I’m Lucy West, a Sydney-based strategic product design leader with 17+ years across design, research and digital experience.


I work best where the problem is complex, the direction is still taking shape, and people need help connecting the dots. That might mean defining a new product, making an existing experience work better, or helping a design team find its footing as the business grows.


My background spans product design, service design and experience strategy across financial services, energy, education, government, retail and care. I’ve shaped digital experiences at Origin and WooliesX, led design through growth at Mable, and helped organisations including UNSW and ASIC turn complex needs into clearer direction.


I’m comfortable moving between executive conversations and detailed design work. I lead research, facilitate decisions, shape journeys and prototypes, and stay close to delivery. I also care about the conditions behind the work: clear priorities, constructive feedback, shared ownership and room for people to grow.


AI is an increasing part of that practice. My experience includes designing AI-assisted service journeys and using AI to support research, exploration and prototyping. I’m particularly interested in how design, product, engineering and data teams can make thoughtful decisions together about what to automate, where people need control, and how to evaluate the experience.


Alongside my commercial work, I’m developing safer.design, building on the design ethics research I began during my Master of Design Futures.


Future Present is the home for this work: product design, leadership, responsible AI and an ongoing curiosity about what we could do better.


Based in Sydney. Open to hybrid contract and permanent opportunities.