I believe business can be a powerful way to improve the world around us.
My passion sits at the intersection of creating businesses that improve people’s lives, are commercially sound, and give founders the freedom to live the life they want.
Alongside my consulting work, I have built and sold several businesses of my own.
My early ventures were in the wedding industry, where I designed, grew, and sold businesses that helped fund overseas travel, contributed to my first home deposit, and allowed me to reinvest into future ideas.
More recently, I founded The Better Tea Co., a product-based wellness brand now stocked in nearly 300 retailers across New Zealand and Australia.
Building a physical product business from scratch has given me first-hand experience across:
product development
packaging design
supplier sourcing
pricing strategy
wholesale preparation
retailer relationships
ecommerce design
brand positioning
scaling with a small team
It has also given me a deep appreciation for the balance between thoughtful design and commercial reality.
A background spanning complex organisations and growing brands.
Over the past 15 years, I have worked across corporates, not-for-profits, and founder-led businesses, helping shape products, services, and experiences so they feel clearer, more useful, and easier for people to navigate.
My background as a service and UX designer includes work with organisations such as Air New Zealand, IAG Insurance, Westpac, Spark, Contac Energy, District Health Boards, and the Blind Foundation.
Many of these projects focused on simplifying complex or confusing experiences, such as insurance documents, power bills, and digital customer journeys. so customers could more easily understand their purchase and feel more in control.
Across these projects, the focus was often the same:
making things clearer
reducing friction
helping people feel more confident in their decisions
creating experiences that feel considered
I have always been drawn to work that makes things feel more human.
Bringing ideas into the real world
Alongside my own business, I have supported other founders in shaping and strengthening their products and experiences.
This has included:
Helping Getting Lost migrate from WordPress to Shopify and improving conversion rate from 1.8% to 5% through clearer structure and user experience improvements.
Supporting Ecovask with packaging design to better reflect the premium nature of the product.
Helping AROA identify suppliers, design packaging, and prepare for wholesale conversations before the product had even launched.
Across these projects, the focus has remained consistent:
clarity
cohesion
commercial viability
creating experiences that feel considered
I just wanted to say how much I've enjoyed this process (not something I have ever said in the times I've redesigned the website) and working with you. You are so knowledgeable and talented, crazy quick (which is how I love working too), you listen so well but still push back when an idea is not great and I am beyond delighted with the website - thank you.
— Cat Macnaughtan, CEO / Founder - Getting Lost
How I work:
My approach combines strategic thinking with design intuition.
I consider not just how something looks, but how it works, how it feels to the customer, and how it performs commercially over time.
I understand the pressures founders face when time, money, and energy are all on the line.
Decisions carry weight.
Trade-offs are real.
Resources are finite.
Because of this, I aim to provide guidance that is both thoughtful and practical.
The goal is always the same:
To create something people understand.
Something people value.
Something that improves their experience in a meaningful way
And something commercially strong enough to last.
A little more personally
I live in Dunedin with my husband, our toddler, and a very energetic German Shepherd who ensures I get outside every day.
Time in nature has become an important part of how I think and work. Space to walk, reflect, and notice things often brings the clearest ideas.
I enjoy kitesurfing, travelling, and learning new creative skills. Recently I have been learning embroidery, which has reminded me how satisfying it is to make things slowly and carefully.
After years of working at a fast pace, I have come to value thoughtful progress over constant urgency.
Building something meaningful takes time.
I started Changemaker Studio to support founders who want to create businesses that genuinely improve people’s lives.
Businesses that are thoughtful in how they operate. Considered in how they communicate. And strong enough commercially to sustain their impact.
Because when good ideas are supported properly, their impact extends far beyond the original product.
If you are looking for thoughtful, commercially grounded support as your business evolves, you are very welcome to get in touch.