Transforming service design
Service design is often constrained by slow processes, high costs, and bias in who gets to participate. Traditional research methods generate useful insights but are resource-intensive and capture only a partial view of user need at that moment in time. That is why we are developing more intelligent ways of designing services — using technology to model behaviour, expand the evidence base, and help organisations create, test, and deploy solutions continuously shaped by real users at greater speed and scale.
An iterative, collaborative process
Discovery and research
Deep-dive into your service landscape through data analysis and engagement to understand user needs and system constraints.
Establish and understand your data
Create the right datasets to craft, test and simulate your services and systems.
Build and deploy user personas
Develop custom user personas for simulating, testing and mapping solutions.
Service models
Build a model to simulate the end-to-end experience of your personas, identifying gaps and moments that matter through simulation and testing.
Co-design and prototyping
Run collaborative workshops to generate ideas, test concepts, and iterate quickly with real users.
Service blueprinting
Map the front-stage and back-stage processes to align people, technology, and policy around a coherent service model.
Service design tools and capabilities
User research and insight
We develop full models of services based on qualitative and quantitative research and data from the people who use and deliver your services — building a rich picture of the needs, behaviours, and context of your users and customers.
Persona creation and journey mapping
Our in-depth research produces highly refined groups of user personas that enable us to simulate, test and map the full user journey — surfacing friction, duplication, and inequity, and enabling targeted solutions for specific user groups.
Co-design workshops
Our workshops are inclusive by design, ensuring diverse voices shape the outcome. Insights captured support the ongoing development of custom models, hybrid datasets and user persona libraries that can be used to simulate future workshops.
Prototyping and testing
We build low and high-fidelity prototypes to test assumptions quickly. By putting ideas in front of users early, we reduce the risk of building the wrong thing and accelerate the path to a working solution.
Service blueprints
We produce clear, actionable service blueprints that align policy, people, and process — giving teams a shared reference point for implementation and continuous improvement.
Implementation support
Service design doesn't end at delivery. We support your teams through the transition to a new model of service — providing change management guidance, training, and ongoing review.
The case for service design
Putting users at the centre
Too many services are designed around organisational convenience rather than user need. The result is services that are hard to navigate, deliver inconsistent outcomes, and fail the people who need them most. Service design addresses this by putting users at the centre — not as an afterthought, but as the starting point for every decision.
Reducing cost and failure demand
By identifying and eliminating inefficiency, duplication, and failure demand early, organisations can reduce operational costs while improving outcomes. Our work consistently demonstrates that investing in design at the front end pays dividends at every stage of delivery.