FOCAL was founded by Daniel Booth, a product design leader with 10 years across sport, government, health and financial services. In-house at the National Rugby League and the Department of Communities and Justice, and as a consultant with Kinlab and Symplicit. Most recently Product Design Principal at the NRL.
At the NRL, that meant leading design across more than 10 platforms, including NRL.com, the NRL App, club websites and apps, MySideline, Fantasy and grassroots products, covering research, information architecture, systems design, and stakeholder management at executive level.
AI and automation run through everything FOCAL does. Used to research faster, prototype in days instead of weeks, and ship working software rather than files. That's also what gets built for clients: automated workflows, AI trained on your own material, and systems that remove manual work instead of adding another subscription.
Senior work, start to finish. Deep experience means the problem gets diagnosed properly and the fix gets built to match, with nothing lost in a handover.
Away from the screen, Dan's usually surfing somewhere along the Gold Coast, or out walking his dog, Charlie.
A redesign, a new site or app, an automation, an AI build. Share what's needed and a fixed price and timeline comes back before anything starts.
Get a fixed price →Maybe you can see the problem but not the fix. Maybe you just know something is off. The FOCAL Audit sorts that out, and there are 5 free audits available each month for suitable businesses. A prioritised plan you keep either way.
Apply for a free audit →