Joachim
Melbourne, Australia
My journey in the world of design has been anything but linear, and honestly, I think that's been a real asset. Before I dove headfirst into the world of UX/UI back in 2021, I spent years shaping tangible experiences — designing physical products and even the flow of retail spaces. That hands-on experience gave me a solid understanding of how people interact with their surroundings, a perspective I now bring to crafting thoughtful digital solutions. For me, good design, whether it's something you hold or something you click, always comes down to understanding the user.
On a more personal note, I'm a proud husband and dad navigating the wonderfully chaotic adventure of family life. When I manage to step away from design puzzles, you'll probably find me lost in some great tunes (anything from the groove of funk and soul to the smooth sounds of jazz and the energy of classic rock!), happily tinkering with my trusty VW Beetle, or passionately following the highs and lows of the basketball season. These passions add to my life, and I think they even sneak into my design thinking, reminding me of the diverse needs and interests that make us all unique.
Lead design and delivery of high-performing customer-facing experiences across web and mobile, focusing on experimentation-led growth and platform optimisation. Designed and delivered 30+ UX/UI solutions across checkout, PDP, search and homepage journeys, resulting in $40M in measurable uplift (FY26). Early adopter of AI-enhanced tools including Claude, Gemini, and Figma AI to accelerate design and synthesise insights.
Produced complex spatial layouts and data-driven store blueprints for the national reflow program. Managed large-scale macro space allocations, working closely with category buyers to ensure range changes balanced commercial targets with operational feasibility.
Brand touchpoints and operational standards across 22 UNIQLO stores nationally. At Target, wrote and illustrated merchandising standards for 284 stores, presenting design concepts to senior leadership and acting as brand champion across every physical touchpoint.
Led a design team of 9, mentoring juniors and running skill-based workshops. Partnered with national design leaders to improve the customer journey across physical and digital platforms, growing store visits by 4.5%. Designed new kitchen departments driving 32% sales growth for the category. Selected to pioneer IKEA UK's Creative Leadership Program.
Managed projects from initial concept through to manufacturing, specialising in retail furniture and product design. Collaborated with Coles Group to prototype and roll out fixtures across 200+ stores nationally. Directed a successful tender for Dyson Australia, resulting in large-format displays for JB Hi-Fi outlets.