AFL | AFLW | Play AFL | Cotton On | Mecca | Country Road | Typo
FREiDA is a Senior UX Designer specialising in sports and eCommerce with experience across various digital ecosystems.
She designs experiences that balance user needs with business outcomes, backed by strong research, systems thinking and cross‑functional collaboration.
Her career spans Melbourne and Tokyo, with 20+ years across UX, UI, digital and graphic design with various employers and clients over the years.
Scroll down to view some UX case studies that highlight FREiDA’s design thinking process, along with contact details further down.
Play AFL | Club Finder
The AFL was focused on shaping the future of footy, and strengthening the online registration experience became a key lever for increasing participation.
FREiDA led the UX effort by identifying friction points and clarifying decision‑making moments across the digital journey.
Her design‑thinking approach shaped targeted experience improvements that reduced cognitive load and made it easier for users to start researching and deciding to register sooner than later.
These enhancements supported stronger community engagement and contributed to the AFL’s broader participation‑growth goals.
AFL App Feed Page
This concept explored how modernising the AFL App could drive deeper fan engagement, beginning with reimagining the video page as a high‑value entry point for various types of fans.
With personalisation becoming a growing expectation, the work examined both immediate opportunities and a future strategy by asking core behavioural questions: How do we educate new fans? What will motivate casual fans to explore beyond the score? When will avid fans watch, swipe and listen to content?
FREiDA led the discovery phase, conducting broad quantitative and qualitative research to uncover behavioural insights across the end‑to‑end AFL App.
These insights revealed clear opportunities to entice stronger content engagement and shape a more personalised, modern fan experience.
Cotton On | My Account
Cotton On aimed to improve the loyalty online experience by creating a more cohesive My Account and Perks journey, ensuring members could easily understand points, vouchers, and purchase history across all touch points.
The existing experience lacked consistency and clarity, prompting a discovery phase where FREiDA mapped the end‑to‑end journey, explored scenarios with the BA, and designed iterative low‑fi and high‑fi concepts.
Through collaboration with brand and loyalty teams, she refreshed UI elements, ensured accessibility compliance, and shaped a unified omni‑channel design for app and web.
These improvements delivered a clearer, more intuitive loyalty ecosystem, enabling stronger engagement and smoother experiences for customers shopping both online and in‑store.
Cotton On | My Bag
Conversion on the Cotton On My Bag page was low, and customers reported feeling overwhelmed by an overly crowded page and an outdated layout that made checkout decisions difficult.
FREiDA led the UX/UI redesign by analysing heatmaps, conducting competitor research, and collaborating closely with CX, UX, BA, and dev teams to define pain points and explore scenarios.
Through iterative low‑fi and high‑fi wireframes, she modernised the experience with clearer product information, simplified interactions, refreshed UI elements, and improved delivery‑threshold visibility.
The redesigned My Bag page delivered a cleaner, more intuitive, and conversion‑focused experience that aligned with customer expectations and business goals.
FREiDA has always been drawn to design, starting in high school and evolving through roles in textile, graphic, digital and UX/UI design.
Over time, that curiosity has grown into a career centred on problem‑solving, user experience and creating meaningful digital products.
Outside of design she also enjoys Melbourne’s art, food and sporting culture, as well as the seasonal snowboarding session and occasional travel destination.
Freida Projects 