I'm a senior service designer and researcher based in Australia, with 10+ years working across government, banking, health, transport, energy, and telco.
I work at the messy, but necessary lifecycle of strategic research, service design, business model design and real-world implementation.
I also coach and mentor designers, because good design culture outlasts any single project.
I've worked across government, banking, health, transport, energy, and retail, in consulting and in-house. I have built capability and culture along with outputs and business value.
If you have complex problems I can turn them into clear, usable services.
Strategic Research, Product Discovery, Business models
Value proposition Design, UX Delivery and Change
Design and Product coaching and capability uplift
Showcase
Mable was exploring a significant shift in its business model and needed to know whether real users would follow. I led research across both sides of the marketplace to pressure-test desirability and feasibility before committing to the pivot, giving leadership the confidence to decide with evidence rather than assumption.
At the height of COVID-19, Victoria needed a fast, statewide check-in system that millions of people across all ages and abilities could actually use with high trust about privacy. I designed the visitor registration experience for Victorian venues and businesses, where adoption wasn't optional and failure had real public health consequences.
KPMG's Solutions department had a small design capability but wasn't extracting full value from it. design was being used tactically rather than strategically. I worked to shift that, building design maturity from the inside: embedding better practice, demonstrating business value through live work, and raising the bar for how design contributed to internal and external client outcomes.
Aurora Energy were introducing smart meters and had no digital self-service channel. Customers had no way to monitor or manage their electricity without visiting a service station with their card. I designed and tested their first prepaid electricity customer app from scratch, giving Tasmanian households direct control over usage and payments while reducing pressure on support teams and thereby leveraging modern tech.
Rolling out an enterprise platform across a large government organisation is only half the challenge, getting staff to actually use it is the other half. I led UX research, deep dive workshops with frontline and operational staff to understand adoption barriers and prioritise the rollout sequence, directly informing the implementation strategy and reducing the risk of low uptake and helped with efficiency in cost optimisation
Field crews recording road incidents on paper meant data arrived late, incomplete, and inconsistent creating downstream problems for traffic management ops and reporting. I led the UX research, design and testing of a digital solution that put real-time data capture in the hands of workers on the ground, improving both data quality and operational response. The solution was based on ServiceNow and for needs across multiple teams.
Public transport uptake depends on journeys feeling seamless but most Victorians move between modes in ways the system wasn't designed to support. I mapped real passenger journeys across personal and public transport to surface friction, generated future concepts, and challenge preconceptions about how journey planning should work. I provided features, enablers and customer benefit of these concepts using radical tech upgrades
Design capabilities
I mainly work in various roles which are a mix of Service Design, UX design, UX research, and product development. I've had the opportunity to bring many products to market. I collaborate closely with product managers to create product roadmaps, define minimum viable products, using research to prioritise features and align them with business and customer goals. I've also helped organisations improve their skills by showcasing the value of design through project work.
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I conduct in-depth mixed methods research and smaller ‘spikes’ to explore ideas and build confidence in direction, resulting in Now, Next, Later outcomes as Visions and ideas for MVPs
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Linking business goals to user needs and creating interventions to influence user behaviours to enhance business results, such as AARRR metrics, operational savings, revenue and North Star metric.
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Moving from a problem statement (how might we), strategic direction, or, discovery findings to creating solutions in the form of user experiences in the digital or physical space.
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Breaking down the value proposition into clear, visible, and measurable experiences through competitor analysis, idea generation, and design principles.
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Mixed methods research to test experiences (live/built) for improvements before redesigning. I use a UX issues severity matrix to prioritise fixes.
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Scenario based prototype to demonstrate the value/Proof-of-concept and complexity to senior stakeholders or for business case approvals.
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Effective workshops help us learn, contribute, and take away actionable insights. I custom-design conversations and workshops instead of cookie-cutter approaches to get optimal outcomes from participants
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I run retrospectives, future-spectives, create social contracts, definitions of ‘ready’ and ‘done’ for my team as well as quality control of UX builds and running regular structured Design Critiques.
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Working with change managers, operations, and marketing leaders to implement changes for effective adoption using models like ADKAR, enabling behavioural change for employees and customers.
Book a 30 min Discovery call here
Brands I’ve worked with
LinkedIn Recommendations
Mitali consistently sought out ways to enhance our team's work and mentored other designers. During the project, she organized various workshops and strategy sessions that helped establish the product's vision. Mitali excelled in a demanding environment, demonstrating her exceptional qualities. Her mastery of design is awe-inspiring, allowing her to effortlessly navigate various realms of innovation and earn my utmost respect. Additionally, she possesses a firm grasp of product management, further adding to her valuable skill set.
— Vikas Bhutani, Experience Designer and leader
Mitali is personable, curious and growth oriented. With extensive expertise in service design and user research, she has navigated complex and challenging environments, synthesising insights and bringing clarity to the team.
She communicates with empathy and clarity - always advocating for the user, while also bringing stakeholders and team members along on the journey. She speaks up for what is right even if it involves challenging conversations, approaching such situations with professionalism. She is also highly meticulous in her planning and attention to detail.
I cannot understate how valuable her mentorship has been to me. Drawing on her vast experience, she supported me with guidance, insights and feedback that helped me grow as a UX professional.
— Veena Madhu, UI designer
Mitali has consistently proven that, when she commits to a task or project, she will do it on time and budget. As a result of this, my leadership team have consistently put Mitali on our more challenging projects or projects with aggressive timeframes because we know Mitali will deliver as expected. Mitali is always pro-active in growth and development. She consistently applies her vast toolkit to her client work and up-skills her colleagues on new methods to deliver high quality outcomes for clients. Mitali is thoughtful and considered in how she approaches her work. This is never more essential than in high pressure environments where Mitali’s calm demeanour enables her to cut through the noise to get to the best outcome for the client.
— Shane Burford, Design Leader
I worked with Mitali on a data strategy project for Victoria's largest TAFE. She actively engaged with stakeholders at all levels, organising and leading interviews with executives, teaching staff, and students. Mitali also produced a comprehensive, detailed service blueprint. This was a key project deliverable, as it enabled senior managers to readily understand the key data management challenges facing the organisation. I believe that without Mitali's contribution, the project would not have achieved the level of success that it did. As a postscript, when I developed a service blueprint for another client, Mitali coached me on the application of the blueprinting technique, providing very helpful feedback.
— Phil Harmsworth, Lead Business Analyst