HUMAN-CENTRED
BUSINESS DESIGN
Hello, my name is Melina and I'm a strategic design leader working with entrepreneurs, innovators and purpose-led organisations to navigate a paradigm shift in customer expectations and behaviour.
Two decades working with digital technology has taught me that human connection is true currency.
That’s where human-centred business design makes a difference.
Why me?
GLOBAL AGENCY EXPERTISE
Over a decade at global digital innovation agencies and consulting, I’ve worked with the brands that pay a premium for the smartest people to solve their problems.
I'm counted amongst the best thinkers and doers, proven by award-winning solutions and industry-recognised teaching appointments.
I apply agency calibre across the spectrum of customer experience and business design.
The industry you operate in - I've probably solved for it.
INSIDE-THE-BUSINESS UNDERSTANDING
I match this with a decade of on-the-ground experience from inside marketing, ecommerce and digital teams.
I know what in-house teams need and know how to be an invaluable collaborator with finance, operations, technology and executives.
I've operated inside businesses of all sizes, from tech startups and founder-led businesses to mid-market and enterprise (DTC and B2B).
The shape of your problem to solve - I've probably seen it.
You want your organisation to act with strategic clarity and your team to create an experience your customers will love.
I can help.
Human-centred Business Designer
MELINA HAMILTON LYNCH
Great strategy shouldn’t gather dust
That’s a problem. And an opportunity.
I've seen great strategy gather dust without the internal capability to execute. Likewise, I've seen great executions fail to drive the strategy.
I complete the picture by translating high-level strategy into clear, actionable frameworks. It's magic, really.
View Services ➤
Clients with a plan of action
“Mel is one of those exceptional people who truly understands both brand and business. At WelleCo, she held our brand standards at the highest level while building the systems and creative output needed to scale, with integrity, precision, and vision. She thinks strategically and moves with real commercial intelligence, but she never loses sight of the human on the other side.”
Elle Macpherson
Wellness Founder, Author & Speaker“To my mind Mel is one of the best strategic thinkers in Australia right now. There are very few practitioners in market with Mel’s deep expertise in developing strategic roadmaps and business strategies from a customer perspective.”
Ben Hourahine
APG Co-Chairman & Agency Strategy Partner“Mel is one of the most creative and passionate designers I’ve ever met. Her deep understanding of the power of brand, her belief in the beauty and integrity of clear, simple design and her knowledge of its application is inspiring. I will definitely work with Mel again on any and every project that needs truly creative input.”
Mat Peck
Chief Technology Officer & Executive Director