The document discusses experience design and user experience (UX) topics. It includes a list of UX techniques and tools, quotes about the importance of understanding customer needs, and descriptions of UX projects conducted for clients in various industries. The projects involved research methods like interviews and usability testing to identify problems and opportunities, then proposed and prototyped digital solutions to improve customer experiences.

1. Competitor Analysis
Journey Mapping
IA
Personas
Prototyping
Wireframes
Workflows
Affinity Diagrams
Surveys
Interviews
Card Sort
Heuristic Analysis
Usability Testing
Workshops
Qualitative Analysis
Quantitative Analysis
Writing/Blogging
Content Analysis
Task Analysis
Responsive Design
Presentation Design
I love experience design. If I didn’t have bills I’d do it for free. I believe if
you really understand customer behaviour & continuously design your
offering around how people can, want, or need to use it rather than force
them to adapt, you’ll succeed. I think what I do is pretty important because
when your business delights customers the rewards carry great weight &
meaning for everyone … & when you understand what people need you’re
halfway to delivering something truly remarkable. After all, isn’t that what
we all want to do? I do.
David Jones | May ‘15
Problem
Gift registry market share has contracted & faces increasing competition
from online players, niche retailers & international brands. DJs offering
hasn’t evolved & a large exists between customer experience & expectation.
Achievements
Employed a range of techniques including primary research, contextual
observation, customer journey mapping workshops. Identified short, mid,
long term opportunities & wireframed digital solutions which deliver
significant improvements to the gift registry experience.
RECENT PROJECTS
ABOUT
Rhonda Sweet
Senior CX/UX Experience Design
0413 599 743
rhondamsweet@gmail.com
Newport NSW 2106
au.linkedin.com/in/rhondasweet
KNOWLEDGE
Photoshop
Axure & OmniGraffle
MS Office
HTML & CSS
Optimal Workshop
Prezi & PowerPoint
COMPUTER

2. Shoalhaven City Council – Feb ‘15
Problem
Existing website inhibited user ability to self resolve, driving up call volumes.
Client required a fresh, new website design heavily focused on improving the
IA, usability & promoting the self service functionality.
Achievements
Conducted quantitative/qualitative & competitor/best practice research,
stakeholder workshops, card sorting & user testing. Proposed responsive
solution with online reporting functionality. Wireframes unanimously
accepted by key stakeholders with minimal revision required.
RECENT PROJECTS RESPONSIVE WIREFRAMING
POS Malaysia | Aug ‘14
Problem
The nature of postal services is such that resources are dispersed across vast
geographic areas without access to high speed Internet, a computer or email
adversely impacting communications at every level.
Achievements
Conducted needs & impact assessment, workshops, researched global best
practices, documented technical/business requirements, user testing &
iterative prototyping. Staff mobile penetration rates were high therefore an
ESN solution was recommended, designed & wireframed. Build complete.
Implementation underway.

3. RECENT PROJECTS
Avant Mutual Group | Dec ‘14
Problem
The RiskIQ USP was unclear & under-utilised by customers. Avant requested the digital offering be redesigned to better
convey the benefits, stimulate engagement/uptake & provide multi-screen accessibility.
Achievements
Conducted workshops, competitor analysis, user testing & defined wireframe solution which was endorsed by key
stakeholders. Build underway.
Universal Music Australia | Nov ‘14
Problem
The existing technical eCommerce infrastructure underlying GetMusic was inflexible, offered a poor CX which drove up
complaints & created manual intervention which impacted multiple resources. Ultimately the solution inhibited the
businesses ability to meet strategic targets & objectives.
Achievements
Captured issues via stakeholder workshops, Google analytics deep dive, customer feedback analysis, solution
architectural review. Mapped out tactical CX opportunities for short term wins. Detailed long term initiatives, which
resolved technical deficiencies & enabled alignment to long-term objectives. Evangelised design-driven process to
CEO/Exec & what UX brings to the table. Left behind UX toolkit.
Optus | May ‘13
Problem
Poor customer experience across prepaid channels was driving up call centre, retail, online complaints; impacting NPS
& revenue targets.
Achievements
Mapped out Optus prepaid customer experience end-to-end across 6 channels. Analysed call centre/online/
stakeholder feedback, conducted competitor analysis to identify issues. Re-defined lifecycle to include an easier top-
up functionality. Composed persona's, delivered customer insights, communicated deficiencies, implemented key
metrics – established UX as first stage of digital initiatives.

4. EXPERIENCE
Consultant | Self-employed | Sep ‘10 – Present
Refer to recent projects
Director of Creative Services | iiWorks | May ’13 - Jun ‘14
Responsibilities
§ Define strategy, creative direction & UX for clients
§ Define marketing, social media, SEO strategy
§ Work alongside client, creative, technical teams to define information architecture, optimal usability, overall user experience
§ Account management
§ Project management of consecutive websites (creative & technical)
§ Team management: Creative, technical/development, IT support teams
Achievements
§ Seamlessly managed & motivated a large, remote working team
§ Closely mentored creative team & significantly improved quality of designs
§ Integrated UX practices within the business & built toolkits for both creative/technical teams
§ Awarded Best in Class 2014 – Interactive Media Awards
§ Creative shortlisted on www.awwwards.com & www.thefwa.com
§ Examples of creative & technical leadership: www.iiworks.com, www.manlywharf.com.au, www.laplyahotel.com,
www.pieronesydneyharbour.com.au, www.lovethatpet.com
Senior Manager Business Online - SME & Commercial | Westpac | Jan ‘09 – Jul ‘10
Responsibilities
§ Business Online P&L
§ Strategic direction of business online
§ Customer & user experience self-service online
§ Manage balanced scorecard
§ Manage, facilitate platform, portfolio & programme changes
§ Team leadership & management
§ Business cases to secure funding for change
§ Customer resolution
§ Stakeholder management across multiple channels (IT, sales, marketing, product)
§ Owner of Net Promoter Score implementation, ongoing analysis & reporting (consumer, business, corporate, ATMs)
§ Social media channel strategy & management
§ Ongoing project management of consecutive deliverables
§ Key stakeholder on Transformation project:
- designed interaction models, user task flows, UI specifications
- developed storyboards, wireframes, prototypes
- conducted iterative prototype testing
- conducted observational behaviour
- analysed data sets & teased out insights (Google analytics, call centre, online feedback, NPS, global best practices)
- developed & communicated use case scenarios
Achievements
§ Consistently delivered to my team’s balanced scorecard
§ Wrote business plan, secured funding, led creative/development & launched first Consumer/Business mobile app
§ Changed the way online teams approach change by designing & implementing a UX toolkit
§ Implemented Net Promoter Score into Business, Consumer & ATMs. Shared insights weekly to establish a customer centric
culture. Aggregated call centre data into NPS. Responsible for all Exec Team insights & reporting.
§ Supported Transformation Program use of an insights-led approach to the online strategy & design based upon the concept
that money is pervasive & integral to our experiences – therefore a deep understanding of how we interact with it was
essential to revolutionising Westpac Online. This involved a great deal of buy-in & alignment of interests with many
departments to ensure the goal of the user experience did not suffer. Sydney Design Award finalist.
eComm Consultant | Vodafone & IBM | Mar ‘08 – Dec ‘08
CX Consultant | Optus | Apr ‘07 – Jan ‘08
Director of Operations/Contract | George Patts | ‘04 – ‘05
Graphics Manager | Bain & Company | Aug ‘92 – Apr ‘05

5. EDUCATION
University of Sydney
Masters, Cognitive Psychology & HCI | Present
Interim Technology
HTML, Javascript, CSS, eComm Certifications | ‘01 – ‘03
Ontario College of Art
Bachelor of Communication & Design | ‘85 – ‘90
Etobicoke Collegiate Institute | ‘80 – ‘85
High School Diploma
References available upon request
RESPONSIVE SOLTUIONING

6. CUSTOMER JOURNEY MAPPING