{"$schema":"https://raw.githubusercontent.com/jsonresume/resume-schema/v1.0.0/schema.json","basics":{"name":"Richard L.","label":"Founder & Principal","summary":"Product design leader with 15+ years across digital products, customer experience and enterprise change. Built Virgin Australia's design capability from two people to more than 20 and set up its design system.","location":{"city":"Melbourne, Australia"},"profiles":[{"network":"LinkedIn","username":"richardlipp","url":"https://linkedin.com/in/richardlipp"},{"network":"Portfolio","username":"richux.design","url":"https://www.richux.design/"}]},"meta":{"canonical":"https://saywise.com/member7688","version":"v1.0.0","lastModified":"2026-10-10T21:43:58.689Z"},"x_saywise":{"handle":"member7688","pronouns":null,"availability":null,"oneLiner":"Product design leader with 15+ years across digital products, customer experience and enterprise change. Built Virgin Australia's design capability from two people to more than 20 and set up its design system.","profileUrl":"https://saywise.com/member7688","markdownUrl":"https://saywise.com/member7688/profile.md","pdfUrl":"https://saywise.com/member7688/resume.pdf","archetype":{"code":"RS-DG","name":"Frontier Navigator","url":"https://saywise.com/sca/fe3370d5fe33","rarity":"One of the first Frontier Navigators on Saywise"}},"work":[{"name":"NCS Group Australia","position":"Associate Design Director","location":"Australia","url":"https://ncs.co","startDate":"2024-01-01","endDate":"2025-10-01","summary":"Led AI and digital design engagements for enterprise and government clients in utilities and transport. Turned ambiguous briefs into service concepts, buildable requirements and roadmaps, and aligned business, product, design, data and technology teams around customer evidence and delivery priorities."},{"name":"Divergent Kind","position":"Founder & Principal","location":"Australia","url":"https://divergentkind.com.au","startDate":"2023-06-01","summary":"Runs an independent design and operating-model practice, started alongside employment and full-time from October 2025. Leads discovery and experience strategy for complex services, turning research and operational evidence into prioritised opportunities. Designs human-AI workflows where responsibilities, hand-offs and review points are clear and people keep control over consequential decisions."},{"name":"Virgin Australia","position":"Experience Design Manager","location":"Melbourne, Victoria, Australia","url":"https://virginaustralia.com","startDate":"2020-05-01","endDate":"2023-06-01","summary":"Built and led the airline's internal product and experience capability from two designers to more than 20, managing an A$1 million budget through post-administration transformation. Established the design system and shared research, design and delivery practices, and set experience direction across booking, ancillary and loyalty journeys. Worked with CRO specialists HighRes to help drive more than A$100 million in digital-channel revenue, and set up A/B testing and test-and-learn practices."},{"name":"Australian Trade and Investment Commission (Austrade)","position":"Product and Service Design Consultant","location":"Melbourne, Victoria, Australia","url":"https://austrade.gov.au","startDate":"2019-07-01","endDate":"2020-03-01","summary":"Designed the Find An Opportunity platform for Australian exporters using qualitative and quantitative research, service design and stakeholder collaboration. Worked with business analysts and developers to turn complex trade information into customer-facing journeys and feasible delivery requirements."},{"name":"Qantas","position":"Lead Experience and Service Designer","location":"Sydney, Australia","url":"https://qantas.com","startDate":"2018-10-01","endDate":"2019-06-01","summary":"Owned design and experience strategy for Flight Search and Flight Deals, balancing customer needs with complex business logic in revenue-critical products. Coached designers through the UX Community of Practice to build shared guidance and strengthen design capability across teams."},{"name":"National Australia Bank","position":"Senior User Experience Designer, NAB Innovation Labs","location":"Greater Melbourne Area","url":"https://nab.com.au","startDate":"2017-10-01","endDate":"2018-10-01","summary":"Designed customer and operating flows for NAB's Xero accounting integration and digital small-business lending, including QuickBiz. Researched open-banking use cases and created wireframes, user flows and interaction designs for the NAB-Microsoft facial-recognition ATM proof of concept."},{"name":"Isobar (now Merkle)","position":"Experience Designer","location":"Greater Melbourne Area","url":"https://dentsucreative.com","startDate":"2015-08-01","endDate":"2017-09-01","summary":"Led end-to-end UX for Jetstar's responsive web check-in, cutting a flow of more than 17 steps down to three. Combined journey analytics, call-centre complaints and service mapping to find friction, then built user flows and clickable prototypes and iterated with stakeholders."},{"name":"Marketing Melodies (& storePlay)","position":"UX and Strategic Business Development Consultant","location":"Greater Melbourne Area","url":"https://storeplay.io","startDate":"2013-09-01","endDate":"2015-08-01","summary":"UX: Interaction design (iOS and web), information architecture and copywriting. Business Development: Identifying and executing solutions for commercial music requirements and developing innovative solutions for mobile engagement using cutting edge Sonic360 technology."},{"name":"Deezer","position":"User Experience Designer","location":"Greater Sydney Area","url":"https://deezerjobs.com","startDate":"2011-08-01","endDate":"2013-09-01","summary":"Designed product and user experience of micro sites for live stream music events (first of their kind online in Australia using 4G technology to overcome limitations of ADSL 2)"},{"name":"Apple","position":"CX Specialist","location":"Melbourne, Victoria, Australia","url":"https://apple.com","startDate":"2009-05-01","endDate":"2011-08-01","summary":"Applied service design techniques to iterate customer experience daily based on NPS and qualitative customer feedback."}],"education":[{"institution":"General Assembly","url":"https://un.org","studyType":"User Experience Design Immersive (UXDI) in User Experience - UX","startDate":"2015-01-01","endDate":"2015-06-01"},{"institution":"RMIT University","studyType":"Bachelor of Fine Arts (BFA) in Photography and Sound (design, engineering, production)","startDate":"2005-01-01","endDate":"2008-06-01"},{"institution":"Box Hill Institute","url":"https://boxhill.edu.au","studyType":"Advanced Diploma in Composition (contemporary)","startDate":"2003-01-01","endDate":"2004-01-01"}],"projects":[{"name":"Videography","description":"Music video clips for artists, short films."},{"name":"Music Photojournalism","description":"Clients include: triple j mag, Furst Media (Beat Magazine), Triple M, Nova 100, Gotye"},{"name":"Fine Art Photography"}],"skills":[{"name":"Domain Architecture"},{"name":"Organizational Consulting"},{"name":"Change Consulting"},{"name":"System Architecture"},{"name":"Operating Model Design"},{"name":"Strategic Design"},{"name":"Decision Systems"},{"name":"Organisational Design"},{"name":"Product Strategy"},{"name":"Enterprise Transformation"},{"name":"Leadership Design"},{"name":"Executive Advisory"},{"name":"Change Management"},{"name":"Organisational Effectiveness"},{"name":"Culture & Ways of Working"},{"name":"Governance Design"},{"name":"Stakeholder Alignment"},{"name":"Product-Led Transformation"},{"name":"Platform Strategy"},{"name":"AI Strategy"},{"name":"Human-Centred AI"},{"name":"Digital Experience Strategy"},{"name":"Service Design"},{"name":"Applied Research"},{"name":"Framework Development"},{"name":"Design Research"},{"name":"Sensemaking"},{"name":"Complex Problem Solving"},{"name":"Strategic Foresight"},{"name":"Management Consulting"},{"name":"Business Strategy"},{"name":"Transformation Roadmapping"},{"name":"Facilitation (Executive / Strategic)"},{"name":"Client Advisory"},{"name":"Consciousness-Centred Design"},{"name":"Decision Intelligence"},{"name":"Socio-Technical Systems"},{"name":"AI Governance"},{"name":"Organisational Coherence"},{"name":"Systems Thinking"},{"name":"Strategic Visioning"},{"name":"Regenerative Design"},{"name":"Conscious Leadership"},{"name":"Framework Architect"},{"name":"Competitive Analysis"},{"name":"User Interface Design"},{"name":"Product and experience strategy"},{"name":"UX/UI and interaction design"},{"name":"Wireframing and prototyping"},{"name":"Design systems"}]}