I'm Damian, a digital product design leader based in Sydney, Australia.


I started my design career in publishing, and then as a cross-media visual designer and art director, creating digital and print solutions to clients problems. Mostly I created campaigns that had both digital and physical elements, and while the work was rewarding and varied I was always left feeling a little empty. I had a great portfolio of work for good brands that I could use to show my accomplishment in creative, visual design and production. I even won a few awards for my work, however, I was always more interested in how things worked and what motivated people, than in being a stylist.

As more digital work came onto my horizon I realised that I needed to upskill in the 'functional' side of things. I read about digital design voraciously and while doing so stumbled upon User Centered Design – what is now called UX Design. It was a revelation, I could indulge my love of understanding people, their psychology, and how they work, with creative problem solving. I began delving deeper and putting what I learnt into practice. And I failed, many more times than I triumphed, but each time I learnt more. I started to include more insights and feedback into my work, trying to find and understand data to make the websites and apps I was creating more successful.

As my career has progressed I have found that soft skills are becoming ever more important in getting the best digital products onto the market. Skills such as need finding, communication, stakeholder engagement, facilitation, critical and strategic thinking.

...And now

Currently, I am the Experience Design Lead for the marketing and booking domains at Qantas Digital. In this role I am responsible for the discovery, delivery, and continual improvement of products and features that serve the inspiration, shopping, booking and servicing stages of the customer journey. This includes the domestic and international booking engines, our world first 'Where Can I Go?' map-based flight search, as well as other strategic initiatives and products aimed at improving the experience for customers looking to make and manage their bookings on Qantas and their partners. I work with my peers throughout the business to define and deliver a strategic product roadmap over the short to medium term.

As part of the design team responsible for the experience of qantas.com and the app, I have participated in, and facilitated, workshops to develop digital products in other slices of the customer journey including:

  • Qantas Business Rewards 'Know My Business' program
  • Frictionless Payments Innovations
  • Destination Guides evolution
  • Qantas mobile app strategy
  • Qantas Freight's pet travel product
  • Customise Your Journey offering

A member of the design leadership team, I am also involved in developing and maintaining design, interaction and experience standards for our digital channels, and ultimately our customers.

I have previously taught UX design at General Assembly, and Academy Xi. I enjoy staying in contact with many of my students, watching as they start out in their careers in advanced problem solving.
General Assembly profile
Interview for GA Blog


  • AdSchool (Advertising Federation of Australia), 2009
  • Bachelor of Design (Visual Communication), 2000

Want a little more? Download my CV.

Keen photographer.