Katherine Wastell

Katherine helps organisations radically refocus on the needs of their users and elevate their services by centering on service design.

She is an expert in improving customer experiences by ensuring a company's products and services are useful and desirable. At a strategic level, she works with organisations to ensure their business goals are aligned with the needs of their customers. Her extensive private sector experience gives her a deep understanding of how organisations function, the needs of their users, and the challenges they face in being both commercially viable and human centred.

At Public Digital, Katherine has worked with clients including Marks & Spencer, the Open University, The Mayor's Office for Policing and Crime and Sport England.

For the Open University, Katherine has worked on the development of a new strategy for the institution’s student support services, which faced an urgent need for efficiency in delivering services to users. She identified pain points and tackled issues of organisational design to improve accountability and create the conditions for better service delivery.

Working with Sport England, Katherine drove a significant change of direction and thinking within the organisation, helping them shift to a mindset focused on service delivery. Her work helped create clearer focus across the organisation and their portfolio, supporting teams to collaboratively deliver crucial services to grassroots sports across the country.

Prior to joining Public Digital, Katherine worked at the Co-op, building their design team and establishing a focus on the customer experience across the group, as well as at the BBC, where she designed products and services for BBC Sport and iPlayer. Katherine previously co-owned and led her own service design agency, Play, where she worked with a mix of startups and large businesses to design their product and service strategies.