{"id":3610,"date":"2026-04-07T12:02:46","date_gmt":"2026-04-07T02:02:46","guid":{"rendered":"https:\/\/sophiegreenfield.com\/?post_type=portfolio&#038;p=3610"},"modified":"2026-04-07T13:41:27","modified_gmt":"2026-04-07T03:41:27","slug":"ing-direct-projects","status":"publish","type":"portfolio","link":"https:\/\/sophiegreenfield.com\/?portfolio=ing-direct-projects","title":{"rendered":"CommBank projects"},"content":{"rendered":"<div class=\"flex_column av_one_full  flex_column_div first  avia-builder-el-0  el_before_av_one_third  avia-builder-el-first  \" ><div   data-size='entry_without_sidebar'  data-lightbox_size='large'  data-animation='fade'  data-conditional_play=''  data-ids='3614,3615,3611'  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-1  avia-builder-el-no-sibling  '  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='34.95867768595'  class='avia-slideshow avia-slideshow-1  av-control-default av-default-height-applied avia-slideshow-entry_without_sidebar av_slideshow  avia-builder-el-1  avia-builder-el-no-sibling   avia-fade-slider '  itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><ul class='avia-slideshow-inner ' style='padding-bottom: 34.95867768595%;' ><li  class=' slide-1 ' ><div data-rel='slideshow-1' class='avia-slide-wrap '   ><img decoding=\"async\" class=\"wp-image-3614 avia-img-lazy-loading-not-3614\"  src=\"https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2026\/04\/cba1-1210x423.png\" width=\"1210\" height=\"423\" title='cba1' alt=''  itemprop=\"thumbnailUrl\"   \/><\/div><\/li><li  class=' slide-2 ' ><div data-rel='slideshow-1' class='avia-slide-wrap '   ><img decoding=\"async\" class=\"wp-image-3615 avia-img-lazy-loading-not-3615\"  src=\"https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2026\/04\/cba2-1210x423.png\" width=\"1210\" height=\"423\" title='cba2' alt=''  itemprop=\"thumbnailUrl\"   \/><\/div><\/li><li  class=' slide-3 ' ><div data-rel='slideshow-1' class='avia-slide-wrap '   ><img decoding=\"async\" class=\"wp-image-3611 avia-img-lazy-loading-not-3611\"  src=\"https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2026\/04\/CBA-1210x423.png\" width=\"1210\" height=\"423\" title='CBA' 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><\/div><\/div><\/div><div class=\"flex_column av_one_third  flex_column_div first  avia-builder-el-2  el_after_av_one_full  el_before_av_two_third  column-top-margin\" ><div  style='padding-bottom:10px; ' class='av-special-heading av-special-heading-h3 meta-heading   avia-builder-el-3  el_before_av_textblock  avia-builder-el-first  '><h3 class='av-special-heading-tag '  itemprop=\"headline\"  >CommBank<\/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 worked on a range of projects as Senior Product Designer at CBA. The most rewarding work was in the design and release of multiple <strong>product features<\/strong> for CBA&#8217;s StepPay product.\u00a0 I also had the privilege of working with the &#8216;New Product Design&#8217; team to bring a new credit card to the Australian market.<\/p>\n<p>In all my work I focus on driving strong business outcomes.<\/p>\n<div   class='hr hr-short hr-left   avia-builder-el-5  avia-builder-el-no-sibling '><span class='hr-inner ' ><span class='hr-inner-style'><\/span><\/span><\/div>\n<ul>\n<li>StepPay &#8211; +25% year-on-year growth in active customer base<\/li>\n<li>StepPay &#8211; 659,146 cumulative account sign-ups since launch<\/li>\n<li>StePay &#8211; tactical apply flow uplift targeted 3.4 million customers<\/li>\n<li>StepPay &#8211; application flow with 68% customer acquisition<\/li>\n<li>Credit Cards &#8211; Improved document upload efficiency +40%<\/li>\n<\/ul>\n<\/div><\/section><\/div><div class=\"flex_column av_two_third  flex_column_div   avia-builder-el-6  el_after_av_one_third  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-7  el_before_av_tab_container  avia-builder-el-first  '><h3 class='av-special-heading-tag '  itemprop=\"headline\"  >Project Summaries<\/h3><div class='special-heading-border'><div class='special-heading-inner-border' ><\/div><\/div><\/div><br \/>\n<div  class=\"tabcontainer   top_tab   avia-builder-el-8  el_after_av_heading  avia-builder-el-last \" role=\"tablist\">\n\n<section class=\"av_tab_section\"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div aria-controls=\"tab-id-1-content\" role=\"tab\" tabindex=\"0\" data-fake-id=\"#tab-id-1\" class=\"tab active_tab\"  itemprop=\"headline\" ><span class='tab_icon' aria-hidden='true' data-av_icon='\ue864' data-av_iconfont='entypo-fontello'><\/span>Application Process<\/div>\n<div id=\"tab-id-1-content\" class=\"tab_content active_tab_content\" aria-hidden=\"false\">\n<div class=\"tab_inner_content invers-color\"  itemprop=\"text\" >\n<p><strong>StepPay Application<\/strong><br \/>\nThe 2023 StepPay application UX uplift focused on improving clarity and expectation setting for customer acquisition.<br \/>\n<strong><br \/>\nPlatforms<\/strong><br \/>\n\u2022 IOS and Android native app<br \/>\n\u2022 Public website and digital marketing<\/p>\n<p><strong>Customer base<br \/>\n<\/strong>Targeted to 3.4 million customers via &#8216;next best conversation&#8217; CBA marketing<\/p>\n<p><strong>Business outcome<\/strong><\/p>\n<blockquote>\n<div class=\"vc_row wpb_row vc_row-fluid vc_custom_1519888812308 vc_row-o-content-middle vc_row-flex\" data-vc-full-width=\"true\" data-vc-full-width-init=\"true\">\n<div class=\"wpb_column vc_column_container vc_col-sm-10\">\n<div class=\"vc_column-inner\"><\/div>\n<\/div>\n<\/div>\n<div class=\"vc_row wpb_row vc_row-fluid vc_custom_1519887081324 vc_row-o-content-middle vc_row-flex\" data-vc-full-width=\"true\" data-vc-full-width-init=\"true\">\n<div class=\"wpb_column vc_column_container vc_col-sm-7\">\n<div class=\"vc_column-inner\">\n<div class=\"wpb_wrapper\">\n<p class=\"vc_custom_heading\">&#8220;+25% year-on-year growth in active customer base.&#8221;<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/blockquote>\n<p><strong>What was delivered<\/strong><br \/>\n\u2022 Multiple rounds of UX design, customer testing and uplift to the application flows<br \/>\n\u2022 Clearer entry points within the CommBank app<br \/>\n\u2022 Improved eligibility messaging reducing application friction<br \/>\n\u2022 Improved content alignment between the app flow and the StepPay FAQs and help content<\/p>\n<div   class='hr hr-short hr-left   avia-builder-el-9  el_before_av_hr  avia-builder-el-first '><span class='hr-inner ' ><span class='hr-inner-style'><\/span><\/span><\/div>\n\n<\/div>\n<\/div>\n<\/section>\n\n<section class=\"av_tab_section\"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div aria-controls=\"tab-id-2-content\" role=\"tab\" tabindex=\"0\" data-fake-id=\"#tab-id-2\" class=\"tab \"  itemprop=\"headline\" ><span class='tab_icon' aria-hidden='true' data-av_icon='\ue83c' data-av_iconfont='entypo-fontello'><\/span>Repayment Schedules<\/div>\n<div id=\"tab-id-2-content\" class=\"tab_content \" aria-hidden=\"true\">\n<div class=\"tab_inner_content invers-color\"  itemprop=\"text\" >\n<p><strong>StepPay Repayment Schedules<\/strong><br \/>\nThe 2026 uplift of StepPay repayment tracking addressed 20% of total customer complaint volume. The feature allows customers to view their repayments, refunds and full transaction statuses at a glance.<br \/>\n<strong><br \/>\nPlatforms<\/strong><br \/>\n\u2022 IOS and Android native app<br \/>\n\u2022 Public website and digital marketing<\/p>\n<p><strong>Customer base<br \/>\n<\/strong>Targeted to 659,146 customers via &#8216;next best conversation&#8217; CBA marketing<\/p>\n<p><strong>Business outcome<\/strong><\/p>\n<blockquote>\n<div class=\"vc_row wpb_row vc_row-fluid vc_custom_1519888812308 vc_row-o-content-middle vc_row-flex\" data-vc-full-width=\"true\" data-vc-full-width-init=\"true\">\n<div class=\"wpb_column vc_column_container vc_col-sm-10\"><\/div>\n<\/div>\n<div class=\"vc_row wpb_row vc_row-fluid vc_custom_1519887081324 vc_row-o-content-middle vc_row-flex\" data-vc-full-width=\"true\" data-vc-full-width-init=\"true\">\n<div class=\"wpb_column vc_column_container vc_col-sm-7\">\n<div class=\"vc_column-inner\">\n<div class=\"wpb_wrapper\">\n<p class=\"vc_custom_heading\">&#8220;Addressed 20% of customer complaints with reduced call-centre demand. Also, the underlying data-model improvements have laid critical foundations for future spend management capabillities.&#8221;<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/blockquote>\n<p><strong>What was delivered<\/strong><br \/>\n\u2022 UX design unified purchases, repayments, refunds and fees into a single coherent view<br \/>\n\u2022 Removed ambiguity around what customers owe, what&#8217;s been paid and why<br \/>\n\u2022 Improved clarity across all transaction labels<br \/>\n\u2022 Accurate representation of refunds, reversals, late fees and overdue statuses<\/p>\n<div   class='hr hr-short hr-left   avia-builder-el-10  el_after_av_hr  el_before_av_hr '><span class='hr-inner ' ><span class='hr-inner-style'><\/span><\/span><\/div>\n\n<\/div>\n<\/div>\n<\/section>\n\n<section class=\"av_tab_section\"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div aria-controls=\"tab-id-3-content\" role=\"tab\" tabindex=\"0\" data-fake-id=\"#tab-id-3\" class=\"tab \"  itemprop=\"headline\" ><span class='tab_icon' aria-hidden='true' data-av_icon='\ue84d' data-av_iconfont='entypo-fontello'><\/span>Document Upload<\/div>\n<div id=\"tab-id-3-content\" class=\"tab_content \" aria-hidden=\"true\">\n<div class=\"tab_inner_content invers-color\"  itemprop=\"text\" >\n<p><strong>Credit Card Applications &#8211; Document Upload\u00a0<\/strong><br \/>\nData indicated that 80% of customers were not completing their document upload for credit card applications. The UX and UI uplift in\u00a0 June 2025 drove efficiency gains with clearer instructions, better task sequencing, improved UI consistency and customer error reduction.<br \/>\n<strong><br \/>\nPlatforms<\/strong><br \/>\n\u2022 IOS and Android native app<\/p>\n<p><strong>Customer base<br \/>\n<\/strong>Targeted to all CBA credit card applicants<\/p>\n<p><strong>Business outcome<\/strong><\/p>\n<blockquote>\n<div class=\"vc_row wpb_row vc_row-fluid vc_custom_1519888812308 vc_row-o-content-middle vc_row-flex\" data-vc-full-width=\"true\" data-vc-full-width-init=\"true\">\n<div class=\"wpb_column vc_column_container vc_col-sm-10\"><\/div>\n<\/div>\n<div class=\"vc_row wpb_row vc_row-fluid vc_custom_1519887081324 vc_row-o-content-middle vc_row-flex\" data-vc-full-width=\"true\" data-vc-full-width-init=\"true\">\n<div class=\"wpb_column vc_column_container vc_col-sm-7\">\n<div class=\"vc_column-inner\">\n<div class=\"wpb_wrapper\">\n<p class=\"vc_custom_heading\">&#8220;+40% reduction in customer drop-out.&#8221;<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/blockquote>\n<p><strong>What was delivered<\/strong><br \/>\n\u2022 Increased straight through processing of applications<br \/>\n\u2022 End to end document upload UX uplift<br \/>\n\u2022 Improved copy, UI layout and interaction clarity<br \/>\n\u2022 Removal of fragmented, operationally heavy experiences<\/p>\n<div   class='hr hr-short hr-left   avia-builder-el-11  el_after_av_hr  el_before_av_hr '><span class='hr-inner ' ><span class='hr-inner-style'><\/span><\/span><\/div>\n\n<\/div>\n<\/div>\n<\/section>\n\n<section class=\"av_tab_section\"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div aria-controls=\"tab-id-4-content\" role=\"tab\" tabindex=\"0\" data-fake-id=\"#tab-id-4\" class=\"tab \"  itemprop=\"headline\" ><span class='tab_icon' aria-hidden='true' data-av_icon='\ue864' data-av_iconfont='entypo-fontello'><\/span>New Product Design<\/div>\n<div id=\"tab-id-4-content\" class=\"tab_content \" aria-hidden=\"true\">\n<div class=\"tab_inner_content invers-color\"  itemprop=\"text\" >\n<p><strong>CBA Credit Card<br \/>\n<\/strong>In 2025-6, I worked with the New Product Design team to successfully deliver CBA&#8217;s first interest free low fee credit card. Translating deep customer insight, regulatory change and modern design principles into a genuinely differentiated product.<strong><br \/>\n<\/strong><br \/>\nThe new product&#8217;s strategic aims are to:<br \/>\n\u2022 Remove interest and late-fee anxiety<br \/>\n\u2022 Make costs transparent and predictable<br \/>\n\u2022 Give customers a safe and responsible entry point to credit usage<br \/>\n\u2022 Provide flexibility beyond BNPL while staying compliant as a credit product<br \/>\n<strong><br \/>\nPlatforms<\/strong><br \/>\n\u2022 IOS and Android native app<br \/>\n\u2022 Public website and digital marketing<\/p>\n<p><strong>Customer base<br \/>\n<\/strong>Targeted to all CBA credit card customers via &#8216;next best conversation&#8217; CBA marketing<\/p>\n<p><strong>Business outcome<\/strong><\/p>\n<blockquote>\n<div class=\"vc_row wpb_row vc_row-fluid vc_custom_1519888812308 vc_row-o-content-middle vc_row-flex\" data-vc-full-width=\"true\" data-vc-full-width-init=\"true\">\n<div class=\"wpb_column vc_column_container vc_col-sm-10\"><\/div>\n<\/div>\n<div class=\"vc_row wpb_row vc_row-fluid vc_custom_1519887081324 vc_row-o-content-middle vc_row-flex\" data-vc-full-width=\"true\" data-vc-full-width-init=\"true\">\n<div class=\"wpb_column vc_column_container vc_col-sm-7\">\n<div class=\"vc_column-inner\">\n<div class=\"wpb_wrapper\">\n<p class=\"vc_custom_heading\">&#8220;A new product addressing the 23.2% year-on-year surge in credit card demand among 18-25 year old Gen Zers in early 2026.&#8221;<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/blockquote>\n<p><strong>What was delivered<\/strong><br \/>\n\u2022 A new credit card product compliant with BNPL\/LCCC reforms<br \/>\n\u2022 Simplified application flow with fewer steps and clear eligibility criteria<br \/>\n\u2022 A clear value proposition front-loaded in UX design and marketing<br \/>\n\u2022 Full alignment with the broader Cards Modernisation program ensuring future scalability and improved in-life experiences<\/p>\n<div   class='hr hr-short hr-left   avia-builder-el-12  el_after_av_hr  avia-builder-el-last '><span class='hr-inner ' ><span class='hr-inner-style'><\/span><\/span><\/div>\n\n<\/div>\n<\/div>\n<\/section>\n\n<\/div><\/div><div  style='height:30px' class='hr hr-invisible   avia-builder-el-13  el_after_av_two_third  el_before_av_textblock '><span class='hr-inner ' ><span class='hr-inner-style'><\/span><\/span><\/div>\n<section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock  '   itemprop=\"text\" ><h4 style=\"text-align: center;\">Most Recent Entries<\/h4>\n<\/div><\/section>\n<div   class='hr hr-short hr-center   avia-builder-el-15  el_after_av_textblock  el_before_av_portfolio  avia-builder-el-last '><span class='hr-inner ' ><span class='hr-inner-style'><\/span><\/span><\/div>\n<div  id=\"av-sc-portfolio-1\"  class=' grid-sort-container isotope   no_margin-container with-excerpt-container grid-total-even grid-col-4 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_fourth 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=\"260\" height=\"185\" src=\"https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2026\/04\/CBA-260x185.png\" class=\"wp-image-3611 avia-img-lazy-loading-not-3611 attachment-portfolio_small size-portfolio_small 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-projects' title='CommBank projects'>CommBank projects<\/a><\/h3><\/header><div class='grid-entry-excerpt entry-content'  itemprop=\"text\" >UX & Product Strategy<\/div><\/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_fourth  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=\"260\" height=\"185\" src=\"https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2026\/04\/Artboard-1@2x-1-260x185.png\" class=\"wp-image-3592 avia-img-lazy-loading-not-3592 attachment-portfolio_small size-portfolio_small wp-post-image\" alt=\"\" srcset=\"https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2026\/04\/Artboard-1@2x-1-260x185.png 260w, https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2026\/04\/Artboard-1@2x-1-881x630.png 881w\" sizes=\"(max-width: 260px) 100vw, 260px\" \/><\/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 class='grid-entry-excerpt entry-content'  itemprop=\"text\" >AI Communicator<\/div><\/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  product-strategy_sort responsive_sort storyboarding_sort ui_sort ux_sort research_sort  av_one_fourth  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=\"260\" height=\"185\" src=\"https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2011\/01\/INGD-DesignAbility-260x185.png\" class=\"wp-image-3339 avia-img-lazy-loading-not-3339 attachment-portfolio_small size-portfolio_small 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 class='grid-entry-excerpt entry-content'  itemprop=\"text\" >UX & Product Strategy<\/div><\/div><footer class=\"entry-footer\"><\/footer><\/article><\/div><div data-ajax-id='46' class=' grid-entry flex_column isotope-item all_sort no_margin post-entry post-entry-46 grid-entry-overview grid-loop-4 grid-parity-even  post-entry-last  product-strategy_sort ui_sort ux_sort research_sort  av_one_fourth  default_av_fullwidth '><article class='main_color inner-entry'  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><a href='https:\/\/sophiegreenfield.com\/?portfolio=ai' title='Advice Intelligence'  data-rel='grid-1' class='grid-image avia-hover-fx'> <img decoding=\"async\" width=\"260\" height=\"185\" src=\"https:\/\/sophiegreenfield.com\/wp-content\/uploads\/2011\/12\/AI-Marketing-WM-1-260x185.png\" class=\"wp-image-3302 avia-img-lazy-loading-not-3302 attachment-portfolio_small size-portfolio_small wp-post-image\" alt=\"Advice Intelligence\" \/><\/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' title='Advice Intelligence'>Advice Intelligence<\/a><\/h3><\/header><div class='grid-entry-excerpt entry-content'  itemprop=\"text\" >UX & UI Design<\/div><\/div><footer class=\"entry-footer\"><\/footer><\/article><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>UX &#038; Product 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