OVERVIEW
Working across digitally integrated accounts has always been at the heart of my career.
As a Lead Designer specialising in digital communications with a passion for building brand awareness. My experience in UX/UI/HCD and brand design allows me to create effective design strategies and visual solutions that increase engagement with users through campaigns and products.
LinkedIn Profile
Click to view my profile: https://www.linkedin.com/in/lynchpaul/
Contact Number
Just call me direct: 61 416 010 325
EXPERIENCE
Versent
Melbourne Jan 2021 - Dec 2022
Design Lead, Brand & Marketing
As Lead Design for Brand and Marketing at Versent, I supported business units to deliver on their strategies, placing business services at the centre of marketing campaigns. Collaborating with stakeholders, I ensured all design work aligned with the company’s brand values and overall objectives. Providing leadership and guidance, I consistently delivered high-quality design solutions that exceeded expectations and helped drive growth for Versent.
Viva Energy Australia (Melbourne)
Melbourne Jan 2020 - Aug 2020
Senior UX/UI Contractor
I worked as a UX/UI Designer with Viva Energy’s digital team from January to August 2020. I played a key role in the design and development of the ‘Shell Card Online Portal and Application Form,’ ensuring that the user experience was highly intuitive and the product design was visually appealing and user-friendly.
To achieve this, I conducted user research, created personas, and mapped user journeys, using the latest design tools and technologies to develop wireframes and prototypes. I collaborated closely with the development team to ensure that the design was implemented accurately and efficiently. By combining highly skilled user experience design with effective product design, I was able to deliver a solution that exceeded the teams expectations and provided a valuable asset to the business.
Watch a video of the product I designed - https://www.shell.com.au/business-customers/shell-fuel-card/shell-card-portal.html
Envato
Melbourne Oct 2018 - Aug 2019
Lead UI Designer
As the Lead UI Designer, I led the Marketing & Design team to develop engaging creative solutions for various campaigns and digital advertising projects. As a team, we utilised a range of UX/UI methodologies, such as user research, persona creation, and user journey mapping, to optimise user engagement.
In addition, I spearheaded the development of new workflow processes designed to streamline design operations and increase efficiency across a number of teams. By providing leadership and guidance, the design team improved and increased it’s ability to deliver high-quality design solutions that exceeded expectations and contributed to business growth.
My contributions as Lead UI Designer were pivotal in ensuring the team’s success in delivering visually memorable and engaging creative solutions that were optimised for user engagement and asssited in delivering revenue growth for the business.
Freelance Creative
Melbourne Jul 2014 - Jun 2017
Freelance Creative / Art Director
Freelancing for various agencies and direct to companies.
Digital Logic Marketing Solutions
Melbourne Jul 2014 - Jun 2017
Creative Director
In my leadership role, I guided individuals to deliver on the company's brand and capabilities, providing strategic direction and digital insights to ensure timely and creative solutions were delivered across relevant omni-channels. By providing unilateral leadership and strategic thinking, I empowered teams to meet clients' needs with the right outcome at the right time, reflecting the company's brand ethos and capability.
Full-time Study
Graduate Diploma Education (Primary) (2013)
Federation University (Formerly: University of Ballarat)
HIVE Creative
Melbourne Aug 2011 - Dec 2012
Design Manager
Oversee studio management, responsibilities included: art direction and design management across digital and print – ensuring client objectives were met and delivered to the highest level.
UX/UI/HCD SKILLS & EXPERIENCE
Overview
As an experienced UX/UI/HCD designer, I excel in producing world-class outcomes for a diverse range of clients. Whether working autonomously or leading a team, I’m capable of crafting a range of solutions based on utilising relevant design methodologies and processes to deliver truly intuitive and delightful experiences.
Key UX/UI/HCD Competencies
Most design projects centre on UX or HCD, with each necessitating a distinct set of competencies and methods. The eight points outlined below cover fundamental key competencies for UX/HCD; however, there are several additional techniques and approaches that can be utilized depending on the specific demands of the project, including accessibility testing, design thinking workshops, and user journey mapping. Understanding the distinct needs of each project and implementing the appropriate methods and techniques is crucial for achieving a successful outcome.
Research - My first step is to conduct research to identify user needs, behaviors, and pain points. This includes both qualitative and quantitative methods such as surveys, user interviews, or ethnographic research. Through this process, I aim to gain a deep understanding of the users and their needs.
Analysis - Once the research is complete, I need to analyze the data to identify patterns, trends, and insights that will inform the design process. This involves organizing and synthesizing data, as well as interpreting the findings in the context of the design problem.
Personas - As part of the design process, I create personas, which are fictional representations of the user. These personas are created to help me and my team understand the needs, goals, and behavior patterns of our target audience. Through this process, we can ensure that the design is tailored to meet the needs of our users.
Information Architecture - Information architecture is the process of organizing content in a logical and intuitive way. As a UX/HCD professional, I create site maps, user flows, and content inventories to ensure that the information is structured in a way that is easy to navigate and understand.
Wire-framing and Prototyping - Once the information architecture is in place, the next step is to create wireframes and prototypes to test and refine the design. Through this process, I can get feedback from users and refine the design to meet their needs.
User Testing - User testing is the process of getting feedback from users on the design. I conduct usability testing, A/B testing, and other methods to ensure that the design is effective and user-friendly. This allows me to validate the design and ensure that it meets the needs of the users.
Iteration - Based on the feedback from user testing, the design needs to be iterated and refined until it meets the needs and expectations of the user. I work with my team to analyze the feedback and make changes to the design to ensure that it is effective and user-friendly.
Implementation - Once the design is finalized, it can be implemented and launched to the target audience. I may be involved in ongoing monitoring and maintenance to ensure that the design continues to meet the needs of users over time. This may involve making updates and changes to the design based on user feedback and evolving user needs.
Key Leadership Competencies
Visionary - Ability to develop and communicate a clear vision and direction for the design team.
Strategy - Ability to develop and implement design strategies that align with business objectives and user needs.
Design Thinking - Ability to apply design thinking methodologies to solve complex problems and drive innovation.
UX/HCD Design Methods - Ability to utilize various UX/HCD design methods, including user research and analysis, information architecture and content strategy, interaction design, visual design, and accessibility and inclusivity.
Talent Management - Ability to identify and attract top design talent, provide mentorship and coaching, and foster a collaborative team culture.
Agile Methodologies - Ability to work in an agile and iterative environment, with a focus on continuous improvement and delivering value to users.
Key Team Management Competencies
Communication - Ability to communicate clearly and effectively with cross-functional teams, including developers, product managers, stakeholders.
Collaboration - Ability to foster collaboration and teamwork within the design team and with external teams.
Project Management - Ability to manage design projects from conception to launch, ensuring on-time and on-budget delivery.
Resource Management - Ability to manage design resources and budgets effectively to optimize team performance.
Performance Management - Ability to set clear goals and expectations, provide regular feedback and recognition, and manage performance issues.
UX Design Methods - Ability to guide and oversee the use of various UX/HCD design methods, including user research and analysis, information architecture and content strategy, interaction design, visual design, accessibility and inclusivity.
Technical Skills
Proficiency in design and prototyping tools - I am experienced with the tools used to create designs and prototypes, such as Sketch, Adobe Creative Suite, Figma, and InVision. My proficiency in these tools enables me to create and present designs effectively, and collaborate with other team members.
Familiarity with coding languages - Although I may not need to code, as an experienced designer, I have a solid understanding of coding languages such as HTML, CSS, and some JavaScript. This knowledge allows me to communicate effectively with developers and design products that are technically feasible.
Knowledge of web design and development best practices - As an experienced professional, I am up-to-date with web design and development best practices, including responsive design, accessibility guidelines, and performance optimization techniques. This knowledge helps me to create user-friendly, responsive products that meet the needs of users.
BRAND & MARKETING SKILLS & EXPERIENCE
Overview
As an experienced brand and marketing designer, I pride myself on delivering innovative design solutions that captivate and engage audiences. With a portfolio of exceptional work, I have a proven track record of creating visually stunning designs that align with brand identity and business goals.
Key Brand & Marketing Competencies
Brand Strategy - Understanding the brand’s values, target audience, and competition to develop a brand strategy that aligns with business goals.
Brand Identity - Creating a visual identity system that reflects the brand’s values and resonates with the target audience.
Graphic Design - Designing marketing materials such as brochures, banners, and advertisements that are visually appealing and effective in communicating key messages.
Web Design - Designing websites and digital experiences that are user-friendly, visually engaging, and consistent with the brand’s identity and values.
UX/UI Design - Designing user interfaces that are intuitive, easy to use, and enhance the user’s experience.
Content Creation - Developing content that is engaging and relevant to the target audience, and aligns with the brand’s values and messaging.
Marketing Strategy - Understanding the target audience and developing marketing strategies that are effective in reaching and engaging them.
Data Analysis - Analyzing data on user behavior and marketing performance to inform design and marketing decisions and improve results.
Project Management - Managing multiple projects simultaneously and ensuring that they are completed on time, within budget, and to a high standard.
Collaboration and Communication - Working collaboratively with other teams, stakeholders, and clients to ensure that design and marketing efforts are aligned with business goals and effectively communicate key messages.
Leadership & Team Management
Key Leadership Competencies
Vision - I create design direction aligned with business goals and use insights to differentiate brand in competition.
Innovation - I explore new design concepts and techniques to ensure that the brand stays ahead of the curve. Passionate about innovation,
I push boundaries to create impactful solutions.
I push boundaries to create impactful solutions.
Influence - With strong communication and interpersonal skills,
I can influence stakeholders to embrace new design solutions and communicate the value and benefits of design to different audiences.
I can influence stakeholders to embrace new design solutions and communicate the value and benefits of design to different audiences.
Strategic thinking - I can develop and articulate a clear design strategy that aligns with business goals and customer needs.
Creative direction - I can provide clear and actionable creative direction to designers and other stakeholders, ensuring that design work is aligned with the overall strategy.
Brand development - I can help clients develop and evolve their brand identity, including visual design, messaging, and brand guidelines.
Concept development - I can generate and refine ideas for brand campaigns, product launches, and other marketing initiatives.
Presentation skills - I am a confident and articulate presenter, able to communicate design concepts and ideas effectively to both internal and external stakeholders.
Key Team Management Competencies
Collaboration - I believe that collaboration is key to producing successful design outcomes. I enjoy working with cross-functional teams and have a talent for bringing together diverse perspectives to create cohesive and impactful design solutions.
Empathy - I approach all design challenges with a deep understanding of the user and their needs, and I encourage my team to do the same. By prioritizing empathy in our design process, we are able to create solutions that are both effective and user-friendly.
Organization - I have strong organizational skills and am able to manage design assets and resources effectively. I am able to prioritize tasks, allocate resources, and manage timelines in a way that maximizes efficiency and productivity.
Workflow management - I can develop and implement efficient workflows that enable the team to work together effectively and meet project deadlines.
Training and development - I can identify and address skills gaps within the team, providing training and development opportunities as needed.
Culture - I can cultivate a positive and inclusive team culture, creating
a supportive and engaging work environment.
a supportive and engaging work environment.
Overlapping Competencies
Client management and Communication - I can manage client relationships effectively, building trust and rapport while ensuring that design work meets or exceeds expectations.
Team Communication - I effectively communicate design concepts and ideas to team members and stakeholders to ensure project alignment and progress.
Planning - I can manage design projects from conception to completion, ensuring that they are delivered on time, within budget, and to a high standard. I am able to develop project plans that are clear, detailed, and actionable, which helps to keep the project on track and on schedule.
Adaptability - I have a talent for responding to changes and adapting design strategies accordingly. I am able to identify new opportunities and challenges, and adjust the design direction and approach as needed to ensure that the brand stays relevant and effective.
Hiring and onboarding - I can recruit and onboard talented designers, ensuring that they have the tools and resources they need to succeed.
Performance management - I can set clear expectations for team members, provide ongoing feedback and coaching, and manage performance issues as needed.
EDUCATION
Bachelor of Arts
(Visual Arts) Major in Graphic Design (1993-1996)
University of Ballarat
Certificate IV Small Business Management
Metropolitan South Institute of TAFE (2010)
Graduate Diploma Education (Primary)
Federation University - Formerly: University of Ballarat (2013)