I use service design to build workflows with the leaders who decide and the teams doing the work. Together, we build the technology that best helps them reach their goals — and that says when the data isn't there, instead of guessing.
Four systems in the field
Each one started with a person who already knew the answer, and ended with a system that holds their standard.
Service systems at scale
Two projects where the system was the organisation itself. Nine years of field research, blueprinting and delivery inside companies that had to change how they worked before any software could help them — and where the first three stages of the method were built.
How I work
The same operation, through five stages. Technology enters at stage four — only after it has been mapped, blueprinted and honestly assessed.
Breakdowns live in the connections, not inside the tools.
→ Project Vision & ScopeStage 01: Ecosystem Network Mapping. Breakdowns live in the connections, not inside the tools.
About
I work where operational reality, business goals and technology meet — and I make sure technology only shows up where it earns its place.
I translate undocumented operational expertise into systems an organisation can run every day. That work spans the full arc — field diagnosis, system design, and the AI architecture that comes out of it. My training is in service design (MA, Royal College of Art); my output is production systems.
Over 9 years I've worked in corporations, startups and independently across hospitality, insurance, agritech and sustainability. What stays consistent is a systemic approach: designing solutions that generate value across the full ecosystem, not just for the organisation commissioning the work.
The hardest part is rarely the technology. It's whether the organisation can absorb it. So everything I design is built to be ingested — into the existing stack, the existing approvals, and the existing way people already work.
I design the architecture, the decision rules and the test harnesses. For heavy backend pipelines I work alongside the client's own engineering team or a specialist technical partner.
Let's scale your expertise into a system you use every day.
Or start with the two-week diagnostic — the blueprint, the maturity assessment and the build / don't-build verdict, at a fixed price.