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My work


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Karen Lenane

Principal CX Designer

nbn™ Australia

"I had the pleasure of working alongside Amanda while creating innovative customer experiences for a range of new health services. Amanda instinctively understands how to integrate the customer into a feasible and viable commercial offering. She builds strong stakeholder relationships, can unpack and articulate complex problems and develop innovative, actionable solutions. She is a highly versatile leader with strong empathy and a down to earth style that inspires teams she leads."


What my clients and colleagues say.....

Chris Korte
Partner, Digital & Technology Advisory at BDO 

"Human Centered Design skills and re-engineering out dated swim lane process thinking are Amanda's specialty. In the current post-covid business market, clients need to help to re-think the way they engage with their clients and staff. I was lucky enough to have known Amanda in a previous role and brought her into ASG to connect with clients exactly in this way. Over the past 12 months she has built her reputation and value with numerous clients and grown a strong like minded team with complimentary skill sets and experiences. Amanda has brought a fresh, passionate and human centered solution approach to help clients transition needs. Her dedication through thorough research ensures that the needs of clients can be met rapidly in order to build iterative solutions that are designed in an agile manner to add business value in the short term."

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Work Experience

Founder & Chief Humanist

Coolkids are a group of smart and curious designers, marketers, change professionals, and business analysts who work together to solve problems. We offer pro bono expertise to partner organisations in strategy, innovation, design & change consulting. We focus on contributing to projects where our expertise delivers significant value to a client, and which are meaningful to us. We're all about creating a more human-led environment where people and businesses can thrive, with the goal of making the corporate world more empathetic, productive, and fun for everyone.

April 2021 - January 2023

Principal Consultant - Experience Design & Change Management

NRI (previously ASG Group) help customers realise their vision, deliver on their mission, and achieve or exceed their business objectives. We do this through the excellence and experience of our people, the maturity and agility of our processes, and the best of available technology.
In this role I led a team of HCD specialists and Change professionals offering:


  • Innovation and design consulting

  • Human-led transformation strategy development and execution

  • Strategic design

  • Service design

  • CX & EX Design

  • Design Research

  • HCD, Innovation & Change capability uplift

February 2020 - January 2021

Strategic Business Design Manager - Datacom Connect

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Delivering in this role:

  • Providing Consulting services to Datacom Connect clients

  • Solution design that incorporates leading edge technology, customer & employee experience innovation and design thinking concepts and techniques

  • Drive and execute customer experience consulting opportunities with clients, and with the wider Datacom business

  • Build, lead and grow a sustainable consulting process 

  • Work with the team to identify future offerings and commercialise/productise for market consumption 

  • Proactively identify and collaborate on areas of sell through opportunities for other Datacom services and partner offerings that will enhance client performance 

  • Design and deployment of customer experience roadmaps and service design blueprints

  • Thought leadership in all areas of consulting including presenting at events. 

March 2018 - February 2020

Senior Consultant - Strategy, Design & Innovation

Telstra Purple launched in 2019 as the largest Australian-owned team of technology services professionals – 1500 experts across four countries specialising in network, cloud, security, collaboration, mobility, software, data and analytics, design and innovation. 

Technological developments have a purpose: serving people. That’s what Telstra Purple is all about. 

We believe it’s people who give purpose to technology, and it’s the power of purposeful technology that inspires people. We’ll help you transform your business.

As a lead consultant, I delivered specialist consulting to mid-market, government and large enterprise customers, helping them to shape, design and deliver human-led innovation.

Key capabilities:

  • Strategy, innovation and design consulting

  • Human-led digital transformation strategy development and execution 

  • Employee, customer and stakeholder experience including design research, value proposition creation, service design, UX/UI governance, capability building in design thinking, VoC and VoE program design and evaluation.

  • Leading and collaborating with internal and external design/innovation/technology consultants to deliver desirable, feasible and viable outcomes for clients, to the highest quality.

  • Mentoring and guiding junior consultants and client team members in best practice design thinking methodology and methods

In my role as National Customer Experience Manager at EML I was responsible for : 

  • Driving measurable change for our customers through the establishment of EML’s customer strategy

  • Leading the CX team in building the Human Centred Design capability for the organisation 

  • Working collaboratively on co-designing solutions for our customers with external stakeholders and our people

  • Leading the Voice of the Customer strategy, and supporting the Voice of Employee strategy in partnership with People leaders

  • Establishing a Customer Innovation Centre to ensure we are constantly listening to our customers and designing solutions to improve their experience. 

In this maternity leave contract role with BUPA I led the Experience Design team, part of the wider Customer Insights Analytics and NPS team, providing compelling, timely, actionable insights to support agile decision making and the delivery of an exceptional Bupa customer & employee experience to drive profitable, sustainable growth for the Australian & NZ Market Unit. 

Key deliverables:

  • Lead the design, development and implementation of the Bupa Value Proposition – a strategic pillar of the Bupa 2020 operational plan - by working in a collaborative and agile way with Executive sponsors, project working groups, stream leads, consumers and Bupa people to deliver key signature experiences that will drive love for Bupa.

  • Support the health insurance, health services and aged care business units in developing robust and best practice customer experience initiatives and programs.

  • Act as a “centre of excellence” for frontline teams and operational CX practitioners throughout Bupa by best practice methodology, case studies and training materials and consistent design tools such as empathy mapping and persona development templates.

Silver Chain Group promotes a wellness and independence approach through all areas of our organisation. Fundamental to this is the belief that everyone should be supported to be the very best that they can be. The extensive range of services delivered by the Group include domiciliary nursing, wound care clinics, home support services, palliative care, home hospital and remote health services

In this role I led a team dedicated to ensuring that the voice of the consumer actively informs decision making in key areas of the business. My main focus was to champion internally on behalf of consumers to ensure their needs and values are understood and that systems are in place to support consumer partnership through the following activities:

  • Provide recommendations and expert advice on consumer partnership to ensure all levels of the organisation understand the value of consumer engagement and the consumer experience.

  • Manage, lead, advise and support consumer engagement activities to ensure the consumer voice informs organisational culture, strategies, training, services, processes and policies.

  • Lead, plan, develop and co-ordinate designated consumer engagement activities and make recommendations to ensure organisational projects are informed by the consumer experience.

  • Act as the designated Privacy Officer for the organisation.

  • Monitor best practice consumer partnership and make recommendations to ensure the organisation remains informed and relevant.

  • Identify and co ordinate organisational responses to emerging trends, and assist the organisation to maintain a customer focus.

National Customer Experience Manager

July 2017 - December 2017

Customer & People Experience Design Manager

October 2016 - July 2017

October 2014 - October 2016

Consumer Experience Leader


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Flinders University

Doctor of Public Health, Digital Health Design

"Promise and Peril: applying ethical principles to telehealth practice to improve service delivery for clinicians and patients."


Monash University

Master of Public Health

Graduate Diploma, Health Economics & Policy

Prosci® Certified Change Practitioner
Issued by Prosci

Earners of the Prosci® Certified Change Practitioner badge have the knowledge, skills, and tools to drive successful change initiatives. They can apply the Prosci Methodology and tools to create a change management strategy and plans, with the necessary commitment to enable individual change and achieve organizational results and outcomes.



Health Issues Centre

Graduate Certificate in Health Consumer & Community Engagement


University of Tasmania

Master  of Business Administration



University of Adelaide

Bachelor of Arts (Honours)

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LUMA Insitute Certified Human-centered Design Practitioner
Issued by LUMA Insitute

Human-centered design (or design thinking) skills help us unlock our most innovative and creative work; when you’re equipped with the proper tools, you can confidently navigate challenges of all sizes. Simply put, design thinking helps us communicate and collaborate better using simple, proven, repeatable activities that get results.

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