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The ability to construct and share stories is one of those things that make us humans, well, human. Storytelling is an innate characteristic we all share. Long before stories were first written down, people passed down oral narratives from generation to generation or used art to communicate visually. Rock art…


Grey-scale cross-sectional image of an orange showing segments, set against a vivid lime green background.

The service design toolkit consists of a number of different tools which have been borrowed and adapted from a range of disciplines, including, but not limited to, marketing, industrial design, and the social sciences. …


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One of the most useful statements I’ve read about design was quoted in a Design Commission report into the impact of design on the public, private and design sectors. The report, entitled Restarting Britain 2: Design and Public Services, contained a full-page statement of intent at the top of its…


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In a previous blog, I explored the need to balance different types of research during design activity. In this post, I specifically want to share some thoughts on planning, executing and using qualitative research during the discovery stage of a project. It is important to remember that qualitative research is…


Human-centred design is a structured process for solving problems through collaboration and creativity. As the name suggests, it’s also a process that should start and end with people — the people who will ultimately use the product, service or policy we are designing as well as those that will administer…


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So, it took 8 months of meetings and discussion behind closed doors to plan it, an evening of ‘consultation’ with customers to communicate it, and now, 6 months into a 12-month pilot, it is clear that things aren’t going well and the expected improvements that the new way of working…


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Using human-centred design to solve problems or exploit opportunities requires us to adopt a formal process in order to achieve a better understanding of human needs, identify a clear problem statement, generate ideas, test out potential solutions and repeat the process until we are able to scale the solution or…


Header image shows a woman in deep thought against a bright green background.

So, you’ve been making observations and you’ve got a hunch that there is a better way of doing something; you’re itching to start work but there’s a problem and you can’t get out of the starting blocks. It seems that there is divided opinion amongst your colleagues; some of them…


So, you’ve been working on this project for weeks now; from the start you’ve been dogged by sketchy briefs, confused over who needs to be involved, plagued by dodgy power dynamics and hamstrung by inconsistent sponsorship. You’re just about ready to pitch your innovative solution but the whole thing seems…


Inspiration awakens us to new possibilities by allowing us to embrace our curiosity, move beyond our day to day activity and challenge the status quo. Being inspired provides us with energy and enthusiasm and helps teams to be innovative and creative in their approach to solving problems. Inspiration is everywhere

Simon Penny

Human-centred designer | Innovation @Citizen_Housing. Formerly led design @BromfordLab, Local Gov & NHS. Founder @CheekyGuerrilla & @GSJShrewsbury.

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