Home | Jo latest portfolio

$100M+ Incremental Revenue Influenced (4 Years)
200+ Experiments Designed & Delivered
45+ Tests in a Single FY (111% Target Achieved)
57% Experiment Success Rate (FY26)
$27M+ Negative Revenue Mitigated

12+ years in product design, building scalable digital products, shaping experimentation strategy and AI-enabled personalisation, delivering measurable commercial growth at scale.

Welcome to Jo's happy place, where product strategy meets execution

Strategic Product Design Process

Jo's operates across problem framing, experimentation strategy, and AI-accelerated product design. She partners with product and engineering to turn ambiguity into scalable, measurable solutions.

Her approach combines research, systems thinking, and rapid iteration, using AI to accelerate insight and exploration while applying strong human judgment to every decision.

• Problem Framing & Opportunity Definition
• Research & Insight Synthesis (AI-accelerated)
• Experimentation Strategy & Hypothesis Design
• Rapid Prototyping & Validation
• Cross-Functional Alignment & Governance
• Measurable Outcome Tracking

Case Studies

Product Details Page

To stay customer-centric, Myer is reviewing all Product Details Page functionalities and information based on recent feedback.

Optimisation at MYER

Built and matured a multi-year optimisation engine, delivering $100M+ in incremental revenue while embedding a scalable test-and-learn culture.

Fast Checkout

Re-architected Myer’s checkout, delivering +5.4% conversion uplift and a faster, friction-reduced purchase experience.

Oyster Shipments

Led the digital transformation of NSW oyster reporting, cutting data errors by 48% and accelerating biosecurity approvals processing.

CrowdTesting

Evolved a friction-heavy internal tool into a scalable testing engine, increasing task submissions by 18% and reducing onboarding drop-off by 31%.

Combo Multis

This initiative introduces a new bet type that blends the flexibility of a Quaddie with the experience of a Standard Multi.

Bet with Mates

This project was a strategic idea proposed to Bet Easy in effort to add a competitive element to the mobile application.

Loffee

Led the development of Loffee, an NFC-powered loyalty app that automated coffee stamp collection, eliminating physical cards and manual tracking.

With over 12 years of Product Design expertise, Jo turns complex challenges into effortless and engaging experiences

Feel free to get in touch if you want to discuss any projects or opportunities.

Want to have a chat?

+61 477 829 504

johannasofie@outlook.com

$100M+ Incremental Revenue Influenced (4 Years) 200+ Experiments Designed & Delivered 45+ Tests in a Single FY (111% Target Achieved) 57% Experiment Success Rate (FY26) $27M+ Negative Revenue Mitigated