About Michelle

I’ve spent my career making the online world work better for people.

Hi, I’m Michelle Kember-Imrie. I’m based in Perth, and for more than 25 years I’ve helped organisations understand what it’s really like to use their services, then design better ways for people to find what they need and get things done.

My work brings together online communications, customer experience and service design. I look at the whole experience: the content people read, how they search for it, the technology and systems delivering it, the processes behind it, and how AI is changing the way information is discovered and used.

For me, this work has always been about people: those using the service and those behind the scenes doing their best to make it work well.

What drives my work

I’m particularly passionate about designing services for people who find them hardest to use.

People come to a service with different backgrounds, abilities, levels of literacy, languages and circumstances. What feels straightforward to one person can be a significant barrier to another.

I love the moment when a team sees its service through a customer’s eyes. A confusing instruction, an inaccessible document or an unnecessary step suddenly stops being a small detail. They see what it means for the person who is simply trying to get something done.

When we make services work better for the people who find them hardest, we make them work better for everyone.

Great online experiences start behind the scenes

Fixing the front end alone is rarely enough.

Behind every website or digital service are people, content, processes, technology, governance and systems.

So, I look at both sides.

  • The customer What does the customer need to get things done easily?
  • The organisation What does the organisation need behind the scenes to deliver a great customer experience?

Sometimes the problem is content. Sometimes it’s search, accessibility, information architecture or an awkward customer journey. Sometimes the technology doesn’t connect.

More organisations are now asking how their content needs to change as people begin finding and interacting with information through AI.

I help teams connect the people, content, processes and technology behind their online services, so customers can find what they need and get things done.

Experience you can draw on

I bring more than 25 years of experience improving online information, services and customer experiences.

I’ve led digital content strategy and customer experience work across local, state and Commonwealth government and higher education. I’ve worked independently, as a director of a large digital agency where I headed its government and education team, and as part of in-house teams.

My work has spanned customer research and user testing, website redevelopment, accessibility, information architecture, content strategy, digital service planning, training and coaching. Increasingly, my work also explores advanced search and AI, and what new ways of finding and interacting with information mean for the design and delivery of online services.

I’m now studying a Master of Design Futures at RMIT, which focuses on strategic and service design, and it’s shaping where my work is heading next.

I’ve worked with organisations including the Department of Fire and Emergency Services, Department of Transport, Department of Treasury, Department of Finance, Road Safety Commission, Curtin University and the Migration Review Tribunal, as well as many local governments.

Michelle is such a pleasure to work with. She is reliable, creative, full of excellent ideas and most of all she can translate these ideas into reality.

Michelle Rogers Senior leader, higher education and NGO sectors

How I can help

I work with organisations in different ways, depending on what they’re trying to solve.

Training

Build practical skills your team can use straight away, at a scheduled course in Perth or in-house.

Explore training

Coaching

Support your team to build capability and improve the customer experience over time.

Explore coaching

Consulting

Experienced support to solve a particular challenge, shape a project or design a better digital service.

Explore consulting

Events

Bring your team closer to the experiences of the people they’re designing for.

Explore events

Not sure where to start

You don’t need to have the answer before we talk. Tell me what’s happening, what isn’t working, or what you’re trying to achieve, and we can work out where to start.

Contact Michelle