How I work
A connective method, not a fixed toolkit
Service design is often mistaken for a single discipline: research, or journey mapping, or UX. In practice the useful part is what connects those things to a decision an organisation can actually act on.
01
Customer insight
Understanding what people actually experience, through research, journey mapping and service audits, not what the org chart assumes they experience.
02
Business intent
Connecting that insight to what leadership is actually trying to achieve commercially, so the work is relevant at the table where funding decisions get made.
03
Operating logic
Designing the roles, rituals, governance and decision rights that let an organisation act on insight repeatedly, not just once as a one-off project.
04
Delivery discipline
Turning intent into a prioritised, sequenced roadmap with clear ownership, so ambition survives contact with a delivery team's actual capacity.
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Facilitation in action: an executive workshop or co-design session, wide shot showing the room at work
A repeatable operating rhythm
One lifecycle, scaled to the size of the problem
The same seven stages recur across every engagement, whether that is a single workshop or a multi-year, Board-level programme. Each stage produces the outcome that unlocks the next.
01
Frame
Name the real problem, not the presenting symptom.
02
Intent
Agree what success needs to mean, commercially and humanly.
03
Assess
Understand the current state with evidence, not assumption.
04
Design
Shape the service, journey or operating model to close the gap.
05
Prepare
Build the governance and readiness needed to deliver it well.
06
Execute
Deliver with the right decision rights and dependency management.
07
Measure
Prove the value created, and feed it back into the next cycle.
Prefer to see it work rather than read about it?
Run the lifecycle end to endWhere this fits
The kind of problems this is best suited to
- 01Framing
- You know something needs to change but haven't yet named the real problem, or aligned leadership on what 'better' would mean.
- 02Alignment
- You have insight or strategy already, but it hasn't translated into shared conviction across a cross-functional or executive group.
- 03Design
- You need the actual service, journey or operating model designed, not just diagnosed.
- 04Governance
- You need lightweight, practical structures for prioritisation, decision-making and delivery review that will actually get used.
Have a challenge that looks like this?
The most useful first step is usually a short conversation. Bring the shape of the problem, and we'll work out from there whether this is worth pursuing.
Book a conversation