Hi! I'm Daniela, a UX/UI & Brand Designer based in Melbourne, passionate about creating visually engaging and user-centred experiences.

Resume

UX/UI &
Brand Design

Play HQ Goodwill Wine Diversicare Drip & Co. EML
Featured work
About me
Daniela Puentes Daniela Puentes
UX/UI & Brand Designer

I'm a designer with a background in industrial design, now combining that foundation with UX design and branding to create thoughtful, human-centred work. Through a hands-on UX bootcamp, an agency internship and volunteer client projects, I've built skills across usability, interaction design and visual identity — moving fluidly between digital products and brand experiences, always led by research and a genuine care for the people using what I design.

My experience
Goodwill Wine — UX Designer
Jan 2025 – Mar 2025
  • Redesigned the homepage and navigation to make buying easier and the brand's charitable mission clearer
  • Ran user research and usability testing, including A/B tests, to validate design decisions
  • Designed a personalised wine quiz to help unsure buyers discover the right bottle
Green Connect — UX Designer
Oct 2024 – Dec 2024
  • Streamlined website usability and navigation to reduce friction for a non-profit client
  • Simplified site architecture and improved onboarding to communicate the site's value proposition
Play HQ — UX Designer
Aug 2024 – Oct 2024
  • Interviewed users to uncover navigation, messaging and feedback pain points in a sports management app
  • Designed intuitive flows connecting users with teams, clubs, leagues and governing bodies
  • Collaborated with stakeholders to align features with user needs and business goals
Ignite Small Business Support — Volunteering Graphic Designer
Mar 2024 – Jul 2024
  • Designed brand identities for Diversicare Solutions and EML Art Cookies, from concept to final assets
  • Collaborated directly with founders to translate their story into logos, colour and visual assets
Pascal Satori — Graphic Design Internship
Apr 2024 – Jul 2024
  • Developed the Drip & Co. brand identity, translating a "dripping" flavour concept into visual design
  • Applied the identity across packaging, stickers and merchandise
Level Up Studies — Graphic Designer & Event Assistant
Feb 2021 – Aug 2021
  • Designed branding, presentations and promotional pieces for academic programs and student events
Daniela Puentes Ready to turn ideas into impact?
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Let's Talk!
© 2026 Daniela Puentes Melbourne, Australia
Daniela Puentes

Play HQ

PlayHQ Sports helps people organise and manage sports leagues, competitions and teams — from registration and scheduling to scoring and community engagement.

Role
UX/UI Designer
Industry
Sport Tech
Duration
8 Weeks
Team
Harness Project
Play HQ app mockups
Problem
No easy way to stay updated on your favourite teams and sports news.

User interviews surfaced four clear pain points shaping the redesign:

Navigation & messaging
  • Hard to find recent games or specific teams and leagues
  • Group chats are cluttered, burying important updates like game times
Feedback & engagement
  • Parents get performance updates only once a season
  • Strong demand to share personal stats to boost engagement and connection
Solution
Play HQ news and stats screens

News, stats & community

Users can follow clubs and players, read breaking news and engage through comments and reactions. In-depth, shareable stats and a community hub with highlights keep even non-team users engaged.

Play HQ schedule and feedback screens

Schedule & feedback

Weekly feedback and a monthly review, with reminders for upcoming games and training sessions so nothing gets missed.

Play HQ messages screens Play HQ search and sync screens

Messages & search/sync

Dedicated team and admin chats keep communication organised, while search and sync let users find nearby teams and sync schedules straight to their own calendar.

Sketching & wireframes

I began the design process with sketching, which allowed me to quickly explore multiple ideas and iterate efficiently before moving into high-fidelity screens.

Play HQ sketches and wireframes
My approach

An 8-week Double Diamond process — from understanding PlayHQ's needs and interviewing users, to analysing insights, prototyping and testing the solution with a multidisciplinary team from Harness Projects and a Senior Design Researcher at Canva, before presenting to PlayHQ's CEO and Product Design Specialist.

Discover
Define
Ideate
Prototype
Test
User persona
Matthew Roberts persona
Matthew Roberts
Marketing Specialist · Melbourne

Background

  • 25, plays amateur football, values fitness and team camaraderie
  • Wants easy access to stats and schedules without stress

Pain points

  • Can't share stats with friends, limiting social interaction
  • Infrequent coach feedback and hard-to-find match details
Results & learnings
Daniela Puentes

Goodwill Wine

A social enterprise in Australia that sells quality wine and donates 50% of profits to charities chosen by customers — offering vegan, eco-friendly wines and inclusive employment.

Role
UX/UI Designer
Industry
Food & Beverage
Duration
8 Weeks
Team
Harness Project
Goodwill Wine website mockups
Problem
Visitors struggle to buy due to a confusing site and unclear brand mission.

The existing design made it difficult for users to navigate, understand the wine's value, or feel connected to the brand's charitable mission — especially during checkout, where that impact should matter most.

What research showed (12 users surveyed)
  • 80% drink wine a few times a month; 86% enjoy discovering new wines tied to a cause
  • 55% prioritise price, grape variety and region above all else
A/B testing
  • 64% preferred a homepage led by the wine selection over the mission story
  • 55% preferred clearer, icon-led product information over hidden details
Solution
Goodwill Wine personalised quiz

A personalised wine quiz

A fun, interactive quiz helps unsure buyers discover wines based on taste preference, ending in a curated "mix case" recommendation — turning hesitation into a purchase.

Goodwill Wine product grid on laptop

Clearer homepage & product info

A redesigned homepage leads with the wine selection and stronger visual hierarchy, while the brand's charitable mission is woven in rather than competing for attention. Advanced filters and icon-led descriptions support confident buying decisions.

Goodwill Wine navigation menu

Simplified navigation

A cleaner mega-menu organises wines by type and region, making it faster for visitors to browse toward a purchase instead of getting lost in the catalogue.

My approach

An 8-week Empathize → Define → Ideate → Prototype → Test process, working closely with a team from Harness Projects, the CEO of Red UX Agency, and Goodwill Wine's own founder and designer.

Empathize
Define
Ideate
Prototype
Test
Results & learnings
Daniela Puentes

Diversicare

Diversicare Solutions offers personalised NDIS support coordination — tailored guidance, compassionate care, and empowering clients to live more independent, fulfilling lives.

Role
Graphic Designer
Industry
Healthcare
Duration
8 Weeks
Tools
Illustrator, Photoshop
Diversicare Solutions brand mockups
Brief

A volunteer project with Settlement Services International (SSI). The brief called for a logo built on the initials "DS" or an emblem, with a strong emphasis on clarity and simplicity — blue as the primary colour, with room for contrasting tones. Designed for people with disability, their families, industry professionals and people over 65, the identity needed to feel minimal, modern and welcoming rather than clinical.

Identity
Diversicare digital signage in situ Diversicare campaign poster

Personality: trust, dynamism and warmth. Deliverables included a logo (wordmark and "DS" icon), a supporting colour palette and a set of brand pattern icons, later applied to the website by another designer.

Diversicare brand pattern icons
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Daniela Puentes

Drip & Co

A hot sauce brand blending stone fruits like peaches and plums with unique chilli blends for a bold, fun flavour.

Role
Graphic Designer
Agency
Pascal Satori (Internship)
Duration
12 Weeks
Tools
Illustrator, Photoshop
Drip and Co jar and packaging
Concept

Developed during a graphic design internship, this identity needed to capture the brand's "dripping" flavour concept — bold, playful and sustainably minded, with ingredients sourced locally and produced in small batches — without illustrating it too literally.

Identity in the wild
Drip and Co sticker detail Drip and Co jar on wooden board Drip and Co t-shirt merchandise

Deliverables included the logo and sticker/badge system, packaging label, and merchandise (tote bags, tees) carrying the identity across touchpoints.

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#DD2320
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Daniela Puentes

EML

EML Art Cookies is a Ukrainian dessert brand in Melbourne, offering handmade, artistic cookies and traditional Eastern European sweets.

Role
Graphic Designer
Program
Ignite Small Business Support
Duration
8 Weeks
Tools
Illustrator, Photoshop
EML packaging
Concept

Created as part of a volunteer project with Settlement Services International (SSI), inspired by the founder's story of resilience and creativity. The brief called for a brand that felt artisanal, homemade and playful — without tipping into childish — reflecting the handmade, artistic nature of her custom cookies.

Identity
EML logo on cookies EML packaging bag detail EML cookies styled on a board

Deliverables included the wordmark logo, packaging (bags and wrap), and a brand pattern used across touchpoints.

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#F5AFB2
#F9CACB
#F092BC