Hello, I’m Annie

I’m a strategic service designer, who helps transform complex organisations by aligning people, business and technology. I design strategies, experiences, and services that improve outcomes and help organisations build what comes next.

Most recently, I’ve been working as a customer transformation consultant @ PwC, bringing a human-centric lens to both the public and private sectors.

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Recent work

Digital transformation · Service Design

Strategic service blueprinting to establish shared understanding of pensioner requirements across multi-vendor teams during a major programme pivot, creating the foundation for coordinated service delivery.

Strategic transformation · Service Design

Designed and delivered a comprehensive toolkit to build service design capability, support digital transformation, and assess design maturity across a government ministry.

Digital strategy · Customer Research

Undertook a customer and business discovery to develop a digital ambition and roadmap of initiatives to enable the business to shift from paper-based systems to digital operations.

Digital transformation · User Experience

Streamlined a highly complex and heavily regulated customer advisory process into an intuitive design with built-in compliance, risk controls and process standardisation for bank staff.

What colleagues say

  • Director

    “Annie is an exceptional consultant and designer who seamlessly blends any version of design (strategic, service, CX, UX, visual, communications — you name it) to solve complex business challenges. Her unique mix of analytical thinking and creativity sets her apart, making her invaluable to our team”

  • Senior Designer

    “Annie keeps the team moving forward as a well-oiled machine. She's a great leader who drives work forward and identifies new opportunities for the team. Annie has an excellent technical understanding of what solutions and processes can be employed to resolve a problem or need, and somehow stores them ready to pull from the top of her mind at a moment’s notice”

  • Manager

    “Annie brings infectious energy and positivity to the team. Her engaging presentation style and uplifting spirit boosted team morale countless times. Annie excels in managing, leading, and developing others, especially in building the capabilities of junior service designers”

  • Associate Director

    “I would always want Annie on my team. She is an excellent operator who can be completely trusted with projects and leading project teams. Her attention to detail is excellent and the quality of her work is impressive. She builds rapport instantly with those around her and she cares genuinely for her team members and leaders. I've observed Annie delivering a workshop that "has" to be fun through to scoping a multi-stakeholder and highly complex service design project. No job is too big or small for Annie”

  • Junior Designer

    “As a leader of the work, Annie communicates clearly and at the right level of detail, making sure the audience is across our work, purpose, thoughts, ideas, and decisions. Annie takes the time to explain things that might be a bit complicated or dabble in the realm of technical complexity. She brings service design SME-ness and great breadth of knowledge to the work”

  • Director

    “Annie is not only a master of her craft but also a wonderful mentor, inspiring junior consultants and designers with her supportive coaching. Her adept stakeholder management and can-do attitude make her a tremendous asset in any environment”

  • Manager

    “Annie consistently delivered high-quality, detailed work, even under tight deadlines. Her ability to produce visually appealing and structured content, like our service blueprints, was praised by our governance group for the richness in detail”