Michael Sherrell

Michael leads the digital and AI side of Cinderella Wine Experience, shaping how technology supports the collective and its members.

He came to this from an unusual angle. He spent ten years in film and visual storytelling in New Zealand, working as an editor and director of photography, before moving into user experience design. That is the craft of making websites, apps and digital tools that are simple and pleasant to use, rather than confusing or frustrating. He has since designed for web, mobile and custom platforms, including work in the healthcare sector.

Now based with us in Australia, Michael is increasingly focused on AI and what it can do when it is used well. He is drawn to the space where design, technology and a bit of curiosity meet, and he is interested in how these tools can make everyday experiences simpler and more human. He brings that same energy and care to the work at Cinderella.