DIRECTOR
OF DIGITAL
INTEGRATING SPACE, SERVICE & LIVED REALITY WITH TECHNOLOGY
As Director of Digital at ECLAT, I led the strategy, design and evolution of ECLAT’s digital ecosystem; connecting brand, physical space, hospitality, service delivery and operations through technology. I directed the development of the ECLAT App, ECLAT Dashboard, ECLAT Order API, CRM integrations and web platforms, defining how each product should function within the broader customer and operational experience. My role encompassed digital strategy, product definition, requirements architecture, UX/UI direction and systems integration, translating complex business requirements, user behavior and brand intent into intuitive digital products designed to operate cohesively across both physical and digital touchpoints.
I led digital initiatives from concept through implementation, coordinating specialist development partners, establishing briefs and priorities, directing interface and experience design, reviewing technical dependencies, and guiding testing, deployment and refinement. The objective was to create more than individual software products: it was to establish a connected digital environment that made sophisticated workplace, hospitality and service systems feel simple to use. This approach positioned digital as a defining component of the ECLAT experience, scalable platforms connecting people, place and operations, contributing to internationally recognised digital products and a distinctive market proposition.
DIRECTOR
OF DIGITAL
INTEGRATING SPACE, SERVICE &
LIVED REALITY WITH TECHNOLOGY
As Director of Digital at ECLAT, I led the strategy, design and evolution of ECLAT’s digital ecosystem; connecting brand, physical space, hospitality, service delivery and operations through technology. I directed the development of the ECLAT App, ECLAT Dashboard, ECLAT Order API, CRM integrations and web platforms, defining how each product should function across user and operational experience.
My role and leadership encompassed digital strategy, product definition, requirements architecture, UX/UI direction and systems integration, working with a team of brilliant consultants translating complex business requirements, user behavior and brand intent into intuitive digital products designed to operate cohesively across both physical and digital touchpoints.
THE ECLAT
DIGITAL
PASSPORT
Aligning the visual and experiential format of ECLAT with its digital platforms. Reflecting brand language and design principles present throughout the physical environments. My objective was clarity and coherence, translating the spatial and creative architecture of ECLAT into a unified digital experience. Leading the project with the extraordinary talent of Exo Digital, Tech Sapiens & AWD Digital.
CRM DASHBOARD
A connected environment enabling bookings, communication, hospitality services and operational management across the ECLAT ecosystem.
BRANDED UI/UX
Carefully considered UI/UX ensured that digital interactions feel as refined, intuitive, and coherent as the spaces themselves.
F&B ORDER API
A custom system enabling food and beverage ordering across the platform — integrated with CRM and operational workflows.
DIGITAL INTEGRATION
Connecting infrastructure, services, software and user interaction touch points into a single, cohesive operational system.
PERIOD OF DISCIPLINE
August 2021 - July 2025
Digital design was the connective tissue between brand, space, operations, hospitality and technology at ECLAT. Creating it was the point where creative direction, infrastructure and customer experience converged into something functional, scalable and commercially meaningful.
I led the strategy, direction and delivery of ECLAT's core digital ecosystem: the ECLAT App, the Eclat Dashboard CRM platform, the ECLAT Order API process, and the broader web environments including eclat.com, eclat.com/noted and formedesign.com.au. This was not interface design or project coordination in any limited sense. It meant translating the logic of the brand, the requirements of operations and the realities of technical infrastructure into integrated digital systems that could support daily use, scale over time and reinforce the distinctiveness of the ECLAT model.
Everything developed through the Creative Director, CTO and Business Architecture disciplines fed directly into this process. Brand language, visual systems, tone of voice, UX expectations, infrastructure logic, access control environments, networked systems and operational requirements all had to be resolved through digital products that felt seamless to the user. The role was therefore as much about orchestration as delivery, ensuring the business did not end up with disconnected tools, inconsistent interfaces or digital experiences that undermined the premium standard set everywhere else.
The result was a world class unified digital environment designed not simply to function, but to embody the business itself: brand-led, hospitality-infused, intelligent and built for scale.
SCOPE | EXPERIENCE
Product Direction — ECLAT APP
Directing the Eclat App as a flagship digital product and central expression of the company's broader vision — conceived not as a standalone utility, but as a digital concierge and member passport: integrating hospitality, access, booking, support, account management and community interaction into a single branded environment. The hospitality thinking inside the app is explored in the technology behind ECLAT. →
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Defining the app's role within the wider business model
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Ensuring visual and experiential alignment with the physical Eclat environment
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Aligning app behaviour with CRM, access control and operational systems
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Considering scalability across future locations and amenities
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Treating the app as a key market differentiator rather than a generic member tool
Product Direction — ECLAT ORDER API
A defining feature of Eclat's digital environment was the co-development of a custom hospitality-led ordering process extended from the Bepoz platform — designed to integrate digital food and beverage ordering directly into the wider workplace ecosystem. This was one of the clearest expressions of Eclat's departure from conventional coworking technology models.
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Shaping a digital ordering experience aligned with genuine hospitality service
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Integrating ordering pathways into member accounts and CRM behaviour
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Supporting links between user identity, location, privileges and account allocation
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Enabling food and beverage ordering to function as a natural layer of the day-to-day workplace experience
Product Direction — ECLAT DASHBOARD
Directing the development of the ECLAT Dashboard as a curated digital operations layer over the underlying CRM platform — transforming a standard back-end system into a branded front-end environment aligned with Eclat's visual identity, tone and user expectations. The dashboard is the interface to the operating model documented in business architecture. →
Rather than accepting a generic software interface, the dashboard was shaped to feel like a native extension of the business. Through the integration of Noted and the ECLAT Order API, the platform became a more connected operational environment: editorial, hospitality, booking, account and service workflows within a single digital ecosystem.
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Directing the branded interface layer over the CRM
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Integrating Noted and the Order API to extend platform capability
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Supporting staff adoption and practical day-to-day usability
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Treating internal platform quality as a direct reflection of service quality
Product Direction — Web Development
Directing, co development and ongoing governance of eclat.com, eclat.com/noted and formedesign.com.au — ensuring public-facing digital environments supported brand communication, editorial storytelling and commercial credibility.
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Structuring website purpose, hierarchy and narrative flow
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Aligning web design with the wider brand and digital product ecosystem
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Overseeing tone of voice, content structure and visual continuity across channels
Project Leadership & CTO Interface
Acting as project lead across core digital initiatives and serving as the principal interface between digital product work and the broader technology infrastructure. Ensuring digital products were built around real systems, not idealised assumptions.
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Establishing scope, timelines, dependencies and priorities across concurrent workstreams
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Aligning app, web and platform development with network, hardware and access systems
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Balancing strategic ambition with implementation reality
Requirements Gathering & System Architecture
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Identifying business requirements across members, staff, hospitality, ops & site management
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Mapping use cases, edge cases and practical operational dependencies
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Converting business logic into structured functional requirements
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Anticipating future scalability requirements and multi-site behaviour
UX/UI Oversight
Overseeing UX and interface direction to ensure ECLAT's digital products felt consistent with the broader brand world while performing as intuitive and effective user tools. Digital interfaces had to carry the same tone, material sensitivity and sense of intent expressed across the physical environment.
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Guiding user experience principles across app, CRM and web environments
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Reviewing layouts, flows, navigation and interaction patterns
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Ensuring digital design did not drift into generic SaaS presentation
API Integration
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Supporting integration between app, CRM and operational systems
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Aligning digital products with access control, account management and service workflows
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Coordinating API-led communication between front-end products and supporting services
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None of it runs without the infrastructure layer beneath it. →
Testing, Deployment & Vendor Management
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Coordinating staging, user acceptance testing and quality assurance across digital products
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Reviewing outputs against requirements prior to deployment
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Managing phased rollout, issue identification and post-launch refinement
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Directing and managing all external digital product vendors and development partners — Stone Digital, Exo Digital, AWD Digital — ensuring deliverables reflected agreed standards
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Brief writing, scope negotiation, milestone review and output quality governance across all third parties
Awards Recognition
The Eclat App & Eclat Order API received formal industry recognition, winning the Best Technology Solution award at the Australian Coworking Summit, Gold at the Good Design awards, and Gold in both Better Future Melbourne and the World Design Awards. Validation that the approach to digital product design taken here was genuinely distinctive within the flexible workspace sector.
A proof of concept
This first iteration of digital tools and platforms was a proof of concept, my ambition has always been to develop a completely standalone iteration built from the ground up, connecting commercial building management, hospitality operators, residential tenants and every person that walked through the door in new and exciting ways.
APPLIED SKILLS
Digital Strategy & Product Direction Digital ecosystem strategy · Product definition and roadmap direction · Cross-platform integration thinking · Requirements architecture · Scalability planning · CRM-led digital environment design
UX, Interface & Web UX principles and user flow oversight · Interface direction · Information architecture · Website strategy · Content structure and hierarchy · Brand-to-digital translation
Integrations & Systems Connectivity API integration direction · CRM-to-front-end alignment · Access control and digital product integration · Hospitality system connectivity · Cross-system logic mapping
Project Management & Delivery Scope definition · Milestone management · Vendor coordination · QA oversight · Post-launch governance · Issue triage and resolution
Analytics & Digital Performance Google Analytics · Google Search Console · Web performance monitoring · Digital KPI tracking · Conversion pathway review
Platforms & Tools Nexudus · Bepoz · Adobe Suite · Wix · WordPress · Webflow · Squarespace · Figma · Adobe XD · Notion · Slack · Trello · Asana · Google Workspace · Stripe · Xero
SUMMARY:
The digital environment was now coherent, functional, branded and market-differentiated. The next discipline turned entirely inward — to the physical world. To the architecture of rooms, materials, light, furnishings and atmosphere that everything else ultimately had to inhabit.