Senior Product Designer responsible for designing products and features across digital ecosystems, focusing on delivering world class user experiences for customers and people with both a human-centric mindset and a keen eye for design fidelity and detail that spans both user experience (UX) as well as visual design (UI). Hands-on experience designing digital products from conception to minimum viable product through to scaled launch and adoption.
Hi, I’m
Rosalie Powell
Sydney,Australia
Summary
Overview
17
years of professional experience
Work History
Pharmx
Senior Product Designer
03.2025 - Current
Job overview
- Develop a deep, data-informed understanding of customer needs, pain points, and behavioural patterns.
- Lead the end-to-end design process from discovery through to implementation for a complex B2B SaaS platform.
- Serve as a strategic and influential voice within a fast-paced, cross-functional team.
- Design high-impact, user-centric solutions that streamline workflows and enhance engagement and satisfaction.
- Collaborate closely with engineers, stakeholders, and subject matter experts to shape and deliver effective solutions.
- Maintain, evolve, and advocate for a scalable design system to ensure visual and functional consistency.
- Own the UX/UI design and delivery of an MVP dashboard for the Pharmacy Portal, end-to-end.
- Design and launch a future-state MVP dashboard for the EComm platform, ensuring usability and business alignment.
- Craft intuitive UX/UI for B2B ordering infrastructure, built on secure, scalable, cloud-native architecture.
x15ventures
Senior Product Designer
01.2025 - 03.2025
Job overview
- Managed x15ventures' POC Product Design Team throughout entire 3-month period because of the designer's temporary assignment elsewhere.
- Partnered with cross-functional groups to enhance offerings for CommBank and scalable ventures.
- Developed cutting-edge design strategies to elevate product functionality.
- Design world-class, human-centered experiences for a new B2C customer platform (App and Web) and a new B2B, B2C SMSF platform.
- Assisted in organising and executing a three-day hackathon on reimagining identity credentials.
- Seek to understand user and business problems to inform digital product design, including user feedback and analytics.
- Create high-fidelity designs, wireframes, and prototypes to test and communicate ideas to the business and developers.
- Plan and manage UX and design activities within project timelines and budgets.
- Deliver high-quality UX research, workshops, and user testing.
- Support the scrum team’s delivery through active participation in Agile rituals.
WooliesXSydney
Senior Product Designer
01.2024 - 10.2024
Job overview
- Conducted comprehensive user interviews for the Woolworths and Everyday Rewards apps.
- Working on the contact strategy and advancing the app comms experiences, making sure we're setting up scalable capabilities to engage with customers in the right channel, at the right time, and with the right content. This has included live messaging, order updates, and designing scalable components for these initiatives.
- Led, created, and circulated a framework to grow the in-app messaging strategy. This involved senior stakeholder journey mapping workshops to seek alignment and drive the work forward, along with circulation at design huddles, and iterations to align with existing in-app messages, and create governance for correct usage across platforms.
- Develop wireframes, prototypes, mockups, and high-fidelity designs for product features. Working on the notification center across the Woolworths and Everyday Rewards apps, and the recently launched boost-to-buy feature in the Everyday Rewards app.
- Collaborate with cross-functional teams to define product requirements, and design solutions.
- Defined visual language systems, such as colour palettes, typography standards, and iconography systems.
- Document design decisions, and conduct usability testing sessions with users.
- Create interactive prototypes in various stages of fidelity to test usability of designs.
- Facilitate design critiques to ensure that products meet the highest standards of quality.
- Design layouts based on user flows, business objectives, and industry trends.
- Identify opportunities for improvement in existing features and products through competitive analysis.
- Worked closely with developers during the implementation phases to ensure the accuracy of designs.
- Collaborate with peers, and other design team members, to discuss product enhancements and features.
QantasSydney, Australia
Senior Product Designer
08.2022 - 01.2024
Job overview
- Working as Senior Product Designer for the Travel Inspiration and Travel Planning teams at Qantas Digital, I utilised a blend of design capability, extending from content to product design
- I worked across 2 teams to design content components, digital features and products within the Qantas digital ecosystem - focusing on delivering world-class experiences for our customers on Qantas.com
- In my day-to-day, I worked across multiple workflows and streams from BAU to discovery phases which included - designing responsive UI components and templates, content design, asset production, workshop planning and facilitation, generative research for product framing, analysis and synthesis of findings, creation of design artifacts, orchestrating ideation sessions, prototyping, organising and conducting evaluative user testing and content strategy
- I also led and supported a team digital producers around best practice and governance of design components, design systems and customer experience design
- Led and run a series of A/B tests to improve customer experience on the Qantas.com homepage
WestpacSydney, Australia
Senior Experience Designer
05.2020 - 08.2022
Job overview
- Delivering customer centered design outputs for the Westpac group websites and their connected channels
- Working within a wider design team consisting of visual, UI and UX designers bringing insights, prototype and test hypotheses that kept the Customer at the centre of the experiences
- I worked closely with the research team and had access to an in-house testing lab to arrive at the most viable concepts
- A large portion of my efforts were working closely with the Service Owners and Tribe Leads to evaluate opportunities for future work for the delivery teams, resource planning, training new team members, turning a hunch into an action plan and an area of discovery and managing large scale projects
- I produced XD deliverables sketches, scenarios, storyboards, journey maps, wireframes, UI flows, paper prototypes, and interactive prototypes
ustwo SydneySydney, Australia
Senior Product Designer
01.2020 - 04.2020
Job overview
- Working on a 12-week discovery project for the Commonwealth Bank to build empathy and understand hedging producers
- I was responsible for facilitating and designing a research program, synthesising research findings into practical recommendations and design strategy, rapid prototyping, testing concepts, and stakeholder management
- We conducted qualitative interviews, contextual inquiry into the hedging journey and interviews with farmers and advisors across WA and NSW
- We designed an online platform that allowed farmers to view the real tradable market price and act on hedging solutions.
ServiceNSWSydney, Australia
Senior Product Designer
08.2018 - 01.2020
Job overview
- Working with ServiceNSW on a digital transformation across their website applications & transactions to help improve the customer experience as they moved into a digital communication space
- I led the end-to-end product design for the RMS Website Transactions Team and the NDIS Worker Check Application - through discovery, framing, iterative development, and delivery
- We used data and exploratory research to understand the customer and business drivers and deliver measurable outcomes
- I conceptualised original ideas that brought simplicity and user-friendliness to complex design roadblocks and designed new components for the design system
Commonwealth BankSydney, Australia
Experience Designer
06.2016 - 08.2018
Job overview
- Working across the Commonwealth Bank, Digital Experience Team I managed several projects autonomously with overview from the Experience Design (ED) Lead
- I also worked with other designers to create and implement cohesive UX strategies, working closely with delivery teams to ensure design assets and specifications aligned with requirements
- I used the digital strategy to deliver customer-centric experiences, working on 16+ projects across all platforms and channels- mobile, web and assisted channels
- Switch to eStatements across platform won CEO award
- Worked on late payment indicator (mobile and web), fee refunds (assisted channels), Ceba chatbot (mobile), FX Calculator and more
Commonwealth Bank
Digital Content Specialist
04.2015 - 06.2016
Job overview
- Management of copy production across the CommBank OMNI channel portfolios
- Facilitated communications with stakeholders
- Worked with UX to document flows and solutions
- Developed content, patterns & prototypes
- Content production, UX, copywriting, stakeholder management, content strategy, analytics and web accessibility
- Cross platform - Mobile, NetBank, CommBank, CommSee
Guide Dogs NSW/ACTSydney, Australia
Lead Digital Designer
09.2012 - 06.2015
Job overview
- Supporting the marketing team, providing digital design solutions in-house and customer facing
- Project management of on-going maintenance, design & development of corporate and client sites using Microsoft SharePoint, Wordpress and customised CMS
- Concept design, content creation and development
- Usability analysis and wireframe implementation based on business objectives/ user needs
Universal MagazinesSydney, Australia
Online Producer
11.2008 - 02.2012
Job overview
- Provide training and mentoring in digital content, design, IA, wireframes, UI design and content management across 8 websites, Working closely with editors to deliver edms, landing pages and campaigns
- Skills: branding, commercial artwork, digital content production, ux analysis, user testing, digital design
Education
University of South Australia
Professional Certificate from Web Accessibility & Inclusive Design
01.2018
University Overview
Web Accessibility & Inclusive Design Distinction
General Assembly
Certification from User Experience Design
01.2015
University Overview
User Experience Design
Vision Australia
Certificate from Web Accessibility Techniques & Testing
01.2011
University Overview
Web Accessibility Techniques & Testing
Vision Australia
Certificate from Writing for the Web
01.2011
University Overview
Writing for the Web
Design Centre Enmore
Associate Diploma from Interactive Digital Media Design
01.2007
University Overview
Interactive Digital Media
BEC Australia
Certificate IV from Small Business Management
01.2002
University Overview
Small Business Management
TAFE NSW
Associate Diploma from Fine Arts
01.1996
University Overview
Fine Arts
Skills
- App development
- Adaptive User Interfaces
- Data-Informed Experimentation
- A/B testing
- Design principles
- Team management
- Product roadmaps
- Strategic thinking
- Strategic Task Management
- Teamwork and collaboration
- Team Leadership
- User-centered design
- User-Centered Design Principles
- User research
- Customer testing
- Leading design jams and critiques
- Content management systems
- End to end feature delivery
- Project management
- Figma
- Sketch
- Agile methodologies
- Stakeholder management
- Confluence, JIRA
- Inclusive design
- Design systems
- Content strategy
- Lean UX
- Customer journey mapping
- Workshop facilitation
Availability
See my work availability
Not Available
Available
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Quote
If you really look closely, most overnight successes took a long time.
Timeline
Senior Product Designer
Pharmx
03.2025 - Current
Senior Product Designer
x15ventures
01.2025 - 03.2025
Senior Product Designer
WooliesX
01.2024 - 10.2024
Senior Product Designer
Qantas
08.2022 - 01.2024
Senior Experience Designer
Westpac
05.2020 - 08.2022
Senior Product Designer
ustwo Sydney
01.2020 - 04.2020
Senior Product Designer
ServiceNSW
08.2018 - 01.2020
Experience Designer
Commonwealth Bank
06.2016 - 08.2018
Digital Content Specialist
Commonwealth Bank
04.2015 - 06.2016
Lead Digital Designer
Guide Dogs NSW/ACT
09.2012 - 06.2015
Online Producer
Universal Magazines
11.2008 - 02.2012
University of South Australia
Professional Certificate from Web Accessibility & Inclusive Design
General Assembly
Certification from User Experience Design
Vision Australia
Certificate from Web Accessibility Techniques & Testing
Vision Australia
Certificate from Writing for the Web
Design Centre Enmore
Associate Diploma from Interactive Digital Media Design
BEC Australia
Certificate IV from Small Business Management
TAFE NSW
Associate Diploma from Fine Arts
Awards
Awards
Hack4Good, MicroSoft, 11/01/17, Our CommBank team created SENSS - an app intended to spur empathy by helping people experience and understand what life is like for someone with a disability, through the use of mixed reality technologies like HoloLens. I was responsible for the UX and content design. There were 14 teams total, with our aim being to promote inclusiveness, build community and harness technology to help people living with disability fulfill their potential. Hack4Good asked us to focus on solutions that solve real world problems for people with a disability. Our team was awarded 5th place.
Awards
Awards
Hack4Good, MicroSoft, 11/01/17, Our CommBank team created SENSS - an app intended to spur empathy by helping people experience and understand what life is like for someone with a disability, through the use of mixed reality technologies like HoloLens. I was responsible for the UX and content design. There were 14 teams total, with our aim being to promote inclusiveness, build community and harness technology to help people living with disability fulfill their potential. Hack4Good asked us to focus on solutions that solve real world problems for people with a disability. Our team was awarded 5th place.
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