02
VistaPrint
2025
Making design service discoverable at VistaPrint
As Lead Product Designer, I led the redesign of VistaPrint’s Expert Services experience to improve the discoverability and adoption of professional design offerings earlier in the customer journey. Through user research and funnel analysis, I identified that customers struggled to understand the breadth of available services and often failed to connect with the right design solution for their needs. I redesigned the experience architecture and service discovery flow to surface expert services higher in the funnel, helping customers explore a wider range of premium product options.
The redesign delivered a +15% uplift in expert services conversion, +26% increase in add-to-cart actions, +48% growth in brief page visits, and a +73% increase in Pro Logo Design conversions, while also uncovering strategic insights around promotional placement and customer behaviour.
+73%
increase in the Pro Logo Design product conversions
+15%
uplift in expert services conversion rate
The new design features refreshed artworks, a more logical content structure, and a sticky sub-navigation that lets customers easily revisit key information as they scroll, plus a category carousel showcasing the expanded breadth of services (78 vs 10 previously).
Adding a “Why Choose VistaPrint” section helps build customer trust by clearly communicating the brand’s value, credibility, and unique benefits.
The “How It Works” section simplifies the journey into three clear steps with sharper copy, seamlessly guiding customers toward brief creation.
Including an FAQ section provides a self-serve solution for the most commonly asked questions, with a dedicated help option for customers who need further clarification or human assistance.
03
Suncorp Bank
2024
Create a feel good bank onboarding experience
As a Product Designer, I worked on the end-to-end redesign of Suncorp Bank’s mobile app origination flow, with a focus on improving clarity, reducing friction, and creating a more confidence-building account opening experience.
I conducted user research to uncover key drop-off drivers and emotional friction points, translating insights into a simplified, human-centred onboarding journey that balanced compliance requirements with usability. The redesign streamlined information architecture, improved progress transparency, and reframed complex regulatory content into clearer, more supportive interactions.
The outcome was a more intuitive and reassuring digital onboarding experience that improved completion rates, reduced abandonment, and strengthened customer trust at a critical first-touch moment.
04
Suncorp Bank
2023
Reducing 62% of calls by giving the users control over their card
As a Product Designer, I led the end-to-end redesign of the Suncorp Bank app Lost & Stolen Card reporting experience, from user research through to final delivery.
Through customer interviews and journey analysis, I identified key pain points including long call wait times, uncertainty about the reporting process, and heavy reliance on staff assistance. I translated these insights into a streamlined, self-serve digital flow that reduced friction, clarified next steps, and provided reassurance during a high-stress moment for customers.
-62%
call volume relating to card replacement.
+0.2
on App Store rating
05
The Urban Developer
2018
Boost readability with a better UX
I led the redesign of The Urban Developer website to align with the company’s evolved brand and create a more engaging reading experience for Australia’s leading property and urban development news platform.
Through stakeholder collaboration, content analysis, and UX exploration, I identified opportunities to improve content hierarchy, readability, and navigation across the site. I translated these insights into a modern, editorial-driven digital experience that strengthened brand consistency, improved content discoverability, and made it easier for readers to engage with industry news and insights.
Artwork, and other projects I do
Hello, I'm Elissa. I'm a product designer and an accessibility advocate.
I’m facinated by all forms of design, from beautifully crafted interfaces to thoughtfully designed spaces and everyday objects. I turn that curiosity into digital experiences that feel intuitive, functional, and seamlessly part of people’s lives.
I love collaborating with passionate teams to transform complex ideas into meaningful, high-impact products. If that sounds like your kind of thing, I’d love to connect.
01
VistaPrint
2025
Clarifying design services through tiering
As a Product Designer, I led the end-to-end strategy and design of a tiered service model to clarify the positioning of in-house and freelance design offerings at VistaPrint.
Through user research, journey analysis, and behavioural data, I identified that customers were confused about the differences between services — limiting adoption and impacting overall design growth. I developed and validated a structured tiering framework, designed the full experience architecture, and partnered with Product and Data Analytics to define and execute a 4-week A/B testing plan comparing two-tier and three-tier models
The experiment revealed how pricing psychology and clearer differentiation influence customer choice, demonstrating that while a two-tier model drove higher volume, a three-tier model improved margin through price anchoring. The work transformed design services from a confusing mix of offerings into a strategically positioned growth lever.
02
VistaPrint
2025
Making design service discoverable at VistaPrint
As Lead Product Designer, I led the redesign of VistaPrint’s Expert Services experience to improve the discoverability and adoption of professional design offerings earlier in the customer journey. Through user research and funnel analysis, I identified that customers struggled to understand the breadth of available services and often failed to connect with the right design solution for their needs. I redesigned the experience architecture and service discovery flow to surface expert services higher in the funnel, helping customers explore a wider range of premium product options.
The redesign delivered a +15% uplift in expert services conversion, +26% increase in add-to-cart actions, +48% growth in brief page visits, and a +73% increase in Pro Logo Design conversions, while also uncovering strategic insights around promotional placement and customer behaviour.
+73%
increase in the Pro Logo Design product conversions
+15%
uplift in expert services conversion rate
03
Suncorp Bank
2024
Create a feel good bank onboarding experience
As a Product Designer, I worked on the end-to-end redesign of Suncorp Bank’s mobile app origination flow, with a focus on improving clarity, reducing friction, and creating a more confidence-building account opening experience.
I conducted user research to uncover key drop-off drivers and emotional friction points, translating insights into a simplified, human-centred onboarding journey that balanced compliance requirements with usability. The redesign streamlined information architecture, improved progress transparency, and reframed complex regulatory content into clearer, more supportive interactions.
The outcome was a more intuitive and reassuring digital onboarding experience that improved completion rates, reduced abandonment, and strengthened customer trust at a critical first-touch moment.
04
Suncorp Bank
2023
Reducing 62% of calls by giving the users control over their card
As a Product Designer, I led the end-to-end redesign of the Suncorp Bank app Lost & Stolen Card reporting experience, from user research through to final delivery.
Through customer interviews and journey analysis, I identified key pain points including long call wait times, uncertainty about the reporting process, and heavy reliance on staff assistance. I translated these insights into a streamlined, self-serve digital flow that reduced friction, clarified next steps, and provided reassurance during a high-stress moment for customers.
-62%
call volume relating to card replacement.
+0.2
on App Store rating
05
The Urban Developer
2018
Boost readability with a better UX
I led the redesign of The Urban Developer website to align with the company’s evolved brand and create a more engaging reading experience for Australia’s leading property and urban development news platform.
Through stakeholder collaboration, content analysis, and UX exploration, I identified opportunities to improve content hierarchy, readability, and navigation across the site. I translated these insights into a modern, editorial-driven digital experience that strengthened brand consistency, improved content discoverability, and made it easier for readers to engage with industry news and insights.
01
VistaPrint
2025
Clarifying design services through tiering
I led the end-to-end strategy and design of a tiered service model to clarify the positioning of in-house and freelance design offerings at VistaPrint.
Through user research, journey analysis, and behavioural data, I identified that customers were confused about the differences between services, limiting adoption and impacting overall design growth. I developed and validated a structured tiering framework, designed the full experience architecture, and partnered with Product and Data team to define and execute a 4-week A/B testing plan comparing two-tier and three-tier models.
The experiment revealed how pricing psychology and clearer differentiation influence customer choice, demonstrating that while a two-tier model drove higher volume, a three-tier model improved margin through price anchoring. The work transformed design services from a confusing mix of offerings into a strategically positioned growth lever.
Hello, I'm Elissa. I'm a product designer and an accessibility advocate.
Hello, I'm Elissa. I'm a product designer and an accessibility advocate.
I’m facinated by all forms of design, from beautifully crafted interfaces to thoughtfully designed spaces and everyday objects. I turn that curiosity into digital experiences that feel intuitive, functional, and seamlessly part of people’s lives.
I love collaborating with passionate teams to transform complex ideas into meaningful, high-impact products. If that sounds like your kind of thing, I’d love to connect.
01
01
VistaPrint
2025
Clarifying design services through tiering
I led the end-to-end strategy and design of a tiered service model to clarify the positioning of in-house and freelance design offerings at VistaPrint.
Through user research, journey analysis, and behavioural data, I identified that customers were confused about the differences between services, limiting adoption and impacting overall design growth. I developed and validated a structured tiering framework, designed the full experience architecture, and partnered with Product and Data team to define and execute a 4-week A/B testing plan comparing two-tier and three-tier models.
The experiment revealed how pricing psychology and clearer differentiation influence customer choice, demonstrating that while a two-tier model drove higher volume, a three-tier model improved margin through price anchoring. The work transformed design services from a confusing mix of offerings into a strategically positioned growth lever.
02
02
VistaPrint
2025
Making design service discoverable at VistaPrint
I led the redesign of VistaPrint’s Expert Services experience to improve the discoverability and adoption of professional design offerings earlier in the customer journey. Through user research and funnel analysis, I identified that customers struggled to understand the breadth of available services and often failed to connect with the right design solution for their needs. I redesigned the experience architecture and service discovery flow to surface expert services higher in the funnel, helping customers explore a wider range of premium product options.
The redesign delivered a +15% uplift in expert services conversion, +26% increase in add-to-cart actions, +48% growth in brief page visits, and a +73% increase in Pro Logo Design conversions, while also uncovering strategic insights around promotional placement and customer behaviour.
+73%
increase in the Pro Logo Design product conversions
+15%
uplift in expert services conversion rate
The new design features refreshed artworks, a more logical content structure, and a sticky sub-navigation that lets customers easily revisit key information as they scroll, plus a category carousel showcasing the expanded breadth of services (78 vs 10 previously).
Adding a “Why Choose VistaPrint” section helps build customer trust by clearly communicating the brand’s value, credibility, and unique benefits.
The “How It Works” section simplifies the journey into three clear steps with sharper copy, seamlessly guiding customers toward brief creation.
Including an FAQ section provides a self-serve solution for the most commonly asked questions, with a dedicated help option for customers who need further clarification or human assistance.
03
03
Suncorp Bank
2024
Create a feel good bank onboarding experience
I worked on the end-to-end redesign of Suncorp Bank’s mobile app origination flow, with a focus on improving clarity, reducing friction, and creating a more confidence-building account opening experience.
I conducted user research to uncover key drop-off drivers and emotional friction points, translating insights into a simplified, human-centred onboarding journey that balanced compliance requirements with usability. The redesign streamlined information architecture, improved progress transparency, and reframed complex regulatory content into clearer, more supportive interactions.
The outcome was a more intuitive and reassuring digital onboarding experience that improved completion rates, reduced abandonment, and strengthened customer trust at a critical first-touch moment.
04
04
Suncorp Bank
2023
Reducing 62% of calls by giving the users control over their card
I led the end-to-end redesign of the Suncorp Bank app Lost & Stolen Card reporting experience, from user research through to final delivery.
Through customer interviews and journey analysis, I identified key pain points including long call wait times, uncertainty about the reporting process, and heavy reliance on staff assistance. I translated these insights into a streamlined, self-serve digital flow that reduced friction, clarified next steps, and provided reassurance during a high-stress moment for customers.
-62%
call volume relating to card replacement.
+0.2
on App Store rating
05
05
The Urban Developer
2018
Boost readability with a better UX
I led the redesign of The Urban Developer website to align with the company’s evolved brand and create a more engaging reading experience for Australia’s leading property and urban development news platform.
Through stakeholder collaboration, content analysis, and UX exploration, I identified opportunities to improve content hierarchy, readability, and navigation across the site. I translated these insights into a modern, editorial-driven digital experience that strengthened brand consistency, improved content discoverability, and made it easier for readers to engage with industry news and insights.