SitePoint Group

UXD, Illustration.


SitePoint Group is the overarching company of Flippa, SitePoint Premium (formerly Learnable), Assembly Payments and more. It was the birthplace of of 99Designs. I was the second designer added to the group to assist with product design and marketing design. 


- Role: Senior Designer > Design Lead
- Illustration creation, customisation and library management
- Marketing web design within template constraints
- Creative direction of external illustrator
- Product design across native and desktop
- Development of key customer journeys
- Pairing and working closely with developers
- Stakeholder management

Pain points + approach

! Large user base of SitePoint not flowing into 'Learnable'
! Users confused between 'Learnable' vs 'SitePoint'
! Users found it difficult to consume Learnable content
- Rebrand Learnable as SitePoint Premium
- Redesign dashboard, search, navigation, article page, course page
- Redesign SitePoint homepage to include more SitePoint content and premium content

! Display ads aren't something the tech community tolerate
! Most users block display ads, impacting ad partnerships
- Altering how advertising partnerships work
- Ensuring that if we are asking for something, we are also offering something
- Custom designed engagements and partnerships with other tech businesses


- Increased subscriber list from 13k to 49k 
- Increased active/engaged email list to 650k
- Marketing partnerships that delivered 75k+ emails and generated $200k+ profit
- Increased SitePoint Premium paid membership base to 35k
- SitePoint continues to focus on and have success in unique marketing partnerships and quality technology content and community.

Portfolio Highlights

Digital iD/Australia PostUXD, Design, Illustration, Product

Cogent CoUXD, Design, Illustration, Product

Web Directions ConferencesSpeaker, Illustration, Conferences

RARE GBLScholarship Ticket Recipient, Conference

General AssemblyStudies - User Experience Design

SitePointUXD, Product, Web Design, Digital, Marketing, Startup

TKM9UXD, Illustration, Art Direction, Concepting, Digital Design, Immersive/Experiential

SidekickerUXD, Design, Product, Freelance, Startup

YourGrocerUXD, Design, Startup, Product, Freelance

WundermanArt Direction, Digital Design, Product, UXD, Web

CHE ProximityArt Direction, Digital Design, Product, UXD, Web

Monash UniversityStudies - Bachelor of Visual Communication (Design), Web Design, Illustration

Salsa DigitalWeb Design, Digital Design

Positive PostersCompetition

Brighton Bay Art, Design & Photography ProgramStudied - Certificate IV in Design