From Service Design

Generalist or specialist? Why experience design is neither and both

Throughout my time working in digital design, every trend seems to have followed this pattern: generalists rule, then specialists rule, then generalists rule again, then the specialists have it. In the early 2000’s, digital designers were coders and graphic designers and UXers in one (generalists), then graphic designers got involved and ‘web design’ meant designing…

Researching attitudes to cholesterol diagnosis for Unilever (TMW)

In their attempt to make their cholesterol-lowering support more meaningful, Unilever wanted to understand the broader issues at play for people suffering with high cholesterol. As a complex and asymptomatic condition, we needed to highlight the reasons why so many people choose not to pursue diagnosis and treatment by conducting qualitative research.   The outcomes…

Using service design techniques to build a brand

In 2012, I traveled to the small island of Westray in the Orkney Isles, with the aim of creating a brand, online presence and packaging prototype to help a small dairy farm sell their cheese and maybe a yoghurt or two. I tried a number of service design research techniques, with the aim of find…