# Daniel Shires
**Senior Product Designer**  
hello@danielshires.com · 0466 045 614 · danielshires.com

## Summary

Senior Product Designer with experience shaping and delivering complex digital products in financial services. Combines strategic discovery, customer-centred design and systems thinking to turn ambiguous problems into scalable product experiences. Experienced in influencing product direction through concept development, collaborative workshops and stakeholder engagement, with a track record of contributing to measurable customer and business outcomes. Increasingly integrating AI into research, prototyping and design workflows to accelerate exploration and bring ideas to life.

## Core skills

- Product discovery, problem framing and opportunity exploration
- End-to-end product design: discovery through delivery
- Concept development, prototyping and user testing
- Customer journeys, information architecture and interaction design
- Cross-functional workshops, co-creation and stakeholder alignment
- Design systems, accessibility and scalable UI patterns
- AI-assisted ideation, prototyping and development
- Mentoring, design quality and cross-team collaboration

## Experience

### Commonwealth Bank — Senior Product Designer
*Mar 2026–Present*

- Lead discovery into the future of customer communications and activity, mapping current-state experiences, synthesising research and identifying opportunities to help customers understand what needs their attention, stay informed and return to important information.
- Translate discovery insights into a prioritised backlog of Q2 opportunities, including simplifying notifications on the CommBank app home screen through UI improvements.
- Develop and iterate future-state concepts exploring progressive disclosure of notifications, with concept and usability testing being organised to validate approaches and inform Phase 2 development.
- Facilitate cross-functional workshops and co-creation sessions, presenting recommendations and opportunities for further exploration to senior stakeholders to influence product direction.
- Led discovery and design workshops for CommBank Yello 3.0, collaborating with product managers, engineers and third-party providers to explore opportunities and inform future product direction.
- Delivered post-MVP improvements to Yello status information and activity tracking.

### Commonwealth Bank — Senior UI Designer
*Nov 2023–Jan 2025 | CommBank Yello*

- Played a key role in delivering CommBank Yello 2.0, including Yello on Home, Eligibility Tracker, Combined Settings and a redesigned information architecture.
- Contributed to 1.9 million unique customer engagements between May 2024 and May 2025, alongside reported increases of 700% in hub visits, 4× in user visitations, 5× in offer clicks and 3× in offer activations.
- Evolved the Lumen design system to improve accessibility, consistency and scalability across CommBank Yello, balancing design quality with engineering feasibility.
- Developed digital app guidelines and reusable UI patterns to support consistent implementation across experiences.
- Collaborated with UX, research and content design partners to explore and communicate future-state concepts.
- Mentored graduate designers, both of whom subsequently secured permanent roles.

### Commonwealth Bank — Specialist UI Designer
*May 2022–Dec 2023 | NetBank & CommBank Yello*

- Designed and delivered native and web experiences for national rollouts of CommBank Yello across Everyday, Everyday Plus and Homeowner segments.
- Designed onboarding flows, a cashback selector and the What’s New experience to support customer engagement and feature discovery.
- Contributed web and native components to the Honeycomb/Hive design system, supporting reusable and consistent interface patterns.
- Led a visual uplift of NetBank across desktop and mobile, improving consistency across key digital banking experiences.

### Formbay — Digital Designer
*2020–2022*

- Combined UX/UI design, visual design and front-end development to deliver digital experiences for an Australian STC trading company.
- Led discovery and delivery of four customer support pages designed to help customers self-serve and reduce reliance on support channels.
- Conducted more than 10 client interviews to develop actionable personas and inform improvements to onboarding and task completion.

### Scenic Luxury Cruises & Tours — Digital Designer
*2019–2020*

- Designed and delivered digital marketing assets across Scenic River Cruises, Scenic Eclipse, and Evergreen and Emerald Waterways.
- Produced landing pages, email campaigns, digital display advertising and social media assets.

### Freelance Designer — Various Clients
*2018–2019*

- Delivered digital and visual design projects for corporate, retail and education clients, including BT/Westpac, Gallagher, MASO Fitness, The King’s School, Metcash, Ruralco and Finite IT Solutions.

### MADE.COM — Creative Artworker
*2017–2018*

- Produced digital and print campaign assets for an interior design retailer, including catalogues, newsletters, web banners, invitations, PR materials, press advertising and social media assets.

## AI-assisted product development

- Conceptualise, design and develop personal digital projects using Cursor and ChatGPT, taking ideas from initial concept through to working web experiences.
- Use AI-assisted coding and iterative prototyping to explore ideas, build interactive experiences and extend design capabilities beyond traditional design tools.

**Portfolio:** danielshires.com

## Education

- **UX/UI Transform** — Academy Xi, Sydney, 2021
- **Graphic Design** — Shillington, London, 2016
- **BA (Hons), Documentary Photography** — University of South Wales, 2009–2012
- **Graduate Diploma, Art & Design (Photography)** — Kingston College, 2007–2009

## Awards & recognition

- **NSW Nominee, Ultimate Success Awards**, CommBank, 2025
- **Excellence Award, Breakthrough Outcomes**, CommBank Yello, 2024
- **Best Overall Loyalty Programme**, Asia Pacific Loyalty Association, CommBank Yello, 2024