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Case Study
James Hardie engaged Elephants Can Dance to help define a digital strategy and modernise its digital ecosystem to drive meaningful customer actions, such as sample orders, downloads, and engagement in the absence of direct e-commerce.
When I joined the engagement, extensive discovery had already been completed, including interviews, workshops, and strategic recommendations. My role focused on synthesising insights and translating it into cohesive, scalable product outcomes across multiple initiatives.
Over the course of the engagement, I contributed to four interconnected streams: a customer-facing website overhaul, an AI-driven product concept, an internal workshop facilitation tool with external scale potential, and the creation of a foundational design system. Together, these initiatives established a modern, conversion-focused digital foundation and positioned the organisation for future product growth.
UX/UI Designer
Mobile-first and desktop
June 2025 - December 2025
Facilitated stakeholder workshops to align cross-functional teams and validate design decisions, ensuring initiatives addressed user needs and business objectives.
Reviewed prior discovery to inform information architecture and design decisions, ensuring user flows supported key customer actions.
Contributed to the redesign of the customer-facing website for a mobile-first, conversion-focused experience, creating scalable layouts and prototypes grounded in prior discovery insights.
Contributed to AI product flow and functionality, collaborated with the external AI agency, and refined the UI to align with our design system, enhancing consistency and visual quality.
Collaborated on the design and prototyping for an internal tool to streamline workshop facilitation, with phase 2 planned to extend access to top 200/500 builders, expanding reach and usability.
Created a foundational Figma-based design system to ensure consistency, speed, and scalability across all initiatives and future digital products.
James Hardie required a modern, scalable digital ecosystem to support multiple products and initiatives. Without direct online sales, the client’s success metrics focused on sample orders, downloads, and engagement. The engagement involved multiple product streams running in parallel, all informed by six months of prior discovery work.
Outdated website with poor tracking and limited marketing optimisation.
Desire to explore new digital products (AI-driven tools).
Need for internal tools to improve efficiency and scalability.
Lack of design consistency across digital assets.
Coordinating multiple initiatives under existing discovery and client expectations.
Reviewed six months of prior research, including interviews and workshops.
Extracted key insights to inform decisions across all product streams.
Ensured design and functionality choices were evidence-based.
Improved information architecture and content strategy for better discoverability.
Designed conversion-focused user flows for key actions (e.g., ordering samples, accessing resources).
Created mobile-first layouts aligned with the overall digital vision.
Contributed to flow and functionality prior to launch.
Collaborated with an external agency to refine UX/UI.
Aligned visuals with the design system to enhance consistency and elevate the product.
Designed and prototyped internal tool to streamline workshops.
Built with scalability in mind; phase 2 planned to extend access to external builders.
Ensured consistent experience across internal users.
Developed foundational Figma design system to standardize components and layouts.
Enabled faster delivery and consistency across current and future digital products.
Supported visual and functional alignment across all initiatives.
Aligned multiple initiatives under a single, consistent UX framework.
Ensured each product stream reflected discovery insights and business objectives.
Provided a foundation for future product growth and scalability.
Established a scalable, conversion-focused foundation with recommendations implemented to improve sample orders and resource access.
Concept and prototypes ready for further testing and potential collaboration with REA, translating emerging technology into user-centered solutions.
Designed for internal efficiency with phase 2 expansion to external builders, ensuring long-term scalability and impact.
Created a reusable, scalable system that enables consistency and speeds up delivery for all current and future digital products.
Challenge: Six months of prior research existed, but it wasn’t synthesised or fully connected to design execution.
Learning: Carefully reviewing and mapping existing insights allowed me to make informed design decisions without duplicating work, highlighting the importance of translating research into actionable outcomes.
Challenge: Multiple initiatives (website, AI product, internal tool, design system) needed alignment under one UX vision.
Learning: Breaking down high-level strategy into tangible solutions reinforced the value of clear prioritisation and structured delivery in enterprise contexts.
Challenge: Tight timelines and multiple stakeholders risked slowing progress or causing misalignment.
Learning: Proactive communication and iterative design cycles allowed for rapid delivery while keeping stakeholders aligned, teaching the importance of structured agility in complex environments.
Challenge: Designing for different platforms and experiences (internal tools, customer-facing site, AI product) risked inconsistency.
Learning: Establishing and enforcing a design system early ensured visual and functional cohesion, showing the power of scalable design foundations.
Challenge: Collaborating with an external agency on the AI product required alignment of design standards, vision, and workflow.
Learning: Effective collaboration and clear documentation are key to integrating external contributions while maintaining consistency and product quality.
Conducted a thorough review of six months of prior research, including interviews, workshops, and existing artefacts.
Identified insights relevant to IA, content strategy, conversion flows, and emerging product concepts.
Created a clear evidence base to inform decisions across all initiatives.
Facilitated workshops to validate assumptions and align stakeholders across multiple streams.
Used collaborative exercises to uncover pain points, priorities, and user needs.
Ensured cross-functional teams understood rationale behind design decisions.
Designed UI and prototypes for the website, AI product, and internal workshop tool.
Refined flows and interactions based on prior discovery insights and stakeholder feedback.
Ensured visual alignment with the foundational design system.
Built a Figma-based design system to standardize components, layouts, and patterns.
Enabled faster delivery, improved consistency, and reduced rework across all initiatives.
Provided a reusable foundation to support both current and future digital products.
Iterated solutions based on feedback from stakeholders and users.
Aligned all initiatives with broader business objectives and long-term digital strategy.
Ensured each product stream supported a cohesive, enterprise-wide UX vision.
The engagement established scalable digital foundations, aligned stakeholders, and produced products positioned for future growth. By translating prior discovery into cohesive, multi-stream product delivery, the work set the stage for future innovations and measurable impact across James Hardie’s digital ecosystem.
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