Twenty years ago I studied marketing. I was fascinated by what influences us to choose one product over another. Working in FMCG sharpened that focus. I was hooked.
At the time I was working at a unique location, with two big FMCG brands, Coca-Cola and Parmalat, that operated from the same depot. I was exposed to the power of brand equity and learned the art of packaging, placement, pricing, and advertising. I also worked with a Territory icon — Paul’s Iced Coffee — and witnessed brand loyalty at its finest. Loyal fans. Custom car cup holders made for the iconic 600mL milk carton. Marketing magic in motion.
Then life happened, and my path shifted, from finance and banking to not-for-profits and government.
But consumer behaviour never really left. It was always there in the background, quietly influencing how I approached problems. I just didn’t realise it at the time.
Good design, like good marketing, evokes emotion and memory. Whether it's a printed form for clients, a template for volunteer committees, or a sign-up page for a sustainability startup, the user is always at the heart.
My grounding in marketing gives me a strategic edge in UX. I already think in terms of audience, outcomes, and influence. I’ve been translating human behaviour into design for years — just under a different name.
My hobbies too, translate to UI. Knitting and calligraphy. The stitch pattern, symmetry, colour and typography. All of these elements can translate to the digital world — they are the aesthetic layer — the buttons, icons and layout that a user sees. The drape and fit of a garment, the fibre texture — the thoughtful and tactile digital experience.
Turns out, I’ve been doing UX and UI all along.
It’s just time for me to give it a new label.
Stay curious. Notice the time to rebrand.
