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
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
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
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
