18 October 2018

6:00 pm to 8:00 pm


Academy Xi, 48 Druitt Street, Sydney 2000

Event Details

At its core, Human Centred Design involves asking, “How do customers feel about my brand or product?” One way to deliver exceptional experiences is through the lends of either CX, UX and Service Design.

How do these design frameworks fit into the broader ecosystem of Human-Centred Design, including Service, Product, and User Interface (UI) Design?

What role is right for you, and are there different pathways to careers in either discipline?

At our event, The Umbrella of Experience: Understanding the difference between CX, UX and Service Designwe’ll explore:

  • Key differences between CX, UX and Service Design and how they interrelate
  • CX, UX and Service Design case studies
  • The role of design in disciplines
  • Pathways to careers in both CX, UX and Service Design
  • The implications of CX, UX and Service Design roles in various industries and organisations


Natasha Ballantyne

Experience Strategy Lead at PwC Digital

Natasha is an experience design consultant with a background in business, teaching and graphic design. She has strong skills in ideation and user centred prototyping, and specialises in leading research teams. Natasha believes in empathy-led solutions, and communicating the voice of the customer to people in organisations that can make change. She has experience working with cross-functional teams in customer strategy, service design and user experience, and has recently found her passion working with vulnerable customers.

Nikola Spadina

User Experience Designer at Woolworths Group

Nikola is a designer, creative director, and graduate researcher of psychology at MonashU. His design practice is eclectic and draws from many schools of thought, but combined with his study of psychology and belief that human-centred design is a tool for global revolution he seeks to provoke us to think deeper about how we see the world and interact with each other. He has taught and lectured bright-eyed business students at The University of Technology Sydney, as well as perplexed adults with The School of Life Australia, and when not in the employ of individuals, startups, enterprises and government agencies, he can be found (or ideally not) exploring the outdoors, reading, and trying to make good on a ludicrous bet that he’ll qualify for the Olympics one day.

Alina Van

UX and Service Design Consultant

Alina is a design consultant based in Sydney. Over the last decade, she’s worked on UX and service design, data analytics, software development and business analysis in retail, healthcare, banking, media, entertainment, hospitality, logistics and education. She was lucky enough to have the opportunity to attribute to the success of the world’s leading logistics software (CargoWise One) by ASX-listed WiseTech Global, to lead UX design on CBA’s (Commonwealth Bank of Australia) new strategic enhancement of its customer service platform, to be involved in redesign of ITSM processes at Westpac and to establish her own retail brand (Alina Van Shoes).

Most recently, she led service design efforts for Australian chain of fast casual restaurants called Lamb & Cumin. The project delivered valuable outcomes for the business, its employees and customers. In particular, it resulted in 36% reduction in customer order wait time and over 47% increase in average total per transaction.

Jyoti Di-Cola

Service Designer at UTS

Jyoti Di-Cola is a Service Designer at the University of Technology Sydney (UTS). She is currently working with University’s Research and support staff to design a cohesive experience around Research service.

Her passion is to help create a better world by designing socially responsible and meaningful experiences and services.

By focusing on people-cantered experiences Jyoti has co-designed and co-created value for many government and private organisations. Her work has been influential in Health, Planning, Sustainability, Telecommunication, Law, Transport and Education.

Dates and fees


18 October 2018

6:00 pm ~ 8:00 pm



Academy Xi,
48 Druitt Street,
Sydney 2000

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