Katherine Wastell

  • Customer experience and design leader
  • Staff
Katherine Wastell

Katherine is a designer who’s experienced in leading customer experience, design, and digital product teams. Her approach to strategy focuses businesses on the needs of their customers through delivery.

Katherine has worked for Co-op, the BBC, and co-owned a service design agency, Play. At Co-op, Katherine was Head of Experience Strategy and Design. She grew and matured their design team, and established customer experience as a new function across the group. Working in partnership with Co-op businesses, she led the customer experience for food retail, life services, membership, community and healthcare. At Play she worked with a mix of start ups and big businesses to design their product and service strategies. Prior to Play, she worked at the BBC, working on the BBC Sport redesign, designing the TV experience for the 2012 London Olympic Games, and the omnichannel iPlayer experience.

As a generalist designer, Katherine is both a do-er and a leader. Leading by example, she sets the strategic direction, while building and coaching large multidisciplinary teams. Her strength is in the early stages of ambiguity, working through undefined and complex problems to define commercially viable customer outcomes.

Ask Katherine about:

  • The importance of visual design when doing service design

  • Identifying commercially viable customer needs

  • Customer experience as a business strategy

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