Zef is a team builder, product strategist, experience designer and creative leader.

Product Visionary

I help envision and guide experiences for people using products and services accessed via mobile devices, tablets, websites, applications and massive-scale digital interfaces. My knowledge of both technology trends and human behaviours makes me ideally placed to help shape a future vision of your customer and product experience.


I’ve established and directed a number of high-performance design and user experience teams. My focus is to enable my team members to flourish and succeed through working collaboratively, undertaking research, envisioning solutions, designing, building, testing, delivering and gathering insights.

Designer (UX, UI, IA, IxD)

I have 20 years experience in the broad field of experience design and realising the potential of emerging technologies to bring fun, learning and wow moments to people’s lives. I’ve worked in both the digital and experiential domains as a head of design, team leader, manager and practitioner.

A bit of history…

I’m a kiwi lad with an exotic name. I grew up as a child of the hippie generation and by age 17 had struck out on my own.

My website logo way back in '94

My website banner way back in ’94.

My colourful career was launched as Assistant Editor at Tearaway Magazine in 1988. I then moved to television production and, in 1992, started work as a 3-D animator and television camera operator.

At around the same time I founded ‘Global Groove’, an eclectic radio show featuring interviews and underground music. It soon became Radio One 91FM’s top rated show. In 1994 I launched ‘Global Groove the Website’ – featuring articles, record reviews, GIF animations and even music downloads (yeah, this took ages over a 14.4 kbit/s modem!).

I’ve since worked for various tech companies in Australia and New Zealand including Fronde, Next Media (Rolling Stone), Spunk Media, Provoke Solutions, Click Suite and Powershop.

I’m currently the Head of CX Design at SleevesUp in Melbourne, Australia.

View Zef's profile on LinkedIn