{"id":734,"date":"2013-04-01T15:37:54","date_gmt":"2013-04-01T15:37:54","guid":{"rendered":"http:\/\/www.kriesi.at\/themes\/enfold\/?page_id=734"},"modified":"2026-04-07T11:45:52","modified_gmt":"2026-04-07T01:45:52","slug":"homepage","status":"publish","type":"page","link":"https:\/\/sophiegreenfield.com\/","title":{"rendered":"Homepage"},"content":{"rendered":"<div id='layer_slider_1'  class='avia-layerslider main_color avia-shadow  avia-builder-el-0  el_before_av_one_third  avia-builder-el-first  container_wrap sidebar_right' style='  height: 471px;' ><\/div><div id='after_layer_slider_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-734'><div class='entry-content-wrapper clearfix'>\n<div class=\"flex_column av_one_third  flex_column_div first  avia-builder-el-1  el_after_av_layerslider  el_before_av_one_third  avia-builder-el-first  \" ><article  class=\"iconbox iconbox_left    avia-builder-el-2  avia-builder-el-no-sibling  \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class=\"iconbox_content\"><header class=\"entry-content-header\"><div class=\"iconbox_icon heading-color\" aria-hidden='true' data-av_icon='\ue84d' data-av_iconfont='entypo-fontello'  ><\/div><h3 class='iconbox_content_title  '  itemprop=\"headline\"  >AI Enabled Design<\/h3><\/header><div class='iconbox_content_container  '  itemprop=\"text\"  ><p>Multi channel customer journey mapping, <strong>vibe coded prototyping<\/strong>. Creating complex, evidence based designs at an enterprise level.<\/p>\n<\/div><\/div><footer class=\"entry-footer\"><\/footer><\/article><\/div><div class=\"flex_column av_one_third  flex_column_div   avia-builder-el-3  el_after_av_one_third  el_before_av_one_third  \" ><article  class=\"iconbox iconbox_left    avia-builder-el-4  avia-builder-el-no-sibling  \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class=\"iconbox_content\"><header class=\"entry-content-header\"><div class=\"iconbox_icon heading-color\" aria-hidden='true' data-av_icon='\ue83c' data-av_iconfont='entypo-fontello'  ><\/div><h3 class='iconbox_content_title  '  itemprop=\"headline\"  >Data Driven UX<\/h3><\/header><div class='iconbox_content_container  '  itemprop=\"text\"  ><p>Data driven UX research and <strong>customer feedback analysis<\/strong>, hypothesis validation and AI assisted research synthesis.<\/p>\n<\/div><\/div><footer class=\"entry-footer\"><\/footer><\/article><\/div><div class=\"flex_column av_one_third  flex_column_div   avia-builder-el-5  el_after_av_one_third  el_before_av_section  avia-builder-el-last  \" ><article  class=\"iconbox iconbox_left    avia-builder-el-6  avia-builder-el-no-sibling  \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class=\"iconbox_content\"><header class=\"entry-content-header\"><div class=\"iconbox_icon heading-color\" aria-hidden='true' data-av_icon='\ue864' data-av_iconfont='entypo-fontello'  ><\/div><h3 class='iconbox_content_title  '  itemprop=\"headline\"  >Product Strategy<\/h3><\/header><div class='iconbox_content_container  '  itemprop=\"text\"  ><p>Outcome driven product strategy using the\u00a0<strong>Silicon Valley Product Operating Model<\/strong> best practice.<\/p>\n<\/div><\/div><footer class=\"entry-footer\"><\/footer><\/article><\/div><\/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-7  el_after_av_one_third  el_before_av_section   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-734'><div class='entry-content-wrapper clearfix'>\n<div class=\"flex_column av_one_full  flex_column_div first  avia-builder-el-8  avia-builder-el-no-sibling  \" ><section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock  '   itemprop=\"text\" ><h2 style=\"text-align: center;\">Sophie&#8217;s recent UX work<\/h2>\n<\/div><\/section><br \/>\n<div   class='hr hr-short hr-center   avia-builder-el-10  el_after_av_textblock  el_before_av_textblock '><span class='hr-inner ' ><span class='hr-inner-style'><\/span><\/span><\/div><br \/>\n<section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock  '   itemprop=\"text\" ><p style=\"text-align: center;\">A handful of recent projects &#8211; with examples ranging from <strong>product strategy and new product launch<\/strong>\u00a0for CommBank,<br \/>\nthrough to <strong>AI Education<\/strong> and communication in public forums and the CommBank Design University.<\/p>\n<\/div><\/section><br \/>\n<div  style='height:70px' class='hr hr-invisible   avia-builder-el-12  el_after_av_textblock  el_before_av_portfolio  avia-builder-el-last '><span class='hr-inner ' ><span class='hr-inner-style'><\/span><\/span><\/div><br \/>\n<div  id=\"av-sc-portfolio-1\"  class=' grid-sort-container isotope   no_margin-container with-title-container grid-total-odd grid-col-3 grid-links-' data-portfolio-id='1'><div data-ajax-id='3610' class=' grid-entry flex_column isotope-item all_sort no_margin post-entry post-entry-3610 grid-entry-overview grid-loop-1 grid-parity-odd  product-strategy_sort responsive_sort storyboarding_sort ui_sort ux_sort research_sort  av_one_third first default_av_fullwidth '><article class='main_color inner-entry'  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><a href='https:\/\/sophiegreenfield.com\/?portfolio=ing-direct-projects' title='CommBank projects'  data-rel='grid-1' class='grid-image avia-hover-fx'> <img decoding=\"async\" width=\"495\" height=\"400\" src=\"https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2026\/04\/CBA-495x400.png\" class=\"wp-image-3611 avia-img-lazy-loading-not-3611 attachment-portfolio size-portfolio wp-post-image\" alt=\"\" srcset=\"https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2026\/04\/CBA-495x400.png 495w, https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2026\/04\/CBA-300x242.png 300w, https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2026\/04\/CBA-1030x831.png 1030w, https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2026\/04\/CBA-768x620.png 768w, https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2026\/04\/CBA-845x684.png 845w, https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2026\/04\/CBA-705x569.png 705w, https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2026\/04\/CBA.png 1274w\" sizes=\"(max-width: 495px) 100vw, 495px\" \/><\/a><div class='grid-content'><div class='avia-arrow'><\/div><header class=\"entry-content-header\"><h3 class='grid-entry-title entry-title '  itemprop=\"headline\" ><a href='https:\/\/sophiegreenfield.com\/?portfolio=ing-direct-projects' title='CommBank projects'>CommBank projects<\/a><\/h3><\/header><\/div><footer class=\"entry-footer\"><\/footer><\/article><\/div><div data-ajax-id='3536' class=' grid-entry flex_column isotope-item all_sort no_margin post-entry post-entry-3536 grid-entry-overview grid-loop-2 grid-parity-even  public-speaking_sort research_sort  av_one_third  default_av_fullwidth '><article class='main_color inner-entry'  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><a href='https:\/\/sophiegreenfield.com\/?portfolio=ai-enabled-design' title='Public Speaking'  data-rel='grid-1' class='grid-image avia-hover-fx'> <img decoding=\"async\" width=\"495\" height=\"400\" src=\"https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2026\/04\/Artboard-1@2x-1-495x400.png\" class=\"wp-image-3592 avia-img-lazy-loading-not-3592 attachment-portfolio size-portfolio wp-post-image\" alt=\"\" srcset=\"https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2026\/04\/Artboard-1@2x-1-495x400.png 495w, https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2026\/04\/Artboard-1@2x-1-845x684.png 845w\" sizes=\"(max-width: 495px) 100vw, 495px\" \/><\/a><div class='grid-content'><div class='avia-arrow'><\/div><header class=\"entry-content-header\"><h3 class='grid-entry-title entry-title '  itemprop=\"headline\" ><a href='https:\/\/sophiegreenfield.com\/?portfolio=ai-enabled-design' title='Public Speaking'>Public Speaking<\/a><\/h3><\/header><\/div><footer class=\"entry-footer\"><\/footer><\/article><\/div><div data-ajax-id='3441' class=' grid-entry flex_column isotope-item all_sort no_margin post-entry post-entry-3441 grid-entry-overview grid-loop-3 grid-parity-odd  post-entry-last  product-strategy_sort responsive_sort storyboarding_sort ui_sort ux_sort research_sort  av_one_third  default_av_fullwidth '><article class='main_color inner-entry'  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><a href='https:\/\/sophiegreenfield.com\/?portfolio=ing-direct-case-study' title='ING Direct projects'  data-rel='grid-1' class='grid-image avia-hover-fx'> <img decoding=\"async\" width=\"495\" height=\"400\" src=\"https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2011\/01\/INGD-DesignAbility-495x400.png\" class=\"wp-image-3339 avia-img-lazy-loading-not-3339 attachment-portfolio size-portfolio wp-post-image\" alt=\"\" \/><\/a><div class='grid-content'><div class='avia-arrow'><\/div><header class=\"entry-content-header\"><h3 class='grid-entry-title entry-title '  itemprop=\"headline\" ><a href='https:\/\/sophiegreenfield.com\/?portfolio=ing-direct-case-study' title='ING Direct projects'>ING Direct projects<\/a><\/h3><\/header><\/div><footer class=\"entry-footer\"><\/footer><\/article><\/div><\/div><br \/>\n<div   class='hr hr-short hr-center   avia-builder-el-14  el_after_av_portfolio  el_before_av_textblock  avia-builder-el-first '><span class='hr-inner ' ><span class='hr-inner-style'><\/span><\/span><\/div><br \/>\n<section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock  '   itemprop=\"text\" ><p style=\"text-align: center;\"><a href=\"https:\/\/sophiegreenfield.com\/?page_id=2632\">Find out a bit more&#8230;<\/a><\/p>\n<\/div><\/section><br \/>\n<div   class='hr hr-short hr-center   avia-builder-el-16  el_after_av_textblock  avia-builder-el-last '><span class='hr-inner ' ><span class='hr-inner-style'><\/span><\/span><\/div><\/div>\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='av_section_2'  class='avia-section main_color avia-section-large avia-no-shadow  avia-bg-style-scroll  avia-builder-el-17  el_after_av_section  el_before_av_section   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-734'><div class='entry-content-wrapper clearfix'>\n<div class=\"flex_column av_one_half  flex_column_div first  avia-builder-el-18  el_before_av_one_half  avia-builder-el-first  \" ><div  class='avia-gallery  avia-gallery-1 avia_lazyload avia-gallery-animate avia_animate_when_visible  avia-builder-el-19  avia-builder-el-no-sibling '  itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><a class='avia-gallery-big fakeLightbox lightbox avia-gallery-big-crop-thumb ' href='https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2011\/12\/AI-Marketing-Site-v1.png'  data-onclick='1' title='Advice Intelligence &#8211; Marketing site' ><span class='avia-gallery-big-inner'  itemprop=\"thumbnailUrl\" ><img decoding=\"async\" class=\"wp-image-3304 avia-img-lazy-loading-not-3304\"  width=\"495\" height=\"400\" src=\"https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2011\/12\/AI-Marketing-Site-v1-495x400.png\" title='AI Marketing Site v1' alt='' \/>\t<span class='avia-gallery-caption'>Advice Intelligence &#8211; Marketing site<\/span><\/span><\/a><div class='avia-gallery-thumb'> <a href='https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2011\/12\/AI-Marketing-Site-v1.png' data-rel='gallery-1' data-prev-img='https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2011\/12\/AI-Marketing-Site-v1-495x400.png' class='first_thumb lightbox ' data-onclick='1' title='Advice Intelligence &#8211; Marketing site'  itemprop=\"thumbnailUrl\"  ><img decoding=\"async\" class=\"wp-image-3304 avia-img-lazy-loading-not-3304\"  data-avia-tooltip='Advice Intelligence &#8211; Marketing site' 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='' \/><\/a> <a href='https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2011\/12\/AI-Marketing-WM-1.png' data-rel='gallery-1' data-prev-img='https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2011\/12\/AI-Marketing-WM-1-495x400.png' class='lightbox ' data-onclick='2' title='Advice Intelligence &#8211; Wealth manager'  itemprop=\"thumbnailUrl\"  ><img decoding=\"async\" class=\"wp-image-3302 avia-img-lazy-loading-not-3302\"  data-avia-tooltip='Advice Intelligence &#8211; Wealth manager' 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' \/><\/a> <a href='https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2011\/12\/AI-Marketing-WM-2.png' data-rel='gallery-1' data-prev-img='https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2011\/12\/AI-Marketing-WM-2-495x400.png' class='lightbox ' data-onclick='3' title='Advice Intelligence &#8211; Marketing site'  itemprop=\"thumbnailUrl\"  ><img decoding=\"async\" class=\"wp-image-3305 avia-img-lazy-loading-not-3305\"  data-avia-tooltip='Advice Intelligence &#8211; Marketing site' src=\"https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2011\/12\/AI-Marketing-WM-2-495x400.png\" width=\"495\" height=\"400\"  title='AI Marketing WM 2' alt='' \/><\/a> <a href='https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2011\/01\/INGD-Product1.png' data-rel='gallery-1' data-prev-img='https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2011\/01\/INGD-Product1-495x400.png' class='lightbox ' data-onclick='4' title='ING DIrect &#8211; Product Concepts'  itemprop=\"thumbnailUrl\"  ><img decoding=\"async\" class=\"wp-image-3338 avia-img-lazy-loading-not-3338\"  data-avia-tooltip='ING DIrect &#8211; Product Concepts' src=\"https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2011\/01\/INGD-Product1-495x400.png\" width=\"495\" height=\"400\"  title='INGD Product1' alt='' \/><\/a> <a href='https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2011\/01\/INGD-DesignAbility.png' data-rel='gallery-1' data-prev-img='https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2011\/01\/INGD-DesignAbility-495x400.png' class='lightbox ' data-onclick='5' title='ING Direct &#8211; Design Ability Hackathon'  itemprop=\"thumbnailUrl\"  ><img decoding=\"async\" class=\"wp-image-3339 avia-img-lazy-loading-not-3339\"  data-avia-tooltip='ING Direct &#8211; Design Ability Hackathon' src=\"https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2011\/01\/INGD-DesignAbility-495x400.png\" width=\"495\" height=\"400\"  title='INGD DesignAbility' alt='' \/><\/a> <a href='https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2011\/12\/westpac-2.png' data-rel='gallery-1' data-prev-img='https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2011\/12\/westpac-2-495x400.png' class='lightbox ' data-onclick='6' title='Westpac &#8211; Product research'  itemprop=\"thumbnailUrl\"  ><img decoding=\"async\" class=\"wp-image-3331 avia-img-lazy-loading-not-3331\"  data-avia-tooltip='Westpac &#8211; Product research' src=\"https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2011\/12\/westpac-2-495x400.png\" width=\"495\" height=\"400\"  title='Customer journey' alt='Westpac' \/><\/a> <a href='https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2011\/12\/westpac-3.png' data-rel='gallery-1' data-prev-img='https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2011\/12\/westpac-3-495x400.png' class='lightbox ' data-onclick='7' title='Westpac &#8211; User journey'  itemprop=\"thumbnailUrl\"  ><img decoding=\"async\" class=\"wp-image-3328 avia-img-lazy-loading-not-3328\"  data-avia-tooltip='Westpac &#8211; User journey' src=\"https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2011\/12\/westpac-3-495x400.png\" width=\"495\" height=\"400\"  title='westpac 3' alt='' \/><\/a> <a href='https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2011\/12\/PepperSite_v3.png' data-rel='gallery-1' data-prev-img='https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2011\/12\/PepperSite_v3-495x400.png' class='first_thumb lightbox ' data-onclick='8' title='Peppermoney &#8211; UX\/UI'  itemprop=\"thumbnailUrl\"  ><img decoding=\"async\" class=\"wp-image-3315 avia-img-lazy-loading-not-3315\"  data-avia-tooltip='Peppermoney &#8211; UX\/UI' src=\"https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2011\/12\/PepperSite_v3-495x400.png\" width=\"495\" height=\"400\"  title='PepperSite_v3' alt='' \/><\/a> <a href='https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2011\/12\/PepperSite_v4.png' data-rel='gallery-1' data-prev-img='https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2011\/12\/PepperSite_v4-495x400.png' class='lightbox ' data-onclick='9' title='Peppermoney &#8211; UX\/UI'  itemprop=\"thumbnailUrl\"  ><img decoding=\"async\" class=\"wp-image-3314 avia-img-lazy-loading-not-3314\"  data-avia-tooltip='Peppermoney &#8211; UX\/UI' src=\"https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2011\/12\/PepperSite_v4-495x400.png\" width=\"495\" height=\"400\"  title='PepperSite_v4' alt='' \/><\/a> <a href='https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2011\/12\/westpac-5.png' data-rel='gallery-1' data-prev-img='https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2011\/12\/westpac-5-495x400.png' class='lightbox ' data-onclick='10' title='Westpac &#8211; Product storyboard'  itemprop=\"thumbnailUrl\"  ><img decoding=\"async\" class=\"wp-image-3329 avia-img-lazy-loading-not-3329\"  data-avia-tooltip='Westpac &#8211; Product storyboard' src=\"https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2011\/12\/westpac-5-495x400.png\" width=\"495\" height=\"400\"  title='westpac 5' alt='' \/><\/a> <a href='https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2011\/12\/westpac-4.png' data-rel='gallery-1' data-prev-img='https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2011\/12\/westpac-4-495x400.png' class='lightbox ' data-onclick='11' title='Westpac &#8211; Product storyboard'  itemprop=\"thumbnailUrl\"  ><img decoding=\"async\" class=\"wp-image-3330 avia-img-lazy-loading-not-3330\"  data-avia-tooltip='Westpac &#8211; Product storyboard' src=\"https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2011\/12\/westpac-4-495x400.png\" width=\"495\" height=\"400\"  title='westpac 4' alt='' \/><\/a><\/div><\/div><\/div><div class=\"flex_column av_one_half  flex_column_div   avia-builder-el-20  el_after_av_one_half  avia-builder-el-last  \" ><section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock  '   itemprop=\"text\" ><h2>About my folio&#8230;<\/h2>\n<\/div><\/section><br \/>\n<div   class='hr hr-short hr-left   avia-builder-el-22  el_after_av_textblock  el_before_av_textblock '><span class='hr-inner ' ><span class='hr-inner-style'><\/span><\/span><\/div><br \/>\n<section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock  '   itemprop=\"text\" ><p>I have 20 years of experience as a <strong>product designer<\/strong> and <strong>UX consultant<\/strong>. The selection of work in this folio is succinct &#8211; representing the most recent challenges and learnings.<\/p>\n<ul>\n<li><strong>AI enabled product design<\/strong> &#8211; Educating designers on AI ways of working<\/li>\n<li><strong>Product strategy<\/strong> &#8211; for CommBank credit cards<\/li>\n<li><strong>Feature design and delivery<\/strong> &#8211; StepPay product features for CommBank<\/li>\n<li><strong>Customer research<\/strong> &#8211; for Business Banking and Credit cards at Westpac<\/li>\n<li><strong>Product strategy<\/strong> <strong>and storyboarding<\/strong> &#8211; for ING Direct financial products<\/li>\n<li><b>UX Design <\/b>&#8211;\u00a0for Fintech startup, Advice Intelligence<\/li>\n<li><strong>Responsive UI<\/strong> &#8211; and information architecture for Peppermoney<\/li>\n<\/ul>\n<\/div><\/section><br \/>\n<div   class='hr hr-short hr-left   avia-builder-el-24  el_after_av_textblock  el_before_av_button '><span class='hr-inner ' ><span class='hr-inner-style'><\/span><\/span><\/div><br \/>\n<div  class='avia-button-wrap avia-button-left  avia-builder-el-25  el_after_av_hr  avia-builder-el-last ' ><a href='https:\/\/sophiegreenfield.com\/?page_id=2632'  class='avia-button  avia-color-theme-color-subtle   avia-icon_select-yes-left-icon avia-size-large avia-position-left '   ><span class='avia_button_icon avia_button_icon_left ' aria-hidden='true' data-av_icon='\ue850' data-av_iconfont='entypo-fontello'><\/span><span class='avia_iconbox_title' >View my folio<\/span><\/a><\/div><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='av_section_3'  class='avia-section alternate_color avia-section-large avia-shadow  avia-bg-style-scroll  avia-builder-el-26  el_after_av_section  el_before_av_section   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-734'><div class='entry-content-wrapper clearfix'>\n<div class=\"flex_column av_one_half  flex_column_div first  avia-builder-el-27  el_before_av_one_half  avia-builder-el-first  \" ><section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock  '   itemprop=\"text\" ><h2 style=\"text-align: right;\">About me<\/h2>\n<\/div><\/section><br \/>\n<div   class='hr hr-short hr-right   avia-builder-el-29  el_after_av_textblock  el_before_av_textblock '><span class='hr-inner ' ><span class='hr-inner-style'><\/span><\/span><\/div><br \/>\n<section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock  '   itemprop=\"text\" ><p style=\"text-align: left;\"><span class=\"lt-line-clamp__raw-line\">UX Designer with a background in UI and multichannel digital production. Currently Senior Product Designer at CBA.<\/span><\/p>\n<p style=\"text-align: left;\">What I&#8217;ve been doing over the last few months:<\/p>\n<p style=\"text-align: left;\">\u2022 Teaching AI enabled product design<br \/>\n\u2022 Presenting OOUX ways of working<br \/>\n\u2022 Prototype development in Figma Make<br \/>\n\u2022 Usability testing, research synthesis with Dovetail AI<br \/>\n\u2022 Building AI Copilot Agents to assist UX designers<br \/>\n\u2022 Driving innovation in AI enabled design initiatives<br \/>\n\u2022 Embedding Agentic AI in product design concepts<\/p>\n<\/div><\/section><br \/>\n<div   class='hr hr-short hr-right   avia-builder-el-31  el_after_av_textblock  el_before_av_button '><span class='hr-inner ' ><span class='hr-inner-style'><\/span><\/span><\/div><br \/>\n<div  class='avia-button-wrap avia-button-right  avia-builder-el-32  el_after_av_hr  avia-builder-el-last ' ><a href='https:\/\/sophiegreenfield.com\/?page_id=1167'  class='avia-button  avia-color-theme-color-subtle   avia-icon_select-yes-left-icon avia-size-large avia-position-right '   ><span class='avia_button_icon avia_button_icon_left ' aria-hidden='true' data-av_icon='\ue805' data-av_iconfont='entypo-fontello'><\/span><span class='avia_iconbox_title' >Get in touch<\/span><\/a><\/div><\/div><div class=\"flex_column av_one_half  flex_column_div   avia-builder-el-33  el_after_av_one_half  avia-builder-el-last  \" ><div  class='avia-icon-list-container   avia-builder-el-34  avia-builder-el-no-sibling '><ul class='avia-icon-list avia-icon-list-left av-iconlist-big avia_animate_when_almost_visible avia-iconlist-animate'>\n<li><div  class='iconlist_icon  avia-font-entypo-fontello'><span class='iconlist-char ' aria-hidden='true' data-av_icon='\ue856' data-av_iconfont='entypo-fontello'><\/span><\/div><article class=\"article-icon-entry \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='iconlist_content_wrap'><header class=\"entry-content-header\"><h4 class='av_iconlist_title iconlist_title   '  itemprop=\"headline\"  >Prototyping<\/h4><\/header><div class='iconlist_content  '  itemprop=\"text\"  ><p>I&#8217;ve spent the last few years prototyping with a range of IDEs from Loveable to Figma Make.<\/p>\n<\/div><\/div><footer class=\"entry-footer\"><\/footer><\/article><div class='iconlist-timeline'><\/div><\/li>\n<li><div  class='iconlist_icon  avia-font-entypo-fontello'><span class='iconlist-char ' aria-hidden='true' data-av_icon='\ue83c' data-av_iconfont='entypo-fontello'><\/span><\/div><article class=\"article-icon-entry \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='iconlist_content_wrap'><header class=\"entry-content-header\"><h4 class='av_iconlist_title iconlist_title   '  itemprop=\"headline\"  >UX Research<\/h4><\/header><div class='iconlist_content  '  itemprop=\"text\"  ><p>I&#8217;ve refined my research synthesis skills using Dovetail AI and Atlassian&#8217;s Rovo. I drive both qual and quant research initiatives from test scripts to actionable insights.<\/p>\n<\/div><\/div><footer class=\"entry-footer\"><\/footer><\/article><div class='iconlist-timeline'><\/div><\/li>\n<li><div  class='iconlist_icon  avia-font-entypo-fontello'><span class='iconlist-char ' aria-hidden='true' data-av_icon='\ue864' data-av_iconfont='entypo-fontello'><\/span><\/div><article class=\"article-icon-entry \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='iconlist_content_wrap'><header class=\"entry-content-header\"><h4 class='av_iconlist_title iconlist_title   '  itemprop=\"headline\"  >Product Strategy<\/h4><\/header><div class='iconlist_content  '  itemprop=\"text\"  ><p>I love the challenge of product design and have developed new products from concept to delivery for CommBank.<\/p>\n<\/div><\/div><footer class=\"entry-footer\"><\/footer><\/article><div class='iconlist-timeline'><\/div><\/li>\n<li><div  class='iconlist_icon  avia-font-entypo-fontello'><span class='iconlist-char ' aria-hidden='true' data-av_icon='\ue863' data-av_iconfont='entypo-fontello'><\/span><\/div><article class=\"article-icon-entry \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='iconlist_content_wrap'><header class=\"entry-content-header\"><h4 class='av_iconlist_title iconlist_title   '  itemprop=\"headline\"  >AI driven UI<\/h4><\/header><div class='iconlist_content  '  itemprop=\"text\"  ><p>I have hands-on experience refining UI components for the CBA Lumen enterprise library. Plus working on server driven UI and integrating Figma MCP.<\/p>\n<\/div><\/div><footer class=\"entry-footer\"><\/footer><\/article><div class='iconlist-timeline'><\/div><\/li>\n<\/ul><\/div><\/div>\n\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='av_section_4'  class='avia-section alternate_color avia-section-large avia-shadow  avia-bg-style-scroll  avia-builder-el-35  el_after_av_section  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-734'><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-37  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_4'  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-734'><div class='entry-content-wrapper clearfix'>\n","protected":false},"excerpt":{"rendered":"<p>This is a Page excerpt. 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