Alistair Ruff

Alistair is a service design expert who improves client services and strategies by focusing on the needs of customers.

His deep experience of design and user research across multiple sectors enables him to detect patterns and insights that are pivotal for orienting organisational strategy around improving the user experience.

Alistair currently supports our work with BT, where we are working as a specialist partner to their Digital unit on their Next Level Capability project. Alistair is responsible for mapping the complexity of the client’s current demand and delivery processes and identifying opportunities for change using design research approaches. His work bridges the gap between centralised delivery and demand processes in order to create value for customers and colleagues.

Prior to joining Public Digital, Alistair was Principal Designer at Co-op where he led the design of colleague facing tools and processes for food stores, developing prototyping and co-design capabilities across the team whilst retaining a strong focus on a commercially viable operating model. Alistair was accountable for the user research practice and helped lead the Customer Experience Strategy team to iterate and innovate to better meet customer needs. Alistair also has a background in consulting on design research for medical device development, financial services and other sectors.

Alistair continues to develop new research in the field of service design, and is currently undertaking a Professional Doctorate on how to better prototype during service design.