI design really clicked for me. I enjoy the balance of creativity and structure, and making things that are both useful and visually solid.
These days, I mostly focus on digital interfaces, particularly for B2B and SaaS products. I like taking complex ideas and turning them into something clean, usable, and easy to understand. I’ve worked in agile teams, followed design systems, and used frameworks like the Double Diamond to keep things on track. Nothing fancy — just solid, thoughtful work.
I see myself as more of a UI designer, but I always consider UX in what I do. You can’t separate the two if you want to make something that actually works for people.
Lately, I’ve been keeping an eye on how AI is changing the way we work — not to replace the craft, but to push it forward.
Experience
WooliesX: As a Digital Creative at WooliesX, I develop engaging and innovative content through EDM’s and their digital platforms. As well as creating assets for email, I also create engaging digital assets that resonate with audiences and drive real results across the three main brands of BWS, BIG W and Woolworths.
Achievement: Integrating Adobe’s AI engine, I have been at the forefront of creating assets which would have taken hours to create to just mere minutes now, with the right training and prompting, which I showcased to the internal WooliesX Design Agency.
Clubs NSW: Creation and development of a digital sign-in app and back-end system so all clubs across NSW could use the same process. It expanded into creating memberships, adding bans, and the ability to self-exclude oneself.
Achievement: Adapting the app to the ever-changing legislation for patrons entering gaming rooms, by incorporating an OCR (facial recognition feature) integrated into the onboarding process.
4mation Technologies: Working across various clients within this agency, creating UX strategies and workflows through to wire-frames, prototypes to final UI design, and QA testing with Developers.
Achievement: Client - Serendis: Creating a more engaging and user-friendly user interface for an LMS (Learning Management System). Their Mentorkey application allowed for Mentee’s and Mentor’s to connect and learn via our newly designed system.
Freelancer; Paul Andrews Design: My extensive background in graphic design and UI/UX design demonstrates a versatile skill set. My ability to combine a keen eye for aesthetics with the latest digital design trends is a valuable asset in today’s rapidly evolving design landscape. Having collaborated with major brands like WooliesX, ClubsNSW, and Expedia, as well as with niche markets, speaks to my adaptability and ability to cater to diverse client needs.