Public Digital affiliates

Alphabetically by first name, Public Digital’s affiliates are:

Dafydd Vaughan

Portrait of Dafydd VaughanDafydd Vaughan is a digital technology specialist with extensive experience in transforming complex legacy IT and coaching technology teams as they build new digital services. He was previously a senior technical architect at the Government Digital Service, where he lead teams that transitioned DVLA‘s IT services back in-house, and delivered new digital services such as view your driving licence, buy and sell vehicles and tax your vehicle. He also spent 2 years leading the team that operated GOV.UK.

After GDS, Dafydd set up a consultancy, Cedyrn, to advise large organisations on replacement of legacy technology, adoption of public cloud services, and how to build strong digital teams.

Ask Dafydd about:

  • Building a culture that supports digital transformation
  • How to start building new digital services
  • Managing legacy technology and moving it to public cloud services

Dan Sheldon

Portrait of Dan SheldonDan Sheldon is a digital specialist working in healthcare. He is currently leading the digital transformation of one of the UK’s largest pharmacy chains, Well Pharmacy. Since founding Well Digital in 2017 he has launched a new digital prescriptions venture, the UK’s first erectile dysfunction medication subscription service, and business-wide platforms for fulfilment and notifications. Dan helped Well Digital set and deliver a new business strategy to prepare the bricks-and-mortar pharmacy for the digital age.

Previously, Dan was digital strategy lead for NHS.UK and the Department of Health where he helped start a user-centred approach to NHS digital services. At the Government Digital Service he was senior advisor to the Goverment CTO, leading on healthcare. Outside of the UK, Dan has advised governments and healthcare services in Ontario, Israel and Puerto Rico on digital transformation.

Dan is a member of the UK Government’s HealthTech Advisory Board. He is the author of the Government IT Self-Harm Playbook.

Ask Dan about:

  • How to bring healthcare into the digital age
  • Stopping IT self-harm

David Kershaw

Portrait of David KershawDavid Kershaw is a delivery and agile procurement specialist. A former UK Civil Servant and chartered member of the Chartered Institute of Procurement and Supply, David has worked in policy, commercial, tendering, category management, and complex transactions roles for organisations such as the UK’s Cabinet Office, Department of Health and Social Care, Department of Transport and local authorities.

He has experience with the UK’s public rail organisation, Network Rail, and finance regulator, the Financial Conduct Authority. He’s also an experienced advisor to charities.

Since 2013 David has used his experience of working with the Procurement Regulations and helping to bring agile and procurement closer together. He lead this work at organisations such as the Government Digital Service, NHS Digital, Crown Commercial Service and most recently within the ‘Brexit’ space. David is a thought leader in agile procurement and advises organisations how to introduce and embed this.

Ask David about:

  • Delivering at pace and staying compliant with procurement rules
  • Using agile rituals in procurement
  • Running compliant and effective market engagement, and creating new markets

Emily Webber

Portrait of Emily Webber

Emily Webber is an agile and digital delivery expert, with a background in art and design. Her focus is on how people work together, giving people the skills they need and creating the right environment for delivery.

She was the head of agile delivery at the Government Digital Service, where she built, developed and led a team of about 40 agile delivery professionals. At GDS, she created the widely-followed approach and maturity model for communities of practice, and subsequently authored Building Successful Communities of Practice.

Emily is a popular keynote speaker and event organiser. She has spoken at Mind the Product London, GOTO Copenhagen and Craft. Emily set up Agile in Leeds, Agile on the Bench, and Agile in the Ether, among others. Her experiences on the event circuit prompted her to create the Diversity Charter.

Ask Emily about:

  • Communities of practice
  • Productive, healthy, happy, diverse teams
  • Making agile techniques work

Ivanka Majic

Portrait of Ivanka MajicIvanka Majic is a user researcher, service designer and service manager. At the Government Digital Service, she was Service Manager for Digital Marketplace from inception to beta, setting the strategy for a digital product which has continued to deliver savings for government and has since seen £4 billion in sales, with 45% going to SMEs.

Previously, Ivanka was Creative Strategy Lead / Head of Design at Ubuntu, leading its brand and product transformation from open source project to consumer product, and Head of User Research at LBi (now Digitas). She has extensive experience in the UK public sector, working at the Department for Transport, Department for Work and Pensions, the Ministry of Communities, Housing and Local Government, and Brighton and Hove Council.

Ivanka holds a Masters in Human Centred Computer Systems and Degree in Electronic Engineering. She is an Associate at The University of Sussex, teaching User Centred Design to product design foundation students.

Ask Ivanka about:

  • Why, when, and how to do user research
  • Coaching and training for user researchers
  • Balancing user needs with policy aims and limitations of technology

Jamie Arnold

Portrait of Jamie ArnoldJamie Arnold is a lean and agile delivery specialist.

As one of the early members of the Government Digital Service team, he helped establish ​the​ ​culture​ of the organisation. He focused on ​building​ ​teams​ ​as the​ ​unit​ ​of​ ​delivery,​ ​trust,​ ​collaboration,​ ​transparency,​ ​keeping things​ ​simple,​ ​and​ ​delivering​ ​services based​ ​on​ ​user​ ​needs.  He led the delivery of GOV.UK when it won Design of the Year and a D&AD Black Pencil, and worked across government on some of its highest-profile services.

Jamie was Head of Agile Delivery at the Co-op, helping it establish and grow its ​digital delivery ​capability​​ ​​in​ the ​retail,​ ​insurance,​ ​funeralcare​ ​and​ ​legal services businesses.

With a background in coding and development, he has worked for Channel 4 Television and a number of digital product agencies in the UK and India.

Ask Jamie about:

Kate Tarling

Portrait of Kate Tarling

Kate Tarling is a designer, strategist and service design consultant. She works with governments and other large organisations to establish a strong foundation for radically improved services, helping them scale transformation efforts organisation-wide.

Based in London, she has worked for the Government Digital Service, the Home Office and the Department for Education. At the Home Office she lead far-reaching work to align investment, effort and performance right across the department by orienting it around services. She established a world class service design team who play a key role in transforming services such as the UK passport service.

Previously she worked for a number of private, public and social sector companies including UsTwo, the BBC, Peek Vision, EE, Vodafone, Transport for London and BAE Systems Detica.

Kate speaks at high profile events including the Estonian Government Digital Conference, Mind the Product and Northern UX.

Kate has worked with a number of social good start-ups, and offers coaching and mentoring for others through the global tech accelerator Techstars.

Ask Kate about:

  • Focusing on outcomes
  • How end-to-end service design changes organisations
  • Transformation at scale

Kevin Humphries

Portrait of Kevin HumphriesKevin Humphries is a consulting engineer and enterprise architect. As former Chief Technical Architect for the UK government, his remit was to define, build and operate an integrated and coherent technical architecture and enhanced technical capability. In this role he advised on major technology programmes, products and services across all government departments, such as a major project reset for the government’s flagship Universal Credit programme in 2014.

A technology expert with nearly 30 years experience in computing and engineering, Kevin has worked as a chief architect and Director for Government Digital Service, the UK Department for Work & Pensions, and as consulting chief architect with the UK Ministry of Justice, HM Revenue & Customs, Crown Commercial  Service, Co-op Group, Royal Sun Alliance, HSBC Bank, Sainbury’s and others.

Ask Kevin about:

  • the why and how of spend controls
  • large scale programme management
  • large scale system architecture

Sarah Richards

Portrait of Sarah RichardsSarah Richards is a teacher, consultant, author and speaker on the discipline of content design, which she devised and shaped while working at the Government Digital Service.

After a 10-year career in the UK government, Sarah was appointed head of content design at GDS, and began by writing the first content strategy for the GOV.UK website.

After leaving GDS, Sarah took her knowledge and authored Content Design, a book for anyone creating user-centred content.

She also launched a consulting business, Content Design London providing training and consultation in content strategy and content design for governments, charities and organisations in the UK and worldwide.

Ask Sarah about:

  • Writing content strategy
  • Setting up and running content design teams
  • How to make content design a core part of your service design process

Stefan Magdalinski

Portrait of Stefan MagdalinskiStefan Magdalinski has 25 years’ experience building internet companies and non-profits, as a CEO, COO and CTO, across multiple sectors in the UK, USA, Africa and Asia.

Stefan is expert at building and managing digital teams, and creating web properties that people love to engage with. He has worked for Virgin, was founding CTO at, and ran businesses in Africa and Asia for Naspers Group.

He is passionate about making the web work for the benefit of society, and played an important role in creating a number of ground-breaking civic web projects including UpMyStreet (now part of Zoopla), WriteToThem and TheyWorkForYou, that paved the way for the success of GOV.UK.

Stefan was a founder member of the UK’s digital rights campaign, The Open Rights Group.

Ask Stefan about:

  • Building startups
  • Consumer engagement
  • Data science