Behaviour First, Innovation Second.

People are at the centre of everything I make. Blending product thinking with human centered design, I create meaningful products that transform.

Multi Disciplined Product Leader

Insights Into Action

Harnessing insights found from research into strategy, innovation or product roadmaps.

Customer Experience

Addressing oppotunties for growth and optimisation to enhance the customer experience.

Design Thinking

Utilising the power of collaboration and experimentation to validate product market fit and business ideas.


Building strong teams and championing ways of working to create a positive team culture.

Prototyping + Testing

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

Front End Development

Well versed in front end technologies, I code things to communicate with my team.

Sofia Woods, Experience Designer

About Me

With technical skills in Design, Product, Business and Strategy, I have over 12 years experience solving complex problems and creating solutions for a variety of domains including Government, Health, Travel, Environment and Financial Services.

Using insights to guide outcomes, I use data and experiences, to shape perspectives and understanding holistically.

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


Lead Product + Design Consultant

Apr 2019 - present: ThoughtWorks

ThoughtWorks is a global technology company with capabilities across machine learning, Agile delivery and Product and Experience Design.

I provide Product and Design expertise for engagements that require an understanding of product/market fit, CX strategy, and also product delivery and growth. The engagements are large scale and intersect with replatforming and integration strategies for Government, Health, Education and Financial Services

Senior Experience Designer

Aug 2017 - Mar 2019: NTT Data

This global IT consulting pecialised in digital products and advisory for Enterprise, Government, Transport and Finance sectors. As a senior Experience Designer, I worked across multiple key accounts for both the Digital Advisory and Digital Solutions practices.

Product Design Lead

Jan 2017 - Jul 2017: Nimble Loans

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

I brought the value of a UX/ and 'product thinking' approach to help the company mine insights for growth while being part of a new product development initiative.

Principle, Senior Product Designer + Developer

Jan 2009 - Jan 2017: Shortie Designs

As founder and principle of this digital agency, our diverse range of clients included non-profits, education and enterprise. Projects focussed on UX/Product and Business Strategy/ UI design and custom WordPress theme development. The studio evolved from a freelance business to a successful boutique digital agency. I managed medium to large projects, with a team of designers, PM’s and developers

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.