Virgil Reality Sydney Digital Consultant

User Experience, Customer Experience

I’m an experienced User Experience (UX) and Customer Experience (CX) professional.

  • User Research & Journeys: I can conduct in-depth user research, map user journeys, and develop human centred prototypes.

  • Stakeholder Engagement: I can navigate stakeholder concerns and resolve conflict.

  • Digital Product Development: I can create, refine, and scale digital products, environments, systems, and services. I can create UML, flow diagrams, and system architectures.

  • Performance & Accessibility: I’m committed to delivering solutions that focus on ROI. I value page speed, SEO, and accessibility, complemented by asset creation and visual design.

  • Continuous Learning & Innovation: I’m a lifelong learner, constantly integrating the latest research and insights into human-system interaction. This includes the application of human-centred design and AI.

  • Strategy & Documentation: I can deliver great documentation and strategy that aligns with user experience goals.

  • Field Experience: I have an affinity to product lifecycle management. Including legacy systems. I use modern collaboration tools such as Figma and Figjam. I leverage analytics to optimise results.

Thank you for this opportunity to present to you. I’d love a chance to learn more about your business and demonstrate how I can help your reach your goals.

This is what I can do for you.

Virgil Reality on LinkedIn
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Notable Customer and User Experience Projects

I can help you out as a freelancer, contractor, or team member. Please email or call +61 0405 129 049

AI Workflow and integration

I was working on some AI projects late last year. Two involve generative audio for podcasts, video and help content. Another is a sentiment analysis model. In another, I'm running experiments in several mediums for a business integrating AI workflow. I’ve been downloading models, merging and training them using a tool recommended by the AI meetup group in Sydney. I’ve been exploring ‘Human-in-the-loop’ workflow.

A generated speech example. Click on the play button.

City of Melbourne

Senior UX Architect. A five month contract for the City of Melbourne helping the user experience team. I provided CX/UX and helped build prototypes of the interactions. I participated in meetings and presentations with the team. We mapped the user journeys for previous and emerging criteria.


EngageTV is a programmatic buying network. CTV, BVOD, DV360 and YouTube Advertising. I provided research, UX and Service Design. I wrote the Requirements Definition Document for the system. I created flow diagrams and wireframes. I built a brochure site in WordPress for the launch. I worked out combined reporting metrics and dashboards from the data sources. All presented in LookerStudio and Metabase. Agency: Switch Digital


UX Lead, Customer Experience and Business Analyst. A 200 retail outlet cruise travel group with all major cruise line APIs. A ten month redesign of the service, interfaces and the back-end booking system. I wrote the requirements for the project. A headless CMS architecture was eventually chosen for the front end. This integrated into the back end booking system; Odysseus. The system incorporated the B2C customer interface (with booking), a B2B Agent Portal (with tools and training) and a customer management interface for agents.


A 10 month contract as UX Lead to redevelop the dealer network online. 47 dealers with brands such as Subaru, KIA, Volkswagen, Mitsubishi and Isuzu. I polled stakeholders, conducted research, mapped user journeys and wrote requirements. I created wireframes and prototypes. Consistency was key in presenting functionality, vehicles (new and used), organising test drives, booking a service and managing vehicle ownership. I presented to the dealer groups who flew into New South Wales. I coded up the HTML/CSS/JavaScript for each brand group.


I was a UX Lead and Business Analyst. The 12 month project was a complete redesign of the Toyota Website. Also a CMS implementation (Sitecore) and an automated development pipeline for the vehicle hubs (Camry, Corolla, Yaris, Hilux etc). I supplied research, user journeys, requirements, wireframes and a UX prototype. I wrote help content, developed an approval process and presented to clients and teams. I coded the responsive front end code and some adaptive pages (about 200).


A twelve month contract as a Business Analyst and UX Lead redeveloping CareerOne. I polled stakeholders, analysed the current system and devised solutions with the team. I wrote the Requirements Definition Document (Business, Functional and Technical). I created new data structures for the service and helped integrate the contextual search. I created training materials, wireframes and development prototypes.

Disney/Paramount Pictures

Two projects for Extend Media in Boston. Magento Enterprise online stores for Disney and Paramount. I fine tuned existing UX, wireframes and member user journeys. I created Requirements Definition Documents. For Paramount I explored and documented cross-sell, up-sell opportunities. I coded up the front end code for both solutions. I presented my documentation and results to teams in Canada, US and India.

Siebel Oracle eDocs

I worked as a member of the professional services team at edocs. I used their proprietary tool to specify data ranges in flat file data for quick web delivery. This was for customer self service and online billing interfaces. Online billing of Banking, Telcos, Healthcare, Education and Insurance. I created UX/CX architecture and interfaces for many well known US websites. The company had 77 million billing customers looking at these interfaces worldwide. I also worked with the team creating an online billing publishing pipeline.

Modern Boating Magazine

I built a CMS and Classifieds Engine within the Modern Boating Magazine website. I wrote a requirements definition document. I created all the UX and Data architecture and coded the system in PHP/MySQL/HTML/CSS and JavaScript.

Warehouse Ordering System

Stephen Salgo sales (now acquired) was the leading provider of hospitality supplies. Crockery, cutlery, glassware, kitchenware, bain-marie, pots, uniforms, footwear and more. Approximately 9,000 products in total. I built a full catalogue system for all the products based on the print version that was being used. I built a data feed to load products and pricing into the site every day. This included personal pricing for member groups. They saw their price online. Users could search, create their order and submit it. The order was transferred to the warehouse for packing and delivery. I created the UX and Data Architecture. 12 month contract.

User Experience Portfolio

This slide gallery contains samples of my work. Click on any image to view. Flick up to exit on mobile or click the icon in the corner on desktop.


 Content Strategy and Management  Data Analytics  Google Analytics  Copywriting  Technical Writing  Customer (CX) and User (UX) Experience  Service Design  Media Strategy  Training and Courseware  Product Management  AI Workflow  Project Management  Web Development and Code  Graphic Design  eCommerce  Digital Marketing and Advertising

Software Experience

Content, Creative, UX Design and Prototyping

  • Primary UX: Figma Have used: Adobe XD, Axure
  • Charting: FigJam Have used: Lucid Chart, Excel
  • Graphics: Adobe Photoshop, Adobe Illustrator, Canva (also AI)
  • Content Management: WordPress, Shopify, WeWeb, Expression Engine CMS, Craft CMS, Drupal, Sharepoint, WIX, SquareSpace
  • Video Editing: Premiere Pro (also for transcriptions) Have used: AfterEffects
  • Document Layout: Adobe InDesign, Adobe Acrobat, Google Docs (slides, docs, sheets)
  • Audio Editing: Logic X Professional

Ad Platforms, Leads and Tagging

  • Google: Google Marketing Platform, Google Ads, Google MyBusiness, Google Tag Manager
  • Programmatic: TheTradeDesk
  • Social: Facebook, TikTok and Instagram

Project and Collaboration

  • Primary Project:, Jira Have used: Trello, Asana
  • Collaboration: FigJam, Slack, Discord, Zoom, Microsoft Teams Have used: Miro, InVision

Development and Integration

  • UX/Site Testing: Broswer Stack, Code Validators, PageSpeed Insights, GT Metrix, Accessibility
  • IDE: Visual Studio Code
  • Primary Cloud/Hosting: Google, CPanel Have used: AWS
  • Coding Languages: HTML, CSS, JavaScript, PHP, Python, Golang, Gin Some team and requirments exposure: React
  • Automation: Zapier Have used: Stitch
  • Technologies: Docker, Chrome Developer Tools, Bootstrap, DataSlayer, Omnibug
  • APIs: Google Maps API, YouTube API, OpenAI API
  • Databases: MySQL, BigQuery, Mongo DB
  • Source: GitHUB Have used: BitBucket
  • Integrations:Calendly, Vimeo

Data, Analytics, and Measurement

  • Analytics: Google Analytics (Universal and 4)
  • Data Visualisation: Looker Studio, Metabase
  • Data Transport: Stitch, DBT
  • Optimisation: AllinOneSEO, Yoast, Google SiteKit, WP Rocket Cache, Google SiteKit, Litespeed Cache, Varnish Cache

Business Tools

  • Office: Google Workspace (Docs, Sheets, Slides), Office 365 (Word, Powerpoint, Excel)
  • Business Platforms: Xero, Docusign
  • CRM:, HubSpot Have used: Salesforce
  • Email: Mailchimp


I have experience in, telephony, banking and finance, advertising and media, publishing, FMCG, retail, classifieds (jobs, cars and houses), social networks, entertainment, education, healthcare and insurance.


My roles have included, Innovation and Data Manager: Switch Digital, Technology Director: MercerBell, Head of Professional Services: Emitch, Channel Manager Listing Products: Fairfax Digital, Senior Designer, Information Architect and Developer: Selenium Interactive.

I have held long term contracts for, Siebel/Oracle: Professional Services Lead, Online Billing, CruiseCo: UX Lead and Business Analyst, Inchcape: UX Lead and Developer, Toyota: UX Lead, Business Strategist and Developer, CareerOne: UX Lead and Business Analyst, Extend Media (Disney and Paramount): Business Analyst, UX Lead and Developer, News Corp (Carsguide/TrueLocal and others): Business Analyst, UX Lead.


Oracle, CommBank, Kikkoman, Disney, Paramount, City of Melbourne, Inchcape, Toyota, Mastercard, NRMA, News Corp, Tourism Australia, ADMA, Tag Heuer, BankOneAmerica, FleetBoston Financial, Vodafone UK, NAB, Telstra, Sydney Morning Herald, TheAge, Claude Neon, ANZ, Franklin Templeton, IBM, AT&T, Virgin, Australian Ballet, Medibank Private, Oohlala, Sheraton, Greater Union, Docklands, American Express US, HSBC Hong Kong, Ssangyong, Liberty Oil, Ticketek, KPN Dutch Mobile,,,, Channel 7, Foodland, TrueLocal, Cisco, Swisscom, BT, Telecom Italia, AAMI, AMP, Wells Fargo, Fairfax, Westpac,, Pfizer, Volvo, Unilever, BRW, Rolls Royce, BHP, Austrade, Fat Prophets,, City of Charles Sturt, Seek,, Crikey, Bata, Cabots, Coca Cola, Timberland, Officeworks, Country Road, Seppelts, Nissan, Nintendo, Merck Sharp Dohme, Mirvac, Abercrombie and Kent, Stuart Alexander and more.

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Virgil Reality on Google

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This site is not a template. I designed it and it’s 100% hand coded in PHP, HTML, CSS and JavaScript.
The images are a mix of generative and Photoshop composition, with some minor painting. This is part of the exploration of AI and workflow.

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