Service design
We help organisations make their services simpler, faster and more impactful by focussing their teams on users’ needs.
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Alistair Ruff
Director
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 NHS England Digital Prevention, where we are supporting their cross-cutting strategy and policy work, to enable service teams to deliver effectively.
Previously at Public Digital, Alistair has led the user research and service design to establish the Infected Blood Compensation Authority, from discovery through to private beta. Alistair also worked with BT and M&S, mapping their demand and delivery processes and working with teams to identify opportunities for improvement and quantifying the potential benefits to the organisation.
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.
