Tiffany Apatu

I am a Designer.
I am a creative leader.
I am a work in progress.

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 than I do!

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

Tiffany Apatu

Who am I?

I’m a Design Thinker and Leader with 21 years of experience in product design and strategy.

I am committed to creating user experiences that people want and love. Importantly, I build, lead and empower the teams that do so.

I’m empathic, collaborative and truly believe that together, we are better.

Career highlights

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.

What makes me tick?

Collaborating, creating things that people love and need, problem-solving, gorgeous design… and travelling and eating Japanese food.

When it comes to Creative Leadership, I value clarity, creativity and collaboration.

My core skills

UX Direction and Leadership

  • Build, maintain and grow creative design and product teams
  • Develop and mentor creative professionals
  • Define and execute 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 design

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

Research and testing

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

Console Connect / PCCW Global

AVP Product Design

Global team

I lead and enable a team of Product Designers, UX Researchers/Testers and Analytics specialists in Brisbane and London.

We operate in a SAFe (Scaled Agile Framework environment) and work with Business Owners, Product Managers, Systems Architects and feature teams (including Product Owners, Scrum Masters, Developers and Quality Engineers).


I develop and evolve our Product Design Strategy and roadmap as well as actively contribute to product strategies at large. We use Design Thinking to test ideas and inform prioritisation.

I continuously interact with stakeholders at all levels and promote Design and Design Thinking in product development and agile environments.

I’m an extended part of the Marketing team and actively contribute to Brand Strategy and Creative Direction.


I design and facilitate workshops including Problem Definition, Ideation, Customer Journey Mapping and Service Blueprinting.

I both design, and contribute to the design of, UI designs from low-fi wireframes to detailed interactive prototypes.

We have recently launched our Nimbus Design System.


Flight Centre Travel Group

Head of Digital Experience

Defined strategy and program of work for Digital Experience for Flight Centre.

Enabled 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.

Creative and UX direction.

Leader, Design & User Experience

Led the design and user experience for Flight Centre, Student Flights, Escape Travel and associated brands.

Performed analysis and conversion rate optimisation through multi-variate testing.

Established and grew Flight Centre’s first Design and UX team.

Key projects

A key contributor to the “Travel Shop of the Future” Digital Transformation program.

Lead Designer for global digital signage design and rollout.

Established Customer Closeness Program to drive habitual customer insights.

Peak XD

Senior UX Consultant

Interaction, interface and information design for private and public sector clients. Designed and conducted usability testing. Delivered UX training courses.

Virgin Australia Airlines

UX/CX Specialist (various positions)

Developed online strategy and continuous improvement for all websites and online booking engines. UI and interaction design, testing and optimisation. CX and service design for transformational projects.

Suncorp Bank

Customer Experience Advisor

CX design for Suncorp website, Internet Banking, GIO website and online tools including insurance quoting and investment calculators.


Foundations in Creative Leadership Certificate
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

I am also…

obsessed with Japanese food

a once-was-traveller 

a rugby fan (go the All Blacks!)

almost retired from Karate

an occasional artist

a lover of bridges