Welcome to Joshua Heinrich Offical Website
Business | Service | Product & Ux design
A complete redesign and rebuild of a legacy on-premise product into a cloud-native SaaS platform. I led UX across Flow’s evolution — from interface overhauls and workflow optimisation to the co-creation of a unified cross-platform design system. The result was a scalable, responsive product that accelerated customer migration and drove engagement.
What I Led:
SaaS UX and platform design | Dashboard, asset management, and workflow UI | Cross-product design system | Migration and onboarding optimisation
Outcome:
This project enabled the successful migration of legacy enterprise users into a modern, cloud-native workflow platform — simplifying complex automation tasks while establishing a scalable, cross-product design system that accelerated rollout across the entire Fotoware suite.
Tasked with reversing a decline in ADF applications, I led UX research and journey mapping across multiple streams — from analytics and heuristic audits to qualitative interviews and referral journey modeling. Working with VMLY&R and the Defence People Group, we uncovered key pain points across the funnel and redesigned the experience with candidates' human motivations at the center.
Mapping the referral journey helped Defence personalise candidate pathways and re-engage quality applicants.
What I Led:
Journey mapping across 8+ entry pathways | User behavior flow analysis using GA360 Qual + quant research synthesis across 30+ interviews | Referral app UX mapping & experience flow | Co-led recruitment website UX redesign strategy | Candidate survey design + ethics application process | Produced insight frameworks & service blueprinting
Outcome:
This project directly informed a full rework of the ADF digital experience — shifting from organisation-first comms to candidate-first clarity, while spotlighting motivation triggers and social connection as keys to successful enlistment
Shaping the future of public transport in Sydney, I led research and service blueprinting to inform Sydney Metro’s next-generation passenger experience. Through VR testing and customer journey mapping, we influenced station design, signage, and spatial flow — all aligned with the city’s “30-Minute City” vision.
What I Led:
Service design research | VR usability testing | Passenger journey mapping | Stakeholder workshops (ARUP)
Outcome:
This project shaped early-stage design decisions for Sydney’s next-generation public transport — using journey mapping and spatial testing to align station experience with the city’s “30-Minute City” vision and inform wayfinding, signage, and UX-first infrastructure planning.
A multi-year CX transformation strategy for Qantas Freight, co-created to shift the organisation from reactive service to a proactive, partnership-led model. I led key research, persona development, journey mapping, and strategic framing — culminating in a segmented CX roadmap focused on making Qantas Freight the easiest to work with in the air cargo market.
