/work/banking · government · defence
Case studies, written as decision stories
Anyone can list deliverables. What matters is the decision: what I saw that others didn't, what I chose to do about it, and what it was worth. Eight pieces of work, each with the numbers I'm prepared to defend in a room.
#1
and #2 in Google · held two years
The brief said fix two pages. I rebuilt the category.
ANZ's commercial lending products were invisible in search. I made the business case for two new product pages, shipped them end to end, and set the template the bank still uses.
10 to15%
conversion uplift · est. $3m to $5m
Restructuring how a bank sells credit cards
Heatmaps and traffic analysis showed customers fighting the information architecture. The restructure lifted conversion 10 to 15%, worth an estimated $3m to $5m.
two sites intoone
delivered on time against a statutory deadline
Two government websites, one statutory deadline
Merged two complex Victorian Government sites into one against a hard 30 June deadline, through a sudden shift to fully remote delivery.
first
AI-generated pages taken to production
Origin's first AI-generated pages, from a blank brief
Handed a blank brief for Origin Energy's electrification hub, I did the groundwork on WordPress: research, information architecture, content and 20+ stakeholders aligned. Then the AI: I created web pages from scratch using generative AI for the first time and published a number of them, Origin's first AI-generated web pages, taking generative content from an 80 to 90% publishable mockup through to live production.
failing toshipped
buyingfor.vic.gov.au · two sites merged
Turning around a failing government merger
Led the team merging two highly complex procurement websites into buyingfor.vic.gov.au. Restructured the work around the critical path, ran condensed one-week sprints, and brought resistant stakeholders to alignment one conversation at a time.
$8.5m to$10.7m
team portfolio contribution · FY24 to FY25
Building a content strategy discipline at ANZ
ANZ's content strategy function had no shared framework. I introduced the operating model (Discover, Recommend, Deliver, Analyse) that standardised practice across the chapter and became the foundation for AI-enabled delivery. Led a team of 12 with seven direct senior strategists; the team's FY24 to FY25 portfolio contributed an estimated $8.5m to $10.7m in revenue, including crisis content coordination through Cyclone Alfred.
$1.1B
defence organisation's product experience
Restructuring a $1.1B defence organisation's product experience
Owned discovery and delivery planning for a full digital restructure of BAE Systems Australia's public product experience: information architecture, content model and templates, while managing vendors, budgets and the internal CMS team inside heavy compliance, brand and security constraints.
6
stage nurture journey · ANZ home lending
ANZ home loan journeys
Mapped ANZ's home loan customer journey with structured research, identified the content gaps, and designed a six-stage nurture sequence from first principles across the discovery-to-application path.
"Nathan has a remarkable ability to break down complex challenges into clear, actionable steps, thanks to his analytical mind and calm, considered approach."