Simon Penny – Medium

Simon Penny
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Bootcamp

Living Between Worlds: Navigating Our Virtually Digital Reality

Are we truly present in the moment, or are we merely observers through the lens of our screens?

5 min readJan 9, 2024

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An image of a couple standing back to back. The female on the left is wearing a VR headset and is absorbed into a virtual world. The male on the right is looking at his phone and is absorbed into a different kind of virtual world. The images are grayscale and set against an orange background.

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Simon Penny

How do you measure a service?

The objective of service design is to deliver services which help people to do something they need to do in a way that makes it easy for…

7 min readOct 18, 2022

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How do you measure a service?

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Simon Penny

What is (good) service design?

Service Design has come a long way since the Service Design Network was founded back in 2004, the same year that the Design Council also…

5 min readOct 11, 2022

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What is (good) service design?

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Simon Penny

Are You Solving The Right Problems?

Picture the scene, you’re in a meeting room with a group of colleagues — part of a crack team brought together to draw up a plan around…

5 min readMar 20, 2022

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Are You Solving The Right Problems?

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Simon Penny

What is a Service Blueprint?

Right now, all over the world, there are organisations that are in the middle of transforming the way they work. Services are being…

6 min readMar 16, 2022

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What is a Service Blueprint?

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Simon Penny

The Importance of Storytelling in Design

The ability to construct and share stories is one of those things that make us humans, well, human. Storytelling is an innate…

5 min readMay 15, 2021

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Grey-scale image showing 5 stacked books against a briht blue background.

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Simon Penny
in
UX Collective

The difference between customer segmentation and customer personas

The service design toolkit consists of a number of different tools which have been borrowed and adapted from a range of disciplines…

5 min readApr 29, 2021

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

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Simon Penny
in
UX Collective

Public service design is about more than aesthetics

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…

7 min readSep 29, 2020

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Black and white Helvetica typeset poster handing by two clips and set against a pink background

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Simon Penny

Planning Qualitative Research to Inform Service Design

In a previous blog, I explored the need to balance different types of research during design activity. In this post, I specifically want…

12 min readAug 11, 2020

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Mug of tea from above, set against an orange background

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Simon Penny

Finding The Right Balance in Human-Centred Design Research

Human-centred design is a structured process for solving problems through collaboration and creativity. As the name suggests, it’s also a…

4 min readAug 6, 2020

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Finding The Right Balance in Human-Centred Design Research

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Simon Penny

Simon Penny

Design Leadership. Service Designer at SPARCK. Formerly lead design roles in-house with Local Gov, NHS and Housing. Founder CheekyGuerrilla and GSJShrewsbury.

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