• Putting experience design and strategy in the spotlight

    ​A few years ago, there was lots of chatter about the elusive UX unicorn; a mythical person capable of delivering everything from research to design to development. It became an obsession for the industry, sparking debate about whether this was the metaphor for how unreasonable our expectations of designers had become, while some felt it was what all designers should be aspiring to.

Tracy Brown

  • Experience design strategy director, DT
Tracy has 17 years of digital experience, working as a visual designer, creative director, UX, innovation consultant and service designer before compiling all of those skills into her role as an experience strategist. She has worked with a number of FTSE100 organisations, NGOs and startups across the UK, and also led ambitious research projects, such as designing a change to the Chinese medical referral system. This involved ethnographic research and designing a service prototype for AstraZeneca in Asia. Tracy joined DT at the beginning of 2014 and is now a strategic and UX advisor to multiple clients including Bupa, Coles, Macquarie, NAB, Hesta, Deakin, Beyond Bank, Kmart and ASB.

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