Case Studies

From Australia to the USA
the joy of broader horizons will forever be a thrill

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—the unsung root of UX, Service Design, Human-Centred Design, and Design Thinking—naturally connected me into these practises in my professional career and, in many ways, has been the key to my success as I moved into more complex, strategic roles.

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.

I’m a strategic and empathetic problem solver who connects teams and insights to turn complex challenges into innovative strategies that drive growth, engagement, and meaningful impact

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, multi department, process mapping and simplification
Persona and journey revamps
Cross-functional stakeholder alignment and collaboration
System-wide process and platform improvements

Evolution

Today, I work at the intersection of systems thinking, behavior change metrics, product development, and innovation. I bring a strategic, well-informed lens to uncover business patterns, spot opportunities, and course-correct initiatives to ensure meaningful impact.

I’m a cross-functional translator and builder, skilled at connecting disciplines, identifying patterns of customers internal and external to the business. Turning insights into strategies that accelerate adoption, acquisition, retention, and engagement. I thrive on aligning teams and initiatives to deliver measurable, high-value outcomes with speed and clarity.