◂ CONTENTS SKILL · SERVICE DESIGN AND CO-DESIGN FOUND IN 2 OF 4 PROJECTS

SKILL 6 OF 9 · SERVICE DESIGN AND CO-DESIGN

Personas

A profile of a group of people, built from research, that the whole team can design for. I use them to test a service at different ages, and from every side of it.

WHERE IT SHOWS UP · PICK A PROJECT

PROJECT 02Learning Meter
PROJECT 03JUMP Math Lab

ALSO IN OTHER WORK ·Digital Education Hub · empathy mapping ▸

HOW I DO IT

From research to one person on the page

  1. 01ResearchSessions, interviews and observation with the people the service is for.
  2. 02Group the needsArchetypes from the research, each with a name, a quote and what they need.
  3. 03Name the fearsThe barriers each persona meets, from the problem model.
  4. 04Follow one throughOne persona walked through the service, at the moments that matter.
  5. 05Check the other sidesThe people who supply what the persona sees.
PROJECT 01 · BEELINE · 2026FROM P. 3–8

Dylan, the Overwhelmed Explorer

One of five research-validated personas, observed across young people with inconsistent engagement, including some not in education, employment or training, and young people with limited support networks. Four of the five personas feel overwhelmed when they explore and filter options, so Dylan stands in for the biggest group. He is also the furthest from Clare, the one persona who feels in control.

“Looking for careers information online is overwhelming, I don’t know where to start and when I do find something I don’t think I have the qualities to be able to do it.”
OPPORTUNITY STATEMENTHelp young people navigate opportunities without becoming overwhelmed, by simplifying information, reducing friction and providing clear next steps.
Hand-drawn illustration of Dylan: curly hair, a small smile, a blue hoodie and headphones round his neck

Dylan through the ages

ONE PERSONA, MET AT 10, 13 AND 16
The same six readiness stages hold at every age. What changes is which stages are in reach, and what fills them. Key stages tell us where someone is in school; readiness tells us what would help next. Pick an age to follow Dylan.
DiscoverEarly awareness
ExploreExploration
ConnectApplied exposure
PractiseTechnical immersion
DecideTransition decision
Keep goingProgression
Key stage 2age 7 to 11
Key stage 3age 11 to 14
Key stage 4age 14 to 16
Key stage 5age 16 to 19
19 to 25and beyond
10
13
1616
in reach at that agein reach with an adultDylan, at that age
KEY STAGE 2 · YEAR 6
At 10 I am … just starting to wonder what jobs are out there. In Year 6 in Oldham. He loves building in Minecraft. Nobody he knows works with computers, so jobs feel like something other people do. We want him to see that what he enjoys links to real jobs.
FEARS THIS PART MOVES
“I can't see the link”“It's not for people like me”
WHAT WE DESIGNEDThe Discovery Game in class · gateway cards to scan · the Employer Hub · What’s on near you
KEY STAGE 3 · YEAR 9
At 13 I am … wanting to explore my interests. Code club since Year 6, and now he makes his own small games. His mum wants triple science, and his friends are all picking the same options. We want to give him a voice.
FEARS THIS PART MOVES
“Someone else is steering”“I'll play it safe”
WHAT WE DESIGNEDThe Discovery Quiz · comparing routes in the Employer Hub · My Plan · sharing it with an adult
KEY STAGE 4 · YEAR 11
At 16 I am … not sure yet, then choosing my next step. Code club, Computing at school, and coaching his brother’s football team on Saturdays. He still finds careers information online overwhelming. We want him to see what he has built, and use it to choose.
FEARS THIS PART MOVES
“I'll play it safe”“I'm stuck and left behind”“I can't prove myself”
WHAT WE DESIGNEDThe Discovery Quiz · the opportunities finder · the CV translator · comparing routes · My Plan, shared

The other side of what Dylan sees

What Dylan sees is only as good as what employers and providers give the service, so their journeys are designed too.
Hand-drawn illustration of Rania: shoulder-length dark hair, hoop earrings, a warm smile, a green blazer and a lanyard
EMPLOYERS · RANIA, EARLY CAREERS LEAD“We’re working on the skills pipeline for our sector and want to reach young people in Greater Manchester. Could we have a call?”
  1. Could we have a call?She emails us.
  2. Most of it was filled in already.We send her an invite.
  3. Young people are finding us.Her profile goes live.
ILLUSTRATIVE SCENARIO, BASED ON THE EMAILS WE OFTEN GET
Hand-drawn illustration of Sam: short auburn hair, round glasses, freckles, a friendly smile and a lilac jumper
EDUCATION PROVIDERS · SAM, T LEVELS LEAD“We’ve added two new T Levels this year. How do we get them in front of young people on your service?”
  1. Most of our courses were already there.We send Sam an invite.
  2. We added the new one ourselves.Sam adds what is missing
  3. Young people find our T Levels.They show in the finder and on route pages
ILLUSTRATIVE SCENARIO · A FURTHER EDUCATION COLLEGE
1 · PulledFrom national listings, so no one starts from nothing.
2 · RefinedThey add what only they know, in words young people use.
3 · CheckedAccurate, plain, open to his age, honest.
4 · Kept currentDates follow the listings, closed openings come off.
OPEN PROJECT 01 · P. 3–8 ▸
PROJECT 04 · THE ARTIFICIAL LEAF · 2021–2022FROM P. 19–21

A persona for every industry we interviewed

After interviews with companies, experts and researchers, the team drew up a persona for each field. Each one summarised the needs of a company or a larger entity, and each led to a How Might We question and a first prototype of where the leaf could fit. Plastics was taken forward.

Illustrated portrait of Sebastián, a persona from the SUGAR fall report
CEMENT PRODUCTION
SebastiánEnvironmental engineer and carbon capture lead in a cement production factory
MAIN NEEDSTurn carbon dioxide into an opportunity and avoid fees · keep production running 24 hours
HOW MIGHT WEHow might we help Sebastián use the artificial leaf to intervene with carbon dioxide storage during the production of cement, in order to add value to it?
Illustrated portrait of Thomas, a persona from the SUGAR fall report
PLASTICSTAKEN FORWARD
ThomasCEO of a plastic manufacturing company, with a good overview of how recyclable a broad range of materials are
MAIN NEEDSA better waste separation system · less new plastic, to avoid plastic taxes
HOW MIGHT WEHow might we use the artificial leaf to decrease the amount of new plastic that is needed, which results in less plastic tax to pay?
Illustrated portrait of Ingrid, a persona from the SUGAR fall report
MARITIME SHIPPING
IngridOwner of a marine shipping company, facing strict environmental rules in transport
MAIN NEEDSFuel that complies with new policies on carbon dioxide emissions
HOW MIGHT WEHow might we create a more sustainably produced fuel for the marine shipping industry, to comply with new policies on carbon emissions?
Illustrated portrait of Luca, a persona from the SUGAR fall report
WASTE TO ENERGY
LucaManager of a waste-to-energy plant who wants to invest in innovation for the company’s future
MAIN NEEDSReduce the carbon dioxide emitted when burning waste · a circular, efficient system
HOW MIGHT WEHow might we add value to the carbon dioxide emitted during the burning phase, to give the company a new market opportunity?
Illustrated portrait of Erica, a persona from the SUGAR fall report
FOOD PRODUCTION
EricaHealth and safety, environment and energy department of a food company
MAIN NEEDSRecognition for the company’s sustainable activities · access to investment
HOW MIGHT WEHow might we help food companies gain recognition for their sustainable activities and speed up their energy transition?
FROM THE SUGAR FALL REPORT, 2021
ROUGH WORK · SKETCHED FIRST · 1 SKETCH ▾
OPEN PROJECT 04 · P. 19–21 ▸
TOOLS
ExcalidrawFigmaMiro
RELATED SKILLS
WORK WITH MEService design and co-design workshopsLandscapes, blueprints, discovery sessions with users and partners
ASK ME FOR A DAY RATE ▸