top of page

About Me.

Zoe Gibson specializes in collecting data and delivering real stories to drive meaningful change. With a focus on understanding customer needs, building relationships, and improving operational efficiency, Zoe is dedicated to creating innovative solutions tailored to your business.

Where it started

I graduated from Macquarie University in 2013 with degrees in Cultural & Behavioural Anthropology and Philosophy, specialising in Business Ethics. This academic foundation gave me deep research capabilities and a systems-thinking approach to understanding human behaviour and organisational complexity.Anthropology—often the unsung root of UX, Service Design, Human-Centred Design, and Design Thinking—naturally drew me into these disciplines. They’ve since become the core of my career and, in many ways, the key to my success.

From Research to Real World Impact

I began my career in Sydney, where early consulting experiences exposed me to a wide range of industries, challenges, and methodologies. I quickly developed a love for complex problem-solving and human-centred strategy—and it wasn’t long before I stepped out on my own as an independent consultant.In 2015, I co-founded Sydney Design Thinking, a community that’s now grown to over 10,000 members. Through this work—and dozens of hands-on engagements—I’ve been exposed to an enormous range of tools, frameworks, and facilitation methods. More importantly, I’ve seen what works, what doesn’t, and why.

A Reputation Built on Results

Over the years, I’ve earned a reputation in Sydney and beyond as a trusted problem-solver with a sharp research mindset, strong stakeholder acumen, and a passion for crafting meaningful, sustainable change.

I’ve led projects spanning:

​

  • Omnichannel experience redesigns

  • End-to-end service mapping and simplification

  • Persona and journey revamps

  • Cross-functional stakeholder alignment

  • System-wide process and platform improvements

Tying this together is my ability to dive into complexity — and come out with clarity. Quickly, collaboratively, and with a focus on long-term value.

Mission

My mission is to improve people’s lives by reducing complexity and making it easier for them to achieve their goals. When we prioritize customer well-being, we unlock stronger brand loyalty, greater efficiency, and more resilient businesses. I work with organizations to anticipate real human needs, align innovation with business value and regulatory demands, and create solutions that support both individual flourishing and sustainable business growth.

Approach to Work

  • Relational, not just transactional – Rooted in the lived experiences of real people, communities, and ecosystems.

  • Ethical by design – Centering equity, impact, and accountability from the outset.

  • Adaptive and evolving – Designed to learn, flex, and grow as needs and contexts change.

  • Inclusive of complexity – Honoring the interdependence of people, planet, and technology.

  • Grounded in tested methods – Using structured, evidence-based approaches to deliver creativity with clarity and consistency.

Areas of Expertise

Human-Centred Research & Insight

  • Qualitative & ethnographic research

  • Contextual inquiry & depth interviews

  • Diary studies, shadowing & fieldwork

  • Behavioural pattern analysis

  • Customer needs discovery & unmet opportunity identification

Service & Experience Design

  • End-to-end service mapping

  • Journey mapping & blueprinting

  • Omnichannel experience design

  • Persona & scenario development

  • Moments that matter design

Strategic Facilitation & Co-Design

  • Stakeholder workshops & alignment

  • Cross-functional collaboration

  • Design sprints & innovation labs

  • Systems thinking & problem framing

  • Vision & roadmap co-creation

Business & Process Innovation

  • Current state process mapping

  • Opportunity analysis & prioritisation

  • Future-state design & validation

  • Efficiency & simplification strategies

  • Organisational design & operating model alignment

  • Product development

Growth & Experimentation

  • A/B testing & rapid prototyping

  • Lean UX & continuous discovery

  • Customer engagement strategy

  • Conversion optimisation

  • Experiment-led design

Tools, Frameworks & Methods

  • Design Thinking, Human-Centred Design

  • Jobs to Be Done

  • Double Diamond, Lean Startup

  • Agile & Scrum collaboration

  • Heuristic evaluation & usability testing

Case Studies Placeholder

CommonWealth Bank:

KYC Simplification. 

Merged 3 systems, increased security, reduction of double handing. System redesigned for FOH staff

NSW State Gov: Births Deaths and Marriages

Change of Name process update: Results:  Efficiency increase. A 1 year process down to 6 minutes.

Auxillio Ventures Consulting Support: 

Policy Roll outs and Behaviour change matrix.

​

UBank:

Established UX Research Practise

Cochlear:

Lead research practice into Audiological fitting practice internationally.

Go1: Education Provider

Developed UX repository and international research plan

bottom of page