{"id":1195,"date":"2013-04-05T16:38:18","date_gmt":"2013-04-05T16:38:18","guid":{"rendered":"http:\/\/www.kriesi.at\/themes\/enfold\/?page_id=1195"},"modified":"2026-04-01T20:28:35","modified_gmt":"2026-04-01T09:28:35","slug":"about-us","status":"publish","type":"page","link":"https:\/\/sophiegreenfield.com\/?page_id=1195","title":{"rendered":"About Us"},"content":{"rendered":"<section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock  '   itemprop=\"text\" ><h2 style=\"text-align: center;\">A little bit about me&#8230;<\/h2>\n<p style=\"text-align: center;\">I am a UX Designer with a background in UI and multichannel digital production. Currently Senior Product Designer at CBA.<\/p>\n<h4><\/h4>\n<\/div><\/section>\n<div class=\"flex_column av_one_half  flex_column_div first  avia-builder-el-1  el_after_av_textblock  el_before_av_one_half  column-top-margin\" ><div   data-size='portfolio'  data-lightbox_size='large'  data-animation='slide'  data-conditional_play=''  data-ids='3329,3328,3330,3315,3302,3313,3304'  data-video_counter='0'  data-autoplay='true'  data-bg_slider='false'  data-slide_height=''  data-handle='av_slideshow'  data-interval='5'  data-class=' avia-builder-el-2  avia-builder-el-no-sibling   avia-small-width-slider'  data-el_id=''  data-css_id=''  data-scroll_down=''  data-control_layout='av-control-default'  data-custom_markup=''  data-perma_caption=''  data-autoplay_stopper=''  data-image_attachment=''  data-min_height='0px'  data-lazy_loading='disabled'  data-default-height='80.808080808081'  class='avia-slideshow avia-slideshow-1  av-control-default av-default-height-applied avia-slideshow-portfolio av_slideshow  avia-builder-el-2  avia-builder-el-no-sibling   avia-small-width-slider avia-slide-slider '  itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><ul class='avia-slideshow-inner ' style='padding-bottom: 80.808080808081%;' ><li  class=' slide-1 ' ><div data-rel='slideshow-1' class='avia-slide-wrap '   ><img decoding=\"async\" class=\"wp-image-3329 avia-img-lazy-loading-not-3329\"  src=\"https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2011\/12\/westpac-5-495x400.png\" width=\"495\" height=\"400\" title='westpac 5' alt=''  itemprop=\"thumbnailUrl\"   \/><\/div><\/li><li  class=' slide-2 ' ><div data-rel='slideshow-1' class='avia-slide-wrap '   ><img decoding=\"async\" class=\"wp-image-3328 avia-img-lazy-loading-not-3328\"  src=\"https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2011\/12\/westpac-3-495x400.png\" width=\"495\" height=\"400\" title='westpac 3' alt=''  itemprop=\"thumbnailUrl\"   \/><\/div><\/li><li  class=' slide-3 ' ><div data-rel='slideshow-1' class='avia-slide-wrap '   ><img decoding=\"async\" class=\"wp-image-3330 avia-img-lazy-loading-not-3330\"  src=\"https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2011\/12\/westpac-4-495x400.png\" width=\"495\" height=\"400\" title='westpac 4' alt=''  itemprop=\"thumbnailUrl\"   \/><\/div><\/li><li  class=' slide-4 ' ><div data-rel='slideshow-1' class='avia-slide-wrap '   ><img decoding=\"async\" class=\"wp-image-3315 avia-img-lazy-loading-not-3315\"  src=\"https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2011\/12\/PepperSite_v3-495x400.png\" width=\"495\" height=\"400\" title='PepperSite_v3' alt=''  itemprop=\"thumbnailUrl\"   \/><\/div><\/li><li  class=' slide-5 ' ><div data-rel='slideshow-1' class='avia-slide-wrap '   ><img decoding=\"async\" class=\"wp-image-3302 avia-img-lazy-loading-not-3302\"  src=\"https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2011\/12\/AI-Marketing-WM-1-495x400.png\" width=\"495\" height=\"400\" title='Wealth Manager' alt='Advice Intelligence'  itemprop=\"thumbnailUrl\"   \/><\/div><\/li><li  class=' slide-6 ' ><div data-rel='slideshow-1' class='avia-slide-wrap '   ><img decoding=\"async\" class=\"wp-image-3313 avia-img-lazy-loading-not-3313\"  src=\"https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2011\/12\/PepperSite_v1-495x400.png\" width=\"495\" height=\"400\" title='Responsive Web' alt='Peppermoney'  itemprop=\"thumbnailUrl\"   \/><\/div><\/li><li  class=' slide-7 ' ><div data-rel='slideshow-1' class='avia-slide-wrap '   ><img decoding=\"async\" class=\"wp-image-3304 avia-img-lazy-loading-not-3304\"  src=\"https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2011\/12\/AI-Marketing-Site-v1-495x400.png\" width=\"495\" height=\"400\" title='AI Marketing Site v1' alt=''  itemprop=\"thumbnailUrl\"   \/><\/div><\/li><\/ul><div class='avia-slideshow-arrows avia-slideshow-controls'><a href='#prev' class='prev-slide' aria-hidden='true' data-av_icon='\ue87c' data-av_iconfont='entypo-fontello'>Previous<\/a><a href='#next' class='next-slide' aria-hidden='true' data-av_icon='\ue87d' data-av_iconfont='entypo-fontello'>Next<\/a><\/div><div class='avia-slideshow-dots avia-slideshow-controls'><a href='#1' class='goto-slide active' >1<\/a><a href='#2' class='goto-slide ' >2<\/a><a href='#3' class='goto-slide ' >3<\/a><a href='#4' class='goto-slide ' >4<\/a><a href='#5' class='goto-slide ' >5<\/a><a href='#6' class='goto-slide ' >6<\/a><a href='#7' class='goto-slide ' >7<\/a><\/div><\/div><\/div>\n<div class=\"flex_column av_one_half  flex_column_div   avia-builder-el-3  el_after_av_one_half  el_before_av_hr  column-top-margin\" ><div  style='padding-bottom:10px; ' class='av-special-heading av-special-heading-h3 meta-heading   avia-builder-el-4  el_before_av_textblock  avia-builder-el-first  '><h3 class='av-special-heading-tag '  itemprop=\"headline\"  >Hi there &#8211; thanks for dropping by<\/h3><div class='special-heading-border'><div class='special-heading-inner-border' ><\/div><\/div><\/div><br \/>\n<section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock  '   itemprop=\"text\" ><p>I am a &#8216;full stack&#8217; UX designer with decades of experience &#8211; currently Senior Product Designer at CBA. Previously I had 6 years consultancy experience ranging from product strategy development with ING Direct, through to UX research for Westpac. I have also recently dived deep into all things AI. I&#8217;m permanently curious about the latest UX trends, techniques and software and I&#8217;m constantly updating my skills.<\/p>\n<h4><\/h4>\n<\/div><\/section><br \/>\n<div  style='padding-bottom:15px; ' class='av-special-heading av-special-heading-h3 meta-heading   avia-builder-el-6  el_after_av_textblock  el_before_av_progress  '><h3 class='av-special-heading-tag '  itemprop=\"headline\"  >My core skills<\/h3><div class='special-heading-border'><div class='special-heading-inner-border' ><\/div><\/div><\/div><br \/>\n<div  class='avia-progress-bar-container  avia_animate_when_almost_visible  avia-builder-el-7  el_after_av_heading  avia-builder-el-last  av-flat-bar av-animated-bar '><div class='avia-progress-bar aqua-bar icon-bar-yes'><div class='progressbar-title-wrap'><div class='progressbar-icon'><span class='progressbar-char' aria-hidden='true' data-av_icon='\ue864' data-av_iconfont='entypo-fontello'><\/span><\/div><div class='progressbar-title'>Product strategy<\/div><\/div><div class='progress' ><div class='bar-outer'><div class='bar' style='width: 85%' data-progress='85'><\/div><\/div><\/div><\/div><div class='avia-progress-bar aqua-bar icon-bar-yes'><div class='progressbar-title-wrap'><div class='progressbar-icon'><span class='progressbar-char' aria-hidden='true' data-av_icon='\ue84d' data-av_iconfont='entypo-fontello'><\/span><\/div><div class='progressbar-title'>Vibe Coding<\/div><\/div><div class='progress' ><div class='bar-outer'><div class='bar' style='width: 90%' data-progress='90'><\/div><\/div><\/div><\/div><div class='avia-progress-bar teal-bar icon-bar-yes'><div class='progressbar-title-wrap'><div class='progressbar-icon'><span class='progressbar-char' aria-hidden='true' data-av_icon='\ue83c' data-av_iconfont='entypo-fontello'><\/span><\/div><div class='progressbar-title'>UX Research Synthesis and Presentation<\/div><\/div><div class='progress' ><div class='bar-outer'><div class='bar' style='width: 95%' data-progress='95'><\/div><\/div><\/div><\/div><div class='avia-progress-bar aqua-bar icon-bar-yes'><div class='progressbar-title-wrap'><div class='progressbar-icon'><span class='progressbar-char' aria-hidden='true' data-av_icon='\ue864' data-av_iconfont='entypo-fontello'><\/span><\/div><div class='progressbar-title'>UX interaction design<\/div><\/div><div class='progress' ><div class='bar-outer'><div class='bar' style='width: 95%' data-progress='95'><\/div><\/div><\/div><\/div><\/div><\/div><div   class='hr hr-short hr-center   avia-builder-el-8  el_after_av_one_half  el_before_av_section  avia-builder-el-last '><span class='hr-inner ' ><span class='hr-inner-style'><\/span><\/span><\/div>\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='av_section_1'  class='avia-section alternate_color avia-section-large avia-shadow  avia-bg-style-scroll  avia-builder-el-9  el_after_av_hr  avia-builder-el-last   container_wrap sidebar_right' style=' '  ><div class='container' ><div class='template-page content  av-content-small alpha units'><div class='post-entry post-entry-type-page post-entry-1195'><div class='entry-content-wrapper clearfix'>\n<section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock  '   itemprop=\"text\" ><h2 style=\"text-align: center;\">What my colleagues say&#8230;<\/h2>\n<\/div><\/section>\n<div   class='hr hr-short hr-center   avia-builder-el-11  el_after_av_textblock  el_before_av_testimonials '><span class='hr-inner ' ><span class='hr-inner-style'><\/span><\/span><\/div>\n<div   data-autoplay='1'  data-interval='5'  data-animation='fade'  data-hoverpause='1'  class='avia-testimonial-wrapper avia-grid-testimonials avia-grid-2-testimonials avia_animate_when_almost_visible   '>\n<section class ='avia-testimonial-row'><div class='avia-testimonial av_one_half flex_column no_margin avia-testimonial-row-1 avia-first-testimonial' ><div class='avia-testimonial_inner'  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia-testimonial-image'  itemprop=\"image\"  style='background-image:url(https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2020\/11\/MikeB-180x180.png);'><\/div><div class='avia-testimonial-content '  ><div class='avia-testimonial-markup-entry-content'  itemprop=\"text\" ><p>Sophie was instrumental in mapping out the design approach, budget and timeline for our procurement and supply chain platform (Supplylite). This contribution extended beyond what are excellent technical skills. Sophie took a genuine interest in what we were doing and tabled a number of initiatives for us to pursue outside of the usual design remit. Sophie is professional, extremely capable and importantly, a pleasure to deal with in a team environment. I would recommend Sophie to any organisation who has technical design challenges associated with a major project.<\/p>\n<\/div><\/div><div class='avia-testimonial-meta'><div class='avia-testimonial-arrow-wrap'><div class='avia-arrow'><\/div><\/div><div class='avia-testimonial-meta-mini'  itemprop=\"author\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Person\" ><strong  class='avia-testimonial-name'    itemprop=\"name\" >Mike Billingham <\/strong><span  class='avia-testimonial-subtitle '    itemprop=\"jobTitle\" >CEO<\/span><span class='hidden avia-testimonial-markup-link'  itemprop=\"url\" > www.supplylite.com<\/span> &ndash; <a class='aviablank avia-testimonial-link' href=' www.supplylite.com' rel=\u2019noopener noreferrer\u2019>Supplylite<\/a><\/div><\/div><\/div><\/div>\n<div class='avia-testimonial av_one_half flex_column no_margin avia-testimonial-row-1 avia-last-testimonial' ><div class='avia-testimonial_inner'  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia-testimonial-image'  itemprop=\"image\"  style='background-image:url(https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2020\/11\/Amanda-180x180.png);'><\/div><div class='avia-testimonial-content '  ><div class='avia-testimonial-markup-entry-content'  itemprop=\"text\" ><p>Sophie is a passionate, innovative creative who puts her heart and soul into everything she does, making her one of the most inspirational creatives I&#8217;ve worked with in my 15 year career. Whether it&#8217;s branding, interface design, interactive installation design or advertising concepting, you&#8217;ll always get an original, well-thought through solution from Sophie. If you&#8217;re looking for a strong creative lead with scads of experience, Sophie is your gal.<\/p>\n<\/div><\/div><div class='avia-testimonial-meta'><div class='avia-testimonial-arrow-wrap'><div class='avia-arrow'><\/div><\/div><div class='avia-testimonial-meta-mini'  itemprop=\"author\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Person\" ><strong  class='avia-testimonial-name'    itemprop=\"name\" >Amanda Wise<\/strong><span  class='avia-testimonial-subtitle '    itemprop=\"jobTitle\" >Lead Service Designer<\/span><span class='hidden avia-testimonial-markup-link'  itemprop=\"url\" >https:\/\/www.ato.gov.au\/<\/span> &ndash; <a class='aviablank avia-testimonial-link' href='https:\/\/www.ato.gov.au\/' rel=\u2019noopener noreferrer\u2019>Australian Government<\/a><\/div><\/div><\/div><\/div><\/section>\n<section class ='avia-testimonial-row'><div class='avia-testimonial av_one_half flex_column no_margin avia-testimonial-row-2 avia-first-testimonial' ><div class='avia-testimonial_inner'  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia-testimonial-image'  itemprop=\"image\"  style='background-image:url(https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2020\/11\/salman-180x180.png);'><\/div><div class='avia-testimonial-content '  ><div class='avia-testimonial-markup-entry-content'  itemprop=\"text\" ><p>Working with Sophie is an absolute pleasure, her attention to detail and consideration of UI related needs, such as browser compatibilities, mobile-first approach etc. makes her an exceptional UX professional. When UI developers want to work with UX professional who understands their needs, Sophie is the perfect fit.<\/p>\n<\/div><\/div><div class='avia-testimonial-meta'><div class='avia-testimonial-arrow-wrap'><div class='avia-arrow'><\/div><\/div><div class='avia-testimonial-meta-mini'  itemprop=\"author\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Person\" ><strong  class='avia-testimonial-name'    itemprop=\"name\" >Salman Shaikh<\/strong><span  class='avia-testimonial-subtitle '    itemprop=\"jobTitle\" >Lead Developer<\/span><span class='hidden avia-testimonial-markup-link'  itemprop=\"url\" >https:\/\/bastioncollective.com\/<\/span> &ndash; <a class='aviablank avia-testimonial-link' href='https:\/\/bastioncollective.com\/' rel=\u2019noopener noreferrer\u2019>Bastion Collective<\/a><\/div><\/div><\/div><\/div>\n<div class='avia-testimonial av_one_half flex_column no_margin avia-testimonial-row-2 avia-last-testimonial' ><div class='avia-testimonial_inner'  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia-testimonial-image'  itemprop=\"image\"  style='background-image:url(https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2020\/11\/Banu-180x180.png);'><\/div><div class='avia-testimonial-content '  ><div class='avia-testimonial-markup-entry-content'  itemprop=\"text\" ><p><span class=\"lt-line-clamp__line\">Sophie is very detail oriented and strives to understand the<\/span>\u00a0<span class=\"lt-line-clamp__line\">customer standpoint. That establishes the key differentiation in<\/span>\u00a0<span class=\"lt-line-clamp__line\">her work, in making sure that she is delivering the best possible<\/span>\u00a0<span class=\"lt-line-clamp__line lt-line-clamp__line--last\">outcome, for both the business and the end user.<\/span><\/p>\n<\/div><\/div><div class='avia-testimonial-meta'><div class='avia-testimonial-arrow-wrap'><div class='avia-arrow'><\/div><\/div><div class='avia-testimonial-meta-mini'  itemprop=\"author\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Person\" ><strong  class='avia-testimonial-name'    itemprop=\"name\" >Banu Raghuraman<\/strong><span  class='avia-testimonial-subtitle '    itemprop=\"jobTitle\" >Director Business Process & Analysis<\/span><span class='hidden avia-testimonial-markup-link'  itemprop=\"url\" >https:\/\/www.infotech.com\/<\/span> &ndash; <a class='aviablank avia-testimonial-link' href='https:\/\/www.infotech.com\/' rel=\u2019noopener noreferrer\u2019>Infotech Research Group<\/a><\/div><\/div><\/div><\/div><\/section>\n<\/div>\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='after_section_1'  class='main_color av_default_container_wrap container_wrap sidebar_right' style=' '  ><div class='container' ><div class='template-page content  av-content-small alpha units'><div class='post-entry post-entry-type-page post-entry-1195'><div class='entry-content-wrapper clearfix'>\n","protected":false},"excerpt":{"rendered":"A little bit about me... I am a UX Designer with a background in UI and multichannel digital production. Currently Senior Product Designer at CBA. PreviousNext1234567 Hi there &#8211; thanks for dropping by I am a 'full stack' UX designer with decades of experience - currently Senior Product Designer at CBA. Previously I had 6 [...]","protected":false},"author":1,"featured_media":0,"parent":1122,"menu_order":0,"comment_status":"open","ping_status":"open","template":"","meta":{"footnotes":""},"class_list":["post-1195","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/sophiegreenfield.com\/index.php?rest_route=\/wp\/v2\/pages\/1195","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/sophiegreenfield.com\/index.php?rest_route=\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/sophiegreenfield.com\/index.php?rest_route=\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/sophiegreenfield.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/sophiegreenfield.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1195"}],"version-history":[{"count":18,"href":"https:\/\/sophiegreenfield.com\/index.php?rest_route=\/wp\/v2\/pages\/1195\/revisions"}],"predecessor-version":[{"id":3603,"href":"https:\/\/sophiegreenfield.com\/index.php?rest_route=\/wp\/v2\/pages\/1195\/revisions\/3603"}],"up":[{"embeddable":true,"href":"https:\/\/sophiegreenfield.com\/index.php?rest_route=\/wp\/v2\/pages\/1122"}],"wp:attachment":[{"href":"https:\/\/sophiegreenfield.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1195"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}