Behaviour First, Design Second

People are at the centre of everything I make. Blending human centered design with strategy and technology, I create meaningful experiences that transform.

Multi Disciplined

From understanding the problem, to designing a solution, I'm a full stack designer.

User Research

Building empathy with people to understand their needs, while uncovering the real problems they face.

Insights Into Action

Harnessing insights found from research into new product designs, strategy or digital roadmaps.

Design Thinking

Utilising the power of collaboration, experimentation and empathy to tackle complex problems.

Product Design

Designing solutions that meet the goals of both the users and the business.

Prototyping + Testing

Validating products, processes and services to focus design and find the most impactful solutions.

Front End Development

Well versed in HTML, CSS with a sprinkle of JS, I code things to communicate with my team.

Sofia Woods, Experience Designer

About Me

I'm a Senior Experience Designer who’s been designing digital products and shaping services for 10 years. I love tackling big, systemic problems and use Human Centered Design approaches to navigate these.

Using insights to guide outcomes, I look for new perspectives through stories and experiences, to help us see things differently.

To make something desirable, first you need to uncover what is truly valuable.


Senior Experience Designer

Aug 2017 - Present: Oakton Consulting

This award winning national IT consulting firm creates transformative solutions for enterprise level companies across finance, government, utility and corporate sectors. As Senior Experience Design Consultant, I lead design engagements for our Digital Advisory and Solutions teams. I apply a range of human centered design methods to innovate digital products, experiences and services for clients such as Flight Centre, Queensland Rail and Aurizon.

Lead UX/CX Designer

Jan 2017 - Jul 2017: Nimble Loans

A household brand, powered by cutting edge fintech, Nimble engaged me as UX/CX Lead for new product innovation and product growth and optimisation.

I brought the value of a UX/CX approach to help the company mine insights for growth while being part of new product development initiatives that included blockchain and future payment systems.

Principle, Senior UX Designer + Developer

Jan 2009 - Jan 2017: Shortie Designs

I was the original Founder and Principle of this agency which provided bespoke design and development, specialising in UX, Strategy and WordPress development. I evolved the company from a freelance brand to a thriving full service digital agency.

Notable clients include Lion Co, Goodlife Healthclubs and Tourism Tropical North QLD.

eLearning + Interaction Designer

May 2010 - Aug 2012: eLearn Australia

eLearn Australia produces award winning bespoke digital learning environments. Their client portfolio include Surf Lifesaving Australia, The University of Notre Dame (WA), and government departments including QLD Health and the NT Mental Health Department. I designed custom interactions and learning modules in Adobe Flash for their University of Notre Dame virtual hospital.

Download my CV to find out more about my experience.

Download CV

Designing Experiences For...

Lead UX for Nimble Loans
training and facilitation for QUT
Digital design for goodlife
UX and wireframing for Lion Co
User Experience design work with Vale
User Experience design and development for tourism tropical north queensland
User Experience design for Aurizon
User Experience design and development for tourism tropical north queensland
User Experience design and development for tourism tropical north queensland

My work is covered under NDA so please get in touch to view recent case studies and portfolio.

Get in Touch

Email me to discuss a project or get a link to my portfolio.