GIF Description: Me, Ash Ling, excitedly waving both of my hands around my head, aka enthusiastically throwing some silent applause in Auslan.
Design Management, DesignOps, Design Systems, Digital Inclusion & Talent Diversity.
Campaigner ENFP-A
>> Diplomat & People Mastery
info@ashleyling.com
+61 411 664 393
Melbourne, Victoria, Australia
Making the internet beautiful for everybody.
My mission? To ensure everyone has equal access to the digital world.
As a design leader for Australia's largest telco and health insurance companies, I’ve supported teams of digital rockstars to make a real difference to the lives of millions of Aussies through easy internet and health care access - what I consider fundamental human rights. With 18 years of diverse design experience, I build high-performing teams that deliver big results.
But my focus isn't just on great work, it's on people. I have a natural talent for building strong relationships and fostering a culture of excellence, helping teams uncover their strengths and reach their full potential.
Together, we can change the world. ✨
Experience
Bupa APAC
Melbourne, Australia
DesignOps &
Digital Accessibility
October 2023 - Present
As Design Operations Lead for the Digital Experience Design team of 30+, I was responsible for managing highly efficient design processes that support design to scale and deliver efficiently in order to amplify the value design brings to the business. I also established and steered the foundations for digital accessibility uplift across the enterprise.
✨ Key achievements and impact:
• Managed the purchasing, administration and licensing of the design and research software tooling portfolio valued at over $600K annually.
• Drove the creation of an internal EnjoyHQ Research Repo to increase efficiency, reduce duplication and reduce external spend, saving the business an estimated $4.5m annually.
• Co-created the business case to secure a $1.4m budget to establish the first Bupa Digital Accessibility Uplift Program.
• Launched our first public commitment to strive towards WCAG 2.2 AA compliance in our Bupa Australia Access & Inclusion Plan 2024 - 2027.
• Drafted the first Bupa Digital Accessibility Policy outlining commercial requirements, legislative obligations, buy and build expectations, risk escalation and reporting processes.
• Curated the Accessibility Masterclass Series with our accessibility partner Intopia to create an 18 course program to train over 580 employees.
PricewaterhouseCoopers
Melbourne, Australia
Senior Manager
Digital Experience Design
May - October 2023
Design Management consulting, responsible for strategic oversight, design direction and operations of the PwC Australia Experience Design function including business development, UX/UI craft and capability management, digital accessibility and inclusive design.
Conducted a DesignOps health audit for the team to understand gaps for resolution and uplift; captured an initial health state of 45% and moved the team to 61% in just 6 months.
Identified the need and engaged appropriate partners to create the brand strategy and identity for Scyne Advisory.
Co-delivered the pitch for the design and build of the Northern Territory Government Employment Site.
Created a new Career Pathway Matrix for the experience design team to help nurture individual development and support business maturity.
Reimagined the Vision, Mission, Manifesto, Objectives and Design Process for Scyne Advisory Digital Experience team.
Belong
Melbourne, Australia
Head of Digital Experience Design
July 2022 - March 2023
As Head of Digital Experience for Belong in the Customer Experience function, I managed the daily operations of a multidisciplinary team of 20 with a direct impact on the lives of 2 million Australians by ensuring access to the internet, a fundamental human right.
✨ Key achievements and impact:
Led a multi-disciplinary team of 20 UX, UI Designers and Content Producers, managing a $2 million design labor budget for FY22.
Scaled the Digital Experience capability by over 100%, recruiting 9 new roles in just 4 months.
Ensured production quality control for the end-to-end digital experience via design rituals such as weekly Design Clinics, Design + Dev Jams, retros and showcases, driving validation through data-driven usability testing and research.
Led strategic initiatives for digital accessibility and inclusion, including training, auditing, remediation and advocacy building, as per the WCAG 2.1 guidelines and contributing our commitment to the Telstra's Accessibility and Inclusion Action Plan (FY23-FY25).
Landed the Belong x Be My Eyes partnership, the first global telco partnership of its kind.
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Established team OKR-A’s aligned with business objectives for FY23 and played a key role in driving the customer experience north star strategic direction and future roadmaps of the Digital function.
Ensured quality control and accountability for the end-to-end experience design of our website and app, validating UX initiatives through data-driven usability testing and research.
Implemented design rituals and ceremonies, such as weekly Design Clinics, Design + Dev Jams, retros and stakeholder showcases.
Created career pathway frameworks and development plans, while managing operational administration including timesheets, contracts, purchase orders, software licensing, onboarding and offboarding.
Established and nurtured relationships with external partners, such as consultants, talent recruitment and creative agencies.
Managed design resource capacity for agile sprint delivery in product teams using effective traffic and workflow coordination in JIRA.
Led strategic initiatives for digital accessibility and inclusion, including AA audit program management, remediation implementation and advocacy building, with a robust understanding of the WCAG 2.1 guidelines.
UI Design and Production Chapter Lead
July 2019 - July 2022
✨ Key achievements and impact:
Created, managed and maintained the Belong Design System, improving quality, consistency, accessibility and ultimately delivery efficiency by 34%.
Mentored and guided a team of 8, resulting in the promotion of 2 to Lead/Manager roles and 100% employee retention in the UI and Production teams for over 2 years.
Led the digital design implementation of Belong’s 2019 brand refresh using the Design System to quickly deliver a cut-through identity in the competitive telco market.
Standardised the company wide commitment to accessibility and published the company’s first public Accessibility & Inclusion statement in 2020.
Belong's accessibility uplift earned us the distinction of being nominated as a two-time finalist for the Australian Access Awards in 2021.
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Managed the successful design and launch of Belong’s first affordable e-commerce platform ‘Second Life Shop’ for refurbished Apple and Samsung handsets
Established SEO, web vitals and page performance reporting to improve customer experience and commercial impact
Reduced CMS content model complexity in Contentful by 40%, significantly improving publishing productivity
Implemented and rolled out AB testing using UX-driven test initiatives with Optimizely
Established the first operational workflow management process for all CMS changes managed by the Production chapter
Achieved a balance between fast, quality digital delivery, seamless user experience, marketing acumen, and technology constraints
Improved the accessibility capability of the engineering chapter by 22% by engaging Intopia to deliver specialised training
Embedded AA accessibility standards into company-wide OKRs and Design System technical documentation.
Telstra Digital
Melbourne, Australia
Visual Design Chapter Lead
November 2018 - July 2019
✨ Key achievements and impact:
Managed the professional and personal development of a national team of 32 designers across 2 states.
Established the foundational backbone of Able, Telstra’s Design System by maintaining and governing the Digital Brand Guidelines and Visual Design Chapter standards.
Steered design quality and delivery for the launch of the first iteration of the Telstra Plus Loyalty Program.
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Managed design resourcing and capacity for Telstra Digital feature team delivery
Fostered collaboration between Digital, Brand, Development and Marketing functions
Ensured Telstra's commitment to WCAG AA digital accessibility compliance and communicated non-negotiable legal regulations of A compliance under our obligations to the Telecommunications Consumer Protections (TCP) Code
Faciliated Empathy Lab Digital Immersion workshops to showcase the diverse needs of people with disabilities and advocate for accessible digital experiences.
Digital Brand and Inclusive Design Lead
March - November 2018
✨ Key achievements and impact:
Carved out a unique position as the first leader of Digital Accessibility, which has now grown to a team of 17 specialists.
Spearheaded The Telstra Empathy Lab; a groundbreaking initiative that galvanised our teams to empathise and champion accessibility, driving significant accessibility improvements to enhance the digital experience for our customers with disability, while also meeting our legal obligations.
Built a collaborative working relationship between Brand & Digital that was previously non-existent.
Senior UI Designer
May 2017 - March 2018
✨ Key achievements and impact:
UI design and brand identity for Telstra's first AI Virtual Assistant via an IBM & LivePerson partnership, resolving 300, 000 queries in the first 5 months post launch.
Web design for the release of the Apple Watch Series 3 and Telstra One Number, Telstra's first eSIM technology to hit the market in September 2017.
Illustration of 50+ profile avatars for Telstra Crowdsupport, a forum with more than 40,000 members, where customers help customers.
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Freelance Senior Graphic Designer
Affinity, Sydney, Australia
November 2014 - February 2015
Senior Designer
Studio Popsicle, Sydney, Australia
January - November 2014
Freelance Graphic Designer & Product Stylist
Walmart, Toronto, Canada
April - May 2013
Founder & Creative Director
fischerstreet. Toronto, Canada
January 2011 - December 2013
Accessory Design Consultant
Roots, Toronto, Canada
March 2012 – January 2013
Graphic Designer CAD Drafter
WSP Lincolne Scott, Sydney Australia
September 2007 - May 2008
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DesignOps Learning Lab 2023
Global DesignOps AssemblyDiploma of Kinesiology 2023
College of Complementary MedicineBelong Leadership Program 2022
Melbourne UniversityDigital Accessibility 2018
University of Southampton and MOOCAPDigital Marketing 2016
General AssemblyBachelor of Product Design 2006
Griffith University
Certifications
First Aid Certificate 2022
Short Courses AustraliaMental Health First Aid 2021
MHFA Australia
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The CliftonStrengths assessment was created by educational psychologist Donald Clifton and is an interesting methodology for self reflection and a great conversation starter for both personal and professional development. Mine are all about the big picture, getting shit done and supporting people to be the best version of themselves.
❄️ Individualisation
I notice and appreciate each person’s unique characteristics, and I don’t treat everyone the same. Because I can see what makes each individual unique, I know how to bring out their best.⚡ Activator
I am a catalyst. I naturally know how to turn ideas into action, and I know how to make things happen. My energy can be contagious and engaging.🌏 Connectedness
I naturally build bridges between people and groups. I help others find meaning by looking at the bigger picture of the world around them, and I give them a sense of comfort and stability in the face of uncertainty.📚 Learner
I love to learn, and I intuitively know how others learn best. My natural ability to pick up and absorb information quickly and to challenge myself to continually learn more, keeps my own team inspired to do the same.🌱 Developer
I see the raw potential in people and even small signs of progress as I actively invest in their development. My encouragement helps others learn, grow and improve.
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🥐 Croissants
But only the very best ones.
If you’re in Melbourne, check out Bakemono in the city.
💛 Orange wine
It’s liquid gold.
Little Rara is my fave.
🦸 Keith Haring
My spirit animal.
Blurred the lines between high and low brow art in the 90’s and made it accessible to all. My hero. Here’s a great video of Keith visiting Melbourne in 1984.
🐕 Whippets
Such cat dogs. They’re the best. I have a 3 year old boy whippy, his name is Snoop.
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Founder and Facilitator
Therapy for Designers
April 2023 - Present
Foster Care Mentor
The Pyjama Foundation
2018 - Today
Helping kids in foster care achieve their dreams.
Panel Speaker
#grindyourgears
A11y Camp 2022
Australia’s premier conference on accessibility.
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“My 1 up manager Ash is on top of my list for her leadership skills. She values the relationship with each member of the team on both a personal and professional level and is always there for truth telling. Her presentation skills are outstanding, she engages with the audience by connecting to them personally and conveys her message in form of a story which the audience can relate to easily and remember as reference for future. Her style includes usage of a lot of images clearly articulating the problem statements, proposed solutions, actions needed and questions/feedback.
Ash’s decisiveness and mentorship skills are very valuable as she shares her experiences to help learn from them and motivates me to achieve my goals in an efficient way. She's always there to support me and provide feedback on what I can improve on to create a resilient team that is able to work through difficulties that may arise.
I feel really lucky to have a mentor like her to train me on-job and help me succeed.”
— Production Manager, Belong
“Ash consistently does whatever is needed on multiple levels: using her technical expertise, she can ensure a piece of product design is accessible, understandable and technically feasible to implement. Using her organisational and operational expertise, she maintains the critical bridge between each mission team and works to reduce friction during the design-to-delivery phase of an initiative. Having someone like Ash who can consistently bring disparate stakeholder demands together into actionable initiatives -- and see their successful delivery through -- has been absolutely invaluable.
— Front End Development Chapter Lead, Belong
“Ash is an asset to Belong and someone I really enjoy working with. She is a solid leader and a thought provoker, challenging me and pushing me to do my best, while also grounding my excitement at times, which is often needed.”
— App Product Owner, Belong
Wanna chat? Hit me up.
info@ashleyling.com
+61 411 664 393
Melbourne VIC AUSTRALIA