Making a powerful idea work as an experience.
Australian Government - Stop It at the Start - The Algorithm of Disrespect
The Algorithm of Disrespect was the interactive centrepiece of the Australian Government’s Stop It at the Start campaign, designed to help parents understand how social media algorithms can progressively expose young people to disrespectful content and behaviours.
My role was focused specifically on the UX/UI design of the interactive experience — taking an established campaign concept and working out how it should look, behave and respond when someone actually used it.
The experience recreated a teenager’s social media feed, so authenticity was critical. It needed to feel immediately familiar while guiding parents through a deliberate journey that revealed how the content in a feed could progressively change.
Working closely with the creative team, developers and production partners, I translated the concept into an intuitive digital interface — refining the hierarchy, interactions, responsive behaviours and visual details throughout the build.
The idea was already powerful. My job was to make the experience live up to it.
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The concept relied on people believing they were moving through a recognisable social media environment. If the interface felt unfamiliar or overly designed, the experience would lose its impact.
My role was to translate the established creative idea into an interface that felt intuitive from the first interaction. I drew on familiar social behaviours, visual hierarchy and interaction patterns so users instinctively understood how to move through the experience.
The aim wasn’t to replicate any one platform, but to create something familiar enough that the interface disappeared and the content became the focus.
Familiar enough to use instinctively.
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A believable social feed still needed to deliver a very deliberate story.
From a UX perspective, the challenge was balancing the natural behaviour of a feed with the campaign’s educational purpose. Users needed to move through the experience intuitively while gradually recognising how the content they were being shown was changing.
I worked through the hierarchy, pacing and interactions to support that progression without over-explaining it. Every design decision needed to serve the existing campaign idea rather than compete with it.
The UX made a complex idea easier to experience and understand.
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The interactive experience sat within a much larger integrated campaign, so bringing it to life required close collaboration across creative, production and development.
Throughout the multi-month build, I worked closely with developers, web designers and the wider creative team to translate the established vision into a functioning digital product.
As the experience evolved through design, development and stakeholder feedback, I refined layouts, interactions and responsive behaviours across devices — solving practical UX/UI problems while maintaining the integrity of the original creative idea.
My role sat between creative intent and digital delivery — making sure the idea worked just as well in someone’s hands as it did on paper.
My Role
UX/UI Designer
UX/UI design
Interaction design
Interface design
Information hierarchy
Responsive design
User journey refinement
Design development
Developer collaboration
Creative integration
Cross-device delivery
< Illion
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UX/UI design, interface design, interaction design, design systems, developer collaboration, design QA and digital rollout.
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Creative Agency: BMF
Digital Agency: Orchard
Chief Creative Officer: Alex Derwin
Chief Innovation Officer and Executive Creative Director : Tara McKenty
Associate Creative Director & Innovation Lead: Kiah Nicholas
Senior Copywriter: Nathan Pashley
Head of Art & Design: Lincoln Grice
Chief Strategy Officer: Christina Aventi
Planning Director: Jessica Sutanto
Chief Executive Officer: Stephen McArdle
General Manager: Richard Woods
Group Account Director: Victoria Venardos
Senior Account Manager: Anja Cherry
Head of TV: Jenny Lee-Archer
Senior Agency Producer: Emma Friend
Head of Creative Services & Integrated Production: Simone Takasaki
Creative Services Director: Clare Yardley
Senior Content Producer: Holly Whiteley
Director: Al Moore
Editor: Al Moore, Jeni Rohwer
Creative Technologist: Blake Kus
Digital Lead: Sam Elliott
Digital Producer: Haydon Fanning
UI/UX Designer: Janet Tyler
Front-end Developer: Blake Kus