I’m a service designer with over 20 years of experience crafting digital experiences that are thoughtful, inclusive, and strategically effective. My journey began in the early 2000s as a web designer, evolved into UX and UI, and ultimately led me to service design, where I found my passion for solving complex, human-centred problems at both strategic and delivery levels.
I currently work in a senior UX and service design role at a large fintech organisation. There, I help multidisciplinary teams through complex design challenges, run our Service Design huddle, and help raise service design maturity across our UCD function. I also act as an accessibility advocate, collaborating closely with teams focused on meeting the needs of vulnerable customers and ensuring our services are inclusive by design.
Throughout my career, I’ve worked across fintech, healthcare, local government, and other public and private sectors. This breadth has shaped my systems-thinking mindset—zooming in to refine detailed user journeys, and zooming out to align services with broader organisational goals. I believe service design is about bridging user needs with business realities, and I enjoy helping teams navigate that space.
I’m especially passionate about inclusive design and behavioural science -using research and real-world insights to build services that meet the needs of everyone, including those often left out by traditional approaches. Whether it’s exploring cognitive load, understanding bias, or designing with neurodiversity in mind, I’m always looking for ways to design more thoughtfully and equitably.
Mentoring and capability-building are also close to my heart. I’ve led and supported small teams throughout my career, helping grow a collaborative, safe culture for creative problem-solving. I stay in touch with many of those I’ve mentored, and take great pride in seeing them thrive.
I’m a lifelong learner, always exploring the latest in tools, technology, AI, and service strategy. But I’m equally curious about people – especially those working within services. I believe some of the best insights come from simply listening to and learning from those with lived or hands-on experience.
Above all, I believe that good service design is about empathy, clarity, and collaboration. Turning complex challenges into services suitable for all.
Naomi Parker 