Experience Design (CX/UX)

I design where customer experience meets product reality

Previously at Apple  | Currently at Xero

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I'm Siobhan

Designing at the intersection of business strategy, digital products, and human experience.

I've spent 8 years embedded inside world class product ecosystems at Apple and Xero managing front stage customer experiences and identifying systemic product friction. Now I build the solutions.

My practice sits at the convergence of CX and UX. I understand how product decisions impact the macro customer journey and business retention, not just in theory, but from the inside. My MDes grounds that operational knowledge in a rigorous understanding of visual systems, user journeys, and design thinking.