# Wayne Macchion > Senior Product Designer Location: San Francisco Bay Area, United States Profile: https://flows.cv/waynemacchion Recognised as an industry leader with over 30+ years of experience, I craft digital products with impact to generate exceptional design solutions. Through my award-winning designs, I make advanced AI valuable and accessible for enterprise users. I unite human-centred design and strategy to solve complex problems, ensuring businesses are positioned for future functionality and revenue. From pioneering medical devices to scalable AI platforms, I am recognised for operating at the intersection of innovation and usability. I lead end-to-end product design, grounded in user research, testing, and team collaboration. At Zeligate, I was instrumental in scaling the platform to 2500+ registered users and securing $5M in investment funding. I’ve delivered $360M+ in turnover, 67M+ website visits, and led design across healthcare, retail, and enterprise. My strong interpersonal leadership skills ensure I build positive, high-performing teams, underpinned by values of authenticity, collaboration, and connection. I have been trusted to establish design systems and champion user-centred digital transformation, finding ways to make new technology feel intuitive and trustworthy, which energises me professionally. AI introduces unique design challenges, such as balancing power, accessibility and transparency, to help users feel confident adopting these tools. Thoughtful design creates a real competitive advantage. With experience across diverse brands, I’m proud to turn complex requirements into enjoyable experiences. From a world-first home medical test to an AI workforce platform, great design comes from understanding users. I love partnering with ambitious teams to build digital products that delight users, achieve goals, and create new possibilities. ## Work Experience ### Senior Product Designer @ Zeligate Jan 2025 – Present | Gold Coast, Queensland, Australia ### Senior UX/UI Designer @ Zeligate Jan 2023 – Jan 2025 | Gold Coast, Queensland, Australia As a Product Designer at Zeligate, I'm shaping the user experience of an AI workforce platform. This platform is transforming how organisations scale operations AI workers across Human Resources, Marketing, Sales, Technology, Finance, Real Estate, and Legal. I lead the end-to-end design process for a complex product ecosystem where AI helpers function as integrated team members, each with unique profiles, communication channels, and capabilities. My work focuses on making advanced AI technology feel intuitive and human-centred, enabling seamless collaboration between people and AI workers. Core responsibilities include: Creating and maintaining a comprehensive design system that ensures consistency across our multi-faceted platform and AI helper interfaces. Working alongside SMEs and conducting user research, including interviews and feedback analysis, I validate designs to ensure our solutions address real user needs in enterprise environments. I collaborate closely with development teams and key stakeholders to translate product strategy into tangible user experiences, producing high-fidelity prototypes that guide feature development and communicate design vision. A significant focus of my role involves designing for complexity: balancing powerful capabilities with interfaces that remain accessible and efficient. My design approach prioritises security, transparency, and trust-building, ensuring users experience a frictionless interface while understanding how their data is protected. By championing user-centred design principles throughout the product development cycle, I help Zeligate deliver an AI platform that organisations can confidently integrate into their daily workflows. ### Senior UI/UX Designer @ Ellume Jan 2019 – Jan 2023 | Brisbane, Australia I lead UX design across two pioneering medical products that are transforming patient care. The first is a world-first home respiratory disease test featuring a digital analyser integrated with a smartphone app. The second is a compact digital medical device that enables physicians to elevate the standard of patient care, supported by an online portal where users manage clinic accounts and access session data. Working at the intersection of healthcare and technology, I collaborate closely with scientists, developers, and medical advisors to translate complex clinical requirements into intuitive user experiences. My approach centres on rigorous user research, iterative prototyping, and continuous testing to refine the product experience and identify opportunities for innovation. Key contributions include establishing comprehensive design systems that ensure consistency across platforms, streamlining operational workflows, and advocating for user-centred design principles that have been instrumental to both products' success in the market. ### Branding and UX/UI Consultant @ Consultant Jan 2018 – Jan 2019 | Brisbane, Australia Freelancing as a creative consultant to deliver strategic UX/UI design and advertising solutions across digital platforms. I developed scalable design systems and multi--platform campaigns that improved user experiences, streamlined workflows, and drove measurable results for diverse clients and projects. ### Head of Creative Services @ Tatts Group Jan 2015 – Jan 2018 | Brisbane, Australia As Head of Creative Services at Tatts Group, I led a multidisciplinary team of nine, including UI and graphic designers, developers, copywriters, and a studio manager, to deliver human-centred design across all digital touch points for the company's Lotteries, Wagering, Gaming, and Corporate divisions. I established an agile, test-and-learn culture that drove measurable business results: $360M in CRM-driven turnover, $139M through search and social channels, and 67M website visits via SEO and SEM. 20,000 individual pieces of content 80,000 new customer acquisitions 9.5M reached people through social channels. Beyond output, I transformed Creative Services into a high-performing team by implementing effective processes, researching cost-effective technology solutions, and fostering a culture of trust and transparency. I prioritised talent development through structured reviews and skills advancement, while leading recruitment efforts focused on cultural alignment. My leadership philosophy centres on creating an environment where autonomy and accountability thrive, enabling designers and creatives to do their best work. ### Creative Director @ City Beach Australia Jan 2014 – Jan 2015 | Brisbane, Australia As Creative Director at City Beach, I unified the brand experience across all channels while elevating the studio's creative output. I collaborated with marketing to shape strategy based on consumer insights and analytics, and implemented new workflows and asset management systems that improved team efficiency and operational consistency. ### Brand and Digital Content Consultant @ A L L E Y W A Y co Jan 2013 – Jan 2014 | Brisbane, Australia As a visual storyteller, I create strategic, multi--platform design solutions driven by ideas, typography, and consumer insights. I deliver engaging narratives on any budget while managing multiple projects and maintaining strong stakeholder relationships that keep teams focused and productive. ### Senior Art Director @ Media Merchants Jan 2008 – Jan 2013 | Brisbane, Australia As Senior Art Director at Media Merchants, I led creative development and art direction for national clients including Sony, Virgin Australia, Porsche Centre Brisbane, Priceline, and Mountain Designs. Beyond concept and execution, I managed the full project lifecycle, from client consultation and quoting through copy writing, production, and delivery. ### Art Director @ Contracting Jan 2006 – Jan 2008 | London/Brisbane I freelanced across London and Brisbane for agencies including Publicis, Lida, Communicator, and Bright, delivering creative work for clients such as Renault, Jack Daniel's, NatWest, Ancestry.co.uk, and leading FMCG brands including McVitie's, Hovis, and Palmolive. ### Art Director @ George Patterson Y&R Jan 2005 – Jan 2006 | Brisbane, Australia Partnered with a copywriter to develop integrated B2B and B2C campaigns for clients including Suncorp, Ford, TAB Corp, and Telstra. We challenged our creative ideas against consumer insights to deliver strategic solutions across multiple media channels. ### Art Director @ Punch Jan 2000 – Jan 2005 | Brisbane, Australia I ran my own design business, working directly with clients and partnering with leading Brisbane agencies including Clemenger/BBDO, McCann Erickson, and George Patterson Bates. I developed campaigns and marketing materials for Fisher & Paykel, Ergon, Telstra, Queensland Rail, and Queensland Transport. ### Senior Graphic Designer @ BCM Group Jan 1999 – Jan 2000 | Brisbane, Australia As part of the creative team at BCM, I developed cohesive visual identities and executions for Golden Circle, Footlocker, Queensland Transport, and Dreamworld, ensuring consistent creative direction across each campaign. ### Graphic Designer @ George Patterson Bates Jan 1996 – Jan 1999 | Brisbane, Australia I worked closely with the Creative Director as his lead designer on major agency projects, collaborating with senior creative teams to develop campaigns for national clients including Pauls/Parmalat, Energex, Incitec, and Queensland Health. ### Finished Artist @ Savage Graphics Jan 1994 – Jan 1996 | Brisbane I began my career as a finished artist at a typesetting and pre-press company, developing a keen eye for typography and design precision that continues to inform my human-centred design work today. ## Education ### Foundation Certificate in User Experience BCS ### Diploma in Graphic Communications The Commercial Art Training Centre ### Advanced Certificate in Graphic Art Advertising Academy ## Contact & Social - LinkedIn: https://linkedin.com/in/waynemacchion - Website: http://alleyway.co --- Source: https://flows.cv/waynemacchion JSON Resume: https://flows.cv/waynemacchion/resume.json Last updated: 2026-04-05