Product Designer · Sydney, Australia
UI / UX · Visual Design · 20+ Years
From publishing deadlines to product sprints — I turn complex ideas into clean, usable interfaces. Currently at WooliesX, working across BWS, BIG W, and Woolworths digital.
Selected Work
A cross-section of projects spanning digital product design, print, and brand — from global enterprises to niche clients.
Digital · UI Design · AI Integration
Creating engaging digital assets for three major retail brands — BWS, BIG W and Woolworths — including EDMs and digital platform content. Pioneered AI-powered asset creation workflows using Adobe's AI engine, dramatically cutting production time.
↗Editorial · Print Design
Editorial design with precision typography and a bold, kinetic layout system for a niche motorcycle publication.
↗Web Design · ClubsNSW
Designing a digital-first web presence for ClubsNSW, balancing community warmth with institutional authority.
↗UX / UI · LMS · 4mation
End-to-end UX strategy, wireframes, and final UI for a Learning Management System connecting mentees and mentors.
↗E-commerce Redesign
Redesigning a bold Australian e-commerce brand for modern UX standards without losing its distinctive character.
↗Print · Branding · Expedia
Production design for internal travel brand collateral at scale, maintaining visual consistency across a global system.
↗Publication · Government
Data-rich annual report design — making complex policy information accessible, clear, and visually compelling.
↗Automotive · Print
Premium print collateral for a global automotive brand — refined layouts, precise typography, and aspirational photography.
↗Brands & Clients
About
I've been designing for over 20 years — across everything from print and branding to digital products and UI. My path wasn't a straight line, but it's always been about solving problems in a clear, visual way.
I started in visual design — layouts, typography, identity — and moved into digital as the industry shifted. UI design really clicked for me. I enjoy the balance of creativity and structure, and making things that are both useful and visually solid.
These days I focus on digital interfaces, particularly B2B and SaaS. I take complex ideas and turn them into something clean, usable, and easy to understand. I see myself as a UI designer, but I always consider UX — you can't separate the two if you want to make something that actually works for people.
Get In Touch
Open to product design roles, freelance projects, and interesting collaborations. Based in Sydney — available remote.
contact@paulandrewsdesign.com