UX freelancer.

I strive to leave a lasting impact on organisations and customers, driving meaningful innovation and enhancing digital presences. I work across New Zealand, Australia & USA.

I’m a producer

I’m a product leader, creative, CXO, head of design – call me what you like – at the end of the day it’s about producing products people love (and that’s good for business). I seek out organisations that are progressive in human happiness, equality, inclusion and the health of the planet.

A team-builder

I’ve established and directed a number of high-performance product 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.

And a designer

I have 20 years experience in the broad field of experience design (SD, HCD, CX, UX, UI, IxD) and realising the potential of emerging technologies to bring fun, learning and wow moments to people’s lives. I have a passion for the power of collaboration, systems, connections and technology to empower and enrich people’s lives – whether it be transactional, educational or pure entertainment.


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  • Digitise to Decarbonise!

    Digitise to Decarbonise!

    Author: Zef Fugaz. Originally published Jan 2023 by Tally Group. View the original post. How to help your customers take climate action with a click. At Tally Digital, our mission is to ‘create customer experiences with good energy’. ‘Good energy’ for customers comes from the gift of knowledge, being empowered to make informed choices and…

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  • Zef’s Management Ethos

    Zef’s Management Ethos

    Now that I have over seven years experience leading and managing Design/UX teams, I’m clear on what works and what doesn’t. I’ve never been a “command and control” manager – the type who is authoritative and decisive and usually has their team living in fear. My approach in recent years has been to be the quiet one working diligently behind…

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  • You’ve mastered UX. Where to next?

    You’ve mastered UX. Where to next?

    While User Experience is, like, at least six occupations rolled into one, it’s still possible to reach a point in your career when you’re asking yourself – “There must be more to it than this!” Time for a bit of a shake-up? 1. Carry on as usual but shift into a different industry While designing…

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