Experienced UX Designer with expertise in User Interface Design, Product Design and Service Design available for contract, project roles or complete projects.B2C & B2B end-to-end website strategy and digital consumer journeys, digital marketing and conversion rate optimisation specialist. Speak to me about your website, app, software, digital service, digital transformation, digital marketing or behavioural analytics. https://jamieesterman.com/

Responsible for innovation, research, discovery, and design of the home loan applicant's experience across our platform, including Tic:Toc, Bendigo Bank, Up, NRMA and Qantas Home Loan. This is achieved by researching ideas and transforming them into initiatives throughout the product lifecycle. Additionally, I lead the User Experience Function and Team, collaborating closely with marketers and engineers to achieve success.- Built a Design System in Figma for a new home loan application experience that exports multi-brand theme config design tokens to match the front-end framework in React.JS and Tailwind CSS.- Led the User Experience User Interface Design of our new branded Home Loans website - TiimelyHome.com.au, including designing four home loan calculators, a home loan product finder, and completing over 40 blocks/components for Sanity CMS and Tailwind CSS.- Key member of the rebrand process from Tic:Toc to Tiimely including partnering with agency, research, design strategy, naming and brand selection. Helped orchestrate the rebrand of both the B2B and B2C digital channels including websites, analytics, UX and CX. Led the RFP process for both Tiimely and Tiimely Home websites including vendor interviews and stakeholder engagement.- Developed a 'blue ocean' strategy to revolutionise the home loan experience, which later became the strategic plan for the business.- Increased conversion in the acquisition funnel - from website users to home loan application submissions - through behavioral analysis, usability principles, identifying opportunities, improving user experience, and reducing friction to completion.- Transformed and documented the conversion data points in our Home Loan applications Data Layer to optimize the advertising budget by enabling more accurate training of Google AI Smart Bidding.- Led the strategy and setup of our migration to Google Analytics 4, including GTM architecture across 5 domains and event + conversion tracking.

Responsible for the User Experience Team and UX Design function across Tic:Toc, including Customer Experience, User Experience, and Design Systems. During this period, I helped develop the Product roadmaps and led the design across multiple initiatives, including enhancements to our SaaS software XAI Validate, as well as our white-label Home Loan journeys for Bendigo Bank, Up, and Aussie Home Loans.- Led the Service Design and User Experience strategy for a new Home Loan Broker proposition, integrated into our existing home loan customer journey. Designed a three-stage approach that iterated on the customer journey while reducing operational risk.- Designed the Qantas Frequent Flyer authorisation screen within the Qantas Home Loan journey, including collaboration with the Qantas Money Product Team.- Led the migration of our SaaS product XAI Validate from Sketch to a Figma Design System that matched the front-end framework Ant.d.- Designed the XAI Serviceability module for our SaaS product.- Strategized, designed, and delivered the XAI Document module of our SaaS product, which allowed for the safe storage of customer data and enabled our future OCR offering.- Delivered a new Upfront Costs Calculator for the Tic:Toc Home Loans website.- Implemented a new Conversion Optimisation strategy for our PPC and affiliate home loan landing pages that revolutionised the way we acquired home loans and optimised the marketing budget.- Personally designed and built an interim website tictoc.ai for our Enterprise business and XAI Validate SaaS product.

Responsible for delivering great user experiences across the retail Tic:Toc Home Loans website as well as our XAI Validate SaaS product. Led the User Experience Team, which included UX Designers and React.js Front-End Engineers.- Delivered a world-class home loan consumer website ([tictoc.com.au](http://tictoc.com.au/)) with my team over a six-month period using Craft CMS, React.js, and Next.js. As an acquisition source, more than 60% of the business's revenue for the following two years was converted through this new highly optimized website. Personally led the UX Strategy and had a hands-on role in designing the UI of the website.- Set up and helped integrate MarTech stack with our websites and internal systems, including ActiveCampaign, Google Tag Manager, Google Analytics, and HotJar.- Built a UX Design and UX Engineering function with sprint rhythms to align with the Engineering team's existing sprint cadence. Set up UX Engineers to deliver React.js components for the XAI Validate SaaS product and document them in Storybook.- Led Product Designer on our SaaS lending software, XAI Validate - including User Research, User Testing, and maintenance of our Sketch Design System.- Designed and delivered XAI Validate dashboard, including key information, automation reporting, and charts.- Innovated multiple key functions in our SaaS product, including bulk editing of transaction data, user workflows, and approval processes.- Co-designed the new tic:toc, tic:toc Enterprise, and XAI Validate branding.

During my first six months at Tic:Toc, my main goal was to start the design of a brand new SaaS product that would help Credit Assessors automate Home Loan applications as well as comply with Responsible lending. I also started the Digital Strategy for a new consumer home loan website.- Selected and built the first Design System for the organization using Sketch, Ant.Design React.js front-end framework and Storybook.- Strategised, designed, and tested the first iteration of our XAI Validate SaaS product, including engaging with stakeholders, translating requirements, and user needs into mid-fidelity designs.- Created a test user group and usability testing process in collaboration with the Business Analysts. Tested the initial screen designs for Expenses, Income, and the Transaction Viewer.- Designed initial concepts for a new consumer website as well as took the business through a Digital Strategy, including goal defining, keyword research, competitive analysis, and information architecture.- Transformed the business's digital footprint, purchasing tictoc.com.au and migrating from tictochomeloans.com.- Revised the existing landing page strategy for affiliate marketing, increasing conversion.

For 11 years, I was a Partner and leader at Atomix, a leading Digital Agency in Adelaide. I was responsible for User Experience, User Interface Design, and Creative Direction. At times, I was also led the Engineering and Support teams, including website hosting.- Creative Director and Lead UX/UI Designer on key brand projects, including SouthAustralia.com, Adelaide Oval, Elders Real Estate, SA Power Networks, McMahon Services, Sydney Swans, Port Adelaide Football Club, and Zoos SA.- Strategised, designed, and delivered well over 100 websites, apps, and products as a team leader, strategist, designer, and solution architect.- Over 10 years of experience in the field of UX and UI Design or product development, working with large-scale digital experiences or applications.- Personally designed the official South Australia website, Elders Real Estate, and Adelaide Oval website.- Created harmony between design and technology - essential to creating exceptional and meaningful work, where there is constant cross-collaboration between design, user experience, strategy, and technology.- Relentless focus on developing the highest quality user experiences possible, while developing compelling user-focused experiences that align with business objectives.- Client-facing, involved from initial pre-sales meetings to project completion. Consulted on technology choice, solution architecture, and user experience strategy.

E-commerce Manager of a publishing company in the arts and crafts industry with an online turnover of more than $1.5 million per year. Led a small team of website developers and designers.Whilst working at Inspirations, my key responsibilities included:• Designed and developed online store for book and magazine publisher Country Bumpkin.• Managed three direct staff in the digital team• Oversaw entire retail area including distribution and retail store• Specialised in digital design, hosting, HTML, CSS and PHP