About Tobias


Multidisciplinary designer with 9+ years of experience. Specializing in UX and service design, through discovery, high-fidelity prototyping, and test & learn research. Demonstrated leader and mentor of multi-disciplinary teams, delivering results for complex programs of work in a range of industries: retail, civil service, finance and non-profit.


Hello, I’m Tobias, a user experience designer from Sydney, Australia. I am a curious thinker who identifies unique patterns and connections to inform human-centred design. I’m passionate about designing great products, leading agile teams to success, and putting the user at the heart of everything I do. I believe design is an endlessly empathetic exercise in creative problem solving, and I’m inspired to find the best solution.

I graduated with Distinction from a Bachelor of Information Technology (UTS). At Woolworths I’m leading the design team for a strategic program delivering a personalized on-device experience for 200,000 staff in 1,000+ stores, rationalizing over 70 legacy apps and tools into one intuitive platform. Prior to this, I worked to enable online orders to be fulfilled more efficiently by Woolworths team members. At Deloitte, I worked on large scale digital transformation projects. I led multi-disciplinary teams of UX, UI and Content designers, along with BAs, Testers and Developers, and managed clients & stakeholders with ease. 

At the age of 11, I started my own business creating bespoke websites. Since then I have focused on creating immersive online experiences that drive user engagement and conversion. I’ve worked across a multitude of sectors and industries to create content and design-driven websites and digital identities. I have nurtured long-standing relationships with many of my clients, some for over a decade, and enjoy the challenge of adapting to wherever their business takes us. An integral part of my professional career, I continue to actively seek out new relationships to make a greater impact and broaden my experience.

A significant amount of my schooling and early career was dedicated to establishing the now internationally recognised Audio Visual (AV) program at Knox Grammar School (my high school), which sees students mentor students in exploring their passion for AV and realising their talents. Through this, I realised my own passion for experience design, and as an avid theatregoer I often consider the intersections of UX design for both digital products and the immersive design of physical experiences.

I am excited to be a part of any team and am confident I will bring a great amount of skill, experience and enthusiasm.



— Wireframes
— Rapid prototyping
— Detailed high-fidelity design
— User research/ Usability testing
— Design systems, pattern libraries 
— User flows and process documenting
— Brand & campaign development

Personal Strengths

— Strategic design thinking
— Stakeholder and risk management
— Workshop planning & facilitation
— Leading design teams
— Human centred design
— Agile delivery methodologies
— Confident and engaging presenter


— Figma
— Miro

— Adobe CC
— Sketch
— Zeplin
— Confluence & JIRA
— WordPress 


Woolworths Group  2021 - Present
WooliesX, part of Woolworths Group, Australia’s leading grocery retailer & largest private employer
Lead UX Designer (Store Operations) - 05/2023 – Present
  • Leading the ongoing strategic design and delivery of a personalized on-device experience for 200,000 staff in 1,000+ stores to rationalize over 70 legacy apps and tools into one intuitive platform
  • Leading the creation of a Design Authority and internal design system to ensure a consistent team experience
  • Coaching mid-senior designers (direct reports), supporting personal development & business objectives


Senior UX Designer (eCommerce Fulfilment) - 09/2021 – 04/2023
  • Co-creation with store teams on a broad range of UX enhancements to improve online order fulfillment, improving Pick Rate by 7.5% YoY (157 to 168.7 items per hour), for staff picking more than 1.1B items p.a.
  • Designed Always on Picture, reducing average time to find each item by 0.26s with labor benefits of $2.5M p.a.
  • Designed Wayfinding Maps to support fundamental changes to the picking walk path. Projected to unlock cost savings of $6M p.a., reduce cognitive load and enable future wayfinding features for in-store customers
  • Designed and trialed a proof of concept to give customers control over substitutions, which lifted satisfaction with substitutions by 4%, prompting a broader program expected to unlock gross profit of $16M p.a.
  • Redesigned the online out-of-stock process (physical & digital) to reduce labor costs and needs whilst balancing customer satisfaction, resulting in actualized cost savings of $1.5M p.a.
Deloitte Digital  
2015 - 2021
Senior UX Designer / Senior Consultant - 07/2019 – 09/2021
  • Led design for a program to uplift the digital management of intellectual property rights, delivering total net benefits of $2.1M in its second year, estimated to provide a cost savings of $29.17M over the next 10 years
  • Created a consistent, guided user journey to streamline over 300+ siloed processes into 26 unique requests
  • Reinvented the way 25 million users discover, interact with, and receive government services through a new, more familiar mental model and life-event oriented user journeys that span across government agencies
  • Navigated complex & disparate stakeholders, structures, and requirements to create a unified vision
UX Designer / Consultant - 09/2017 – 06/2019
  • Designed the goals-based timeline view of a Good Design® award winning hybrid-digital advice proposition
  • Designed the UX/UI of an end-to-end identity lifecycle management portal for 400,000 state government users
Analyst - 06/2015 – 09/2017
Toggle (Freelance Designer)  
2008 - Present

Freelance Web and Graphic Designer, Brand Consultant

  • Focus on digital design and build of content led, customer-focused websites and other branded collateral for corporate/non-profit entities, with lasting client relationships of 10+ years
  • Development of engaging campaigns through storytelling and visual design to drive conversion (donations)
  • Brand direction & application across digital and physical touch-points
  • Established continuing client relationships of 10+ years

Junior Business Analyst/Designer
Jan 2017 – Sept 2017

    • Analysed business processes to recommend and implement efficiencies through well designed collaboration tools, including engaging Microsoft SharePoint experiences
    • Applied the new Lendlease brand to existing tools to ensure continuity of experience
Knox Grammar School  
2014 - 2018

Master in Charge of Tech Crew
Aug 2014 – Feb 2018

Established the Knox Tech Crew - a group of 50+ boys who meet to develop skills in and explore their love for audio visual (AV) technology, while providing professional services to the School.

    • Coordinated the logistics, budgeting, planning and risk/issue management for the program
    • Led the program which grew from five to 50 students and operating budget of $0 to
    • $30,000 to support over 70 annual events, including Knox Illuminate (Oct 2015): a ‘Vivid’ like showcase to open a new building through various light/sound AV activations
    • The program was acknowledged by AVIXA (the leading AV industry body globally) as a disruptive approach to introducing high school students to the AV industry
    • Invited to present the model at various engagements locally and abroad for AVIXA


Australian Business Week (ABW) Coordinator
Mar 2015 – Sept 2017

Coordination of a week-long business simulation for Year 10 Knox, Ravenswood and Roseville College students where students collaborate to develop, promote and finance a new product.

    • Successfully planned event and logistics across three campuses for over 600 students
    • Liaised with professional speakers, industry mentors, and corporate sponsors

Speaking engagements

Accessible and inclusive design

— Colourblindness and Accessible Design – A Real Life Story

A presentation given to Deloitte Digital & Apple as part of an alliance event promoting Accessibility features built right into Apple devices.


— Integrate Expo, Sydney, 2018
— Midwich Summit, Gold Coast, 2018
— Integrate Expo, Melbourne, 2017
— Infocomm Show, Orlando, 2017


University of Technology, Sydney

Bachelor of Information Technology (Distinction)

Class of 2017
Co-operative Scholarship
President of BITsoc, 2016-17


Design System Bootcamp

Nov – Dec 2020, Online