A wise person once said, “to get different results, one must do things differently”.

Rowena Baulch

For industries that deal with complexity, Ro focuses on strategic design and research to find what is actually getting in people’s way, then designs the fix.

More customers is what follows.

Case studies across phases

  • SAF3 logo on a laptop screen

    Discovery

    SAF3, a secure crypto custodian

    Large institutional and ultra high-net-worth investors needed a secure, regulated way to store and manage digital assets.

    • Product design (end-to-end)
    • MVP creation
    • Workshop facilitation
    • Research via self-recruitment
    Full project
  • Ticket gates at a Victorian train station

    Research

    Victorian Public Transport, Contactless Ticketing Pilot

    The Department of Transport needed the new contactless ticket readers to be intuitive and accessible, without slowing the gates.

    • Strategic design
    • Research ops
    • Ethnographic studies
    • Report writing
    Full project
  • The Afterpay business site’s main navigation, open on Product

    Execution

    Afterpay’s new B2B site

    Afterpay needed a new B2B website for every international market, with many page types for different businesses, all built consistently from one design system.

    • UX strategy
    • Wireframes
    • UI design
    • Design systems
    Full project

All work

Product, research and brand projects.

AI gets me from a messy problem to something real, faster. I use it to widen research, speed up design and ship working products, and I decide where a person needs to stay in charge.

AI workflows I’ve built

  • Wireframe builder

    Figma and Claude turn strategy, personas and approved modules into wireframe pages.

    Afterpay

  • Learn from my edits

    Compares my reworked wireframe with the AI draft and updates the workflow so the correction sticks.

    Afterpay

  • UX to UI

    Builds high-fidelity pages and locale variants from real design system components.

    Afterpay

  • Competitive usability evaluation

    Plans, runs and reports competitor reviews using the Nielsen Norman Group method.

    Discovery

  • Audits, user flows and sitemaps

    A documented AI process for competitor audits, user flow and sitemap generation.

    Discovery

  • Deep research

    Gemini Deep Research and research workflows in Claude to widen discovery before decisions are made.

    Research

  • Design to shipped product

    A trilingual booking engine designed, coded, tested and deployed with Claude Code.

    Salty Cowboy, Threshold

  • This portfolio

    Moved out of Figma into code I edit by prompting, so changes and new work go live in minutes.

    rowenabaulch.com.au

See it in practice

Companies

Nine years across fintech, government, social innovation and global consumer brands.

  1. 2025 – 2026

    Dijitally (Freelance)UX Lead

    Dijitally builds and scales digital products for businesses such as Afterpay. I led strategy and design for Afterpay’s new global B2B website and owned its CRO (conversion rate optimisation) strategy. I also worked directly with the founder to design and implement new features in the booking engine, Roomstay.

  2. 2025

    Today (Freelance)Strategic Designer

    Today is a design and technology agency for social innovation, contracted by the Department of Transport and Planning to research Victoria’s new myki readers. I ran longitudinal and ethnographic studies to uncover customer trends and accessibility needs, led research operations and delivered the final report to the department.

  3. 2022 – 2025

    NAB Innovation TeamProduct Designer

    NAB’s innovation team works apart from the wider bank to move and test quickly. I used design to identify the biggest disruptive threats and opportunities for the bank across climate, payments, AI and crypto, designed and delivered NAB’s first crypto-based MVP for institutional customers, and built an AI tool for paralegals that cut trust-deed review from 45 minutes to 5.

  4. 2021 – 2022

    ED.UX/UI Designer

    ED. is a digital agency crafting original ideas and web applications for clients from universities to NGOs. I led evaluative customer research for Athena Home Loans and designed The Sydney Dialogues website.

  5. 2019 – 2021

    DeliverooAPAC Designer

    A global food delivery company founded in the UK, where I worked primarily with the UK and global teams. I designed multilingual digital campaigns, including Arabic and Cantonese, and optimised content with global marketing to lift click-through rates.

  6. 2017 – 2018

    HM.Designer

    HM is a strategic brand and communication agency serving clients from government to aged care. I designed wayfinding for Metro and PTV.

Beyond work

Outside of work, I’m an avid explorer drawn to adventures. Pictured here is a moment from my stay in Mongolia with a family of eagle hunters (sadly not pictured). Back home, I spend my time climbing, life drawing, hiking, and experimenting with photography.

Ro sitting on a grassy Mongolian hillside with three dogs under a blue sky

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