We work with purpose-led organisations that are growing; they want to stand out and make more impact without losing what makes them who they are. We work with everyone from the shop floor to the board room to design the systems and experiences that make them distinctive, and are actually easy to implement.
Every engagement draws on all three. The entry point varies. The outcome is always the same: an experience that works end-to-end.
How it feels to be a participant, client, or staff member from first contact to ongoing relationship. We design it deliberately, not by accident.
The end-to-end architecture of how your organisation delivers. The processes, the touchpoints, the decisions, and the systems that hold the experience together.
We stay alongside you until the work is embedded. Not consulting from a distance; designing the detail, supporting change, and building capability so the organisation runs it independently.
Across disability, aged care, health, community services, and social enterprise. They are at the stage where good intentions and good people need to implement a deliberate design that brings consistency and sustainability for growth.
C-level executives from NFPs
You know the mission is strong, you also know the proposition needs to be stronger; especially as government funding shifts and the pressure to demonstrate value increases.
Leaders from social enterprises
You're looking ahead. You can see where the sector is going and you want to build towards it deliberately; you want to make sure you have a strong proposition that attracts clients, team and funding.
Founders of purpose-led businesses
You've built something real with a team behind you. Before the next growth phase, you want to optimise and refine; because you know the chaos scales with you if the design doesn't come first.
Trusted by purpose-led organisations across Australia
Hi, I'm Catalina; an Argentine-born industrial designer and service strategist based in Melbourne.
In 2014, fresh out of university, I took a job at a start-up creating housing solutions for low-income families in Argentina. That project changed my life and my career. I spent months visiting families, drinking mate with them, learning about their motivations, needs and ways of thinking. The outcome was a bathroom that can be built in eight hours with no prior knowledge or trade skills. But what changed me wasn't the solution; it was the process to get there.
Three things happened on that project that I've carried into every engagement since.
After that I built my career at the intersection of human experience and systems change; building the Employee Experience team at RMIT and changing how HR approached their projects, co-designing and implementing a new business permits process across more than ten councils in Victoria, and redesigning and deploying an industry-leading supported employee experience with and for people with intellectual disabilities.
I founded SHiFT with Purpose because I kept watching the same pattern repeat: purpose-led organisations doing genuinely important work, with good people and real intent, whose participant, client and employee experiences were being held back by systems, sequences and structures that were never designed for them. A gap between purpose, design and implementation that nobody was quite bridging.
When I partner with an organisation, I work with everyone from the shop floor to the board room and beyond.
I'll be honest: I also founded SHiFT with Purpose to have more flexibility and do the work I love directly with the clients. I bring in other experts when their specific skills are needed, but I am directly and deeply involved in every engagement; from the first workshop to the final handover. Continuity of thinking is part of the design.
Moving countries teaches you to read unfamiliar environments quickly. To notice what others have stopped seeing. To ask the question the room has decided is too obvious, or too uncomfortable. That's the lens every engagement starts with.
I can't wait to help you SHiFT with Purpose.
"Purpose-led organisations have the most complex environments, the most vulnerable communities, and usually the fewest resources to design their experience well. That's not a reason to do less. It's a reason to design better."
Purpose is a promise. Experience design is how you keep it.
Four stages. One continuous thread. Everything connects.
Not the org chart version. We sit with frontline workers, interview participants and clients, and collaborate with leadership to build a picture that brings both worlds together. We ask the questions the room has stopped asking.
Co-design workshops where your team builds the solution with us. We design for how humans actually behave; then layer in AI and other technology deliberately. The change is easier because your people designed it.
Change activity, communications, and hands-on support through implementation. We stay alongside you; not watching from the sideline, but making sure the design becomes the reality.
Track what changes, measure what matters, and build the internal capability for the experience to keep compounding. The goal is for your organisation to run this without us.
30 minutes. No pitch. Just an honest conversation about where the leverage is in your organisation and what to do next.
