Tiffany Apatu

Design, strategy, leadership

Designing for people will get you the right results.

I think that less is more, details matter and that great design doesn’t just happen. It comes from hard work, attention to detail, listening and continuous improvement.

I create great user experiences and — perhaps most importantly — I create and grow Design teams that do it better that I do!

I am currently Assistant Vice President of Product Design at PCCW Global.

Tiffany Apatu

Tiffany Apatu.

Who am I?

Experienced design professional with more than 20 years specialising in product design and strategy.

What makes me tick?

Working with people, creating things that people love and need… and eating Japanese food.


  • Design Leadership
  • Design and Product Strategy 
  • Customer Research and Experience Design
  • Interaction and User Interface Design
  • Testing, Analytics and Optimisation
  • Creative Direction


  • I’m most proud of building and developing 2 design teams at Console Connect/PCCW Global and Flight Centre.
  • Designing Console Connect from the ground up in true Silicon Valley startup style.
  • Producing and rolling out all creative for Flight Centre’s digital signage implementation – much of which is still in use today (more than 5 years later).
  • Launching the website and online booking engine for Virgin Australia’s first long haul airline.

Get in touch

Core skills

UX Direction and Leadership

  • Build, maintain and grow creative design and product teams
  • Develop and mentor creative professionals
  • Define and execute UX and Design strategies
  • Brand championing
  • Evangelise and enable ‘Design Thinking’

Empathise through research

  • 1:1 interviews
  • Group studies and focus groups
  • Contextual enquiry
  • Genba walks
  • Empathy mapping

Problem definition

  • Research analysis
  • Problem definition workshops: in-person and remote
  • Journey maps

Ideation and collaboration

  • Brainstorming and gamestorming: in-person and remote
  • Affinity diagramming
  • Rapid prototyping
  • Collaborative prioritisation

Prototyping and desidn

  • Low-fi paper
  • Mid-fi using Whimsical, inVision
  • Hi-fi using Figma or Sketch + inVision
  • Product concept production including video, brochures, posters
  • Service blueprinting


  • Design and facilitate:
    • usability testing
    • focus groups
    • surveys and feedback
  • Analyse and workshop feedback
  • Iterative design


I have worked in digital and design since 1999. I started out as a designer and found myself thinking about how people interacted with the websites I was creating. I wanted to know what worked, what didn’t and most importantly, why. I naturally progressed into UX and have extended my skills into product and service analysis and design.

Here is a summary of my career history. Please see my profile on LinkedIn for more details.

PCCW Global

AVP Product Design

  • Product design and strategy
  • Lead small, global team of outstanding product/UX designers
  • Brand development and strategy
  • Customer research
  • Product roadmap development
  • Stakeholder engagement
  • Evangalise and operate agile methodologies

Flight Centre Travel Group

Head of Digital Experience

  • Define strategy and program of work for Digital Experience for Flight Centre
  • Enable a team of 20 digital specialists and 3 Team Leaders
  • Accountable for UX and UI Design, Development and Optimisation
  • Customer and competitive research and analysis
  • Perform analysis and conversion rate optimisation
  • Creative and UX direction

Flight Centre Travel Group

Leader, Design & User Experience

  • Leading online design and user experience for Flight Centre, Student Flights, Escape Travel and associated brands
  • Establishing Flight Centre’s first Design and UX team

Peak XD

Senior UX Consultant

  • Research & analysis
  • Interaction, interface and information design
  • Testing & evaluation
  • Project Management
  • Training

Virgin Australia Airlines

Usability and Design Specialist (various positions)

  • Develop and manage online strategy and continuous improvement for all websites and online booking engines
  • UI and interaction design, testing and optimisation

Suncorp Bank / GIO Insurance

Online Customer Experience Advisor

  • Customer experience lead for Suncorp website, Internet Banking, GIO website and online tools including insurance quoting and investment calculators.

eGlobal International

Design and Usability Specialist

  • Design and develop websites, Intranets and applications

Queensland University of Technology

Multimedia Tutor

  • Deliver seminars and tutor students in the technical and creative areas of web design, usability and multimedia development


Foundations in Creative Leadership Certificate (in progress)
Leading for Creativity
Storytelling for Influence
Cultivating Creative Collaboration

Bachelor of Arts (Communication Design)
Queensland University of Technology

Bachelor of Business (Communication)
Queensland University of Technology

Certificate 4 in Management

Qualifications & memberships

Certified SAFe® 5 Practitioner

Certified SAFe® 5 Product Owner/Product Manager

Certified SAFe® 5 Agile Product Manager

Member of the IxDA – Interaction Design Association

Member of UPA – Usability Professionals Association

Member of Golden Key National Honour Society