Learn a bit more about my background, design process and side-projects.
Hi, I'm Alex. I'm a brand + product designer focused on crafting end-to-end digital experiences. I currently help launch and scale new digital businesses within Commbanks innovation arm, x15ventures.
During my career, I've worked with brands & organisations such as Qantas, Google, Defence Force Recruiting, Nescafé, eBay, Vogue, ESPN, CSIRO and The Department of Industry, Innovation & Science.
I feel comfortable wearing multiple hats on a project or working within a finely-tuned, diversely skilled product team. I believe that small, thoughtful details make a design memorable and that user-centered insights make them loveable.
Emotional design is at the heart of everything that I do.
My Areas of Focus
User Interface Design
User Research & Synthesis
Design Thinking Workshops
Digital Brand Extension
My Design Process
Immersion & Discovery
Becoming deeply immersed in the project space allows us to appreciate the nuance of the challenge. This leads to better customer and stakeholder empathy and allows us, collaboratively, to generate better insights - putting us on the right path forward.
Discovery & Empathy Workshops
Stakeholder & SME Interviews
Customer Journey Mapping
Ideation & Exploration
Great ideas can come from anywhere and a wider perspective with cross-disciplinary collaboration increases our odds of finding them. Deeper design exploration comes next - taking those ideas and crafting thoughtful design concepts to test with users.
Explore Visual Directions (Brand & Concept)
Design & Ideation Workshops
Define User Flows
Prototyping & Testing
We prototype our design concepts based on our testing goals - despite being early on, emotional design quality shouldn’t be sacrificed. Next, by using qualitative and quantitative research methods, we look to validate our ideas and synthesise our learnings.
Prototyping - Low and High Fidelity
Qualitative User Interviews
Surveys & Usability Testing
Cross-discipline Research Synthesis
Elevation & Production
With a clear understanding of what's desirable and technically feasible, we prioritise and elevate our design concepts. Design system components are fleshed out and visual assets are prepared. Based on our ways of working, tasks are broken down into efficient workflows to ensure smooth delivery.
Design System & Visual Assets Creation
User Story Creation & Backlog Refinement
A Future Away: Travel Writing & Photography
Travel | Photography | Culture
Bringing a physical space to life with an AR mural
Immersive | Conceptual | Craft
Using Motion at Adrenalin
UI | Motion | Craft
Some of my (mostly travel) photography
Want to chat? Get in touch
Copyright © 2020 Alex Dale