How I built UDKU’s digital practice to launch Goals 360
When UDKU launched as an innovation consultancy, it had strong agency leadership but lacked in-house digital capability. I was brought in to establish UDKU’s digital department and build its strategic design practice, enabling the consultancy to deliver award winning digital transformations for high-profile clients like AMP, one of Australia’s largest financial institutions.
Client
UDKU for AMP
DELIVERABLES
Strategic Design · Experience Design · Service Design · Customer Research · Journey Mapping · Data Visualization · UX Design · Product Innovation · Digital Transformation · Team Leadership
Year
2013-2016
Role
Experience & Strategic Design Director
When UDKU launched as an innovation consultancy, it had strong agency leadership but lacked in-house digital capability, particularly in experience and strategic design. I was brought in to establish UDKU’s digital department and build its strategic design practice, enabling the consultancy to deliver complex digital transformations for high-profile clients like AMP.
As Experience & Strategic Design Director, I led the design and development of AMP Goals 360, an award-winning platform that redefined how financial advice could be delivered across digital and in-person channels.
My responsibilities included:
Shaping AMP’s strategic design vision for Goals 360, helping reposition financial advice around life goals rather than retirement products.
Leading deep ethnographic research to map the end-to-end advice journey from both customer and advisor perspectives, uncovering critical insights that shaped the product vision.
Designing the customer journey across all digital and physical touchpoints, ensuring a seamless, human-centered experience that could scale nationally.
Directing multidisciplinary teams of designers, architects, and developers to prototype and build the Goals 360 platform, laying the foundation for AMP’s future advice model.
Leveraging data visualization and advanced UX to translate complex financial data into intuitive, engaging tools for both advisors and customers.
AMP Goals 360 went on to win the Good Design Award for Strategic Design and was recognized by Chant West Super Fund as:
“The most exciting development the advice industry has seen, with the potential to revolutionize how advice is delivered.”
This work positioned AMP as a digital innovator in financial services and demonstrated how human-centered design and strategic innovation can transform complex industries. It also positioned UDKU as an innovation consultancy capable of delivering large-scale digital transformations with measurable impact.
>> Innovation consultancy UDKU acquired by KPMG Australia
>> AMP Goals 360 wins Good Design Award
>> On The Value Of Design: Setting Boundaries to Explore, Narrow Enough to Deliver