Annie Maxted

United Kingdom
Senior Service Designer
Annie Maxted
"I help organisations to challenge their own thinking through the perspective of their customers."

Being a Senior Service Designer at Foolproof means I help organisations to challenge their own thinking through the perspective of their customers. It allows me to take a human-centred approach to design challenges, ensuring digital experiences truly meet the customers’ needs.

Whilst my experience has covered a range of industries, most of my experience is in the retail banking sector. The banks I’ve worked with have typically been large, siloed organisations -with conflicted areas of internal interest. Combine this with an industry typically deemed complex or misunderstood by its users and this is the complexity and challenge that I enjoy juggling in a project. 

I originally studied Industrial Design at University, and it was whilst working on my dissertation with NHS, looking at how we can help surgeons improve patient safety during surgery, that I discovered the same design process I had learnt for physical products, translates to digital products and services too. 

My favourite part of this process is often the upfront discovery of problems and the space in which they play. Using research techniques like shadowing and different interview techniques, I most enjoy unpicking these observations to get to the heart of what needs solving and prioritising.

Outside of work, I’m an outdoors person. I try my hardest to exercise in the hope it’ll burn off my love of brunch at the weekends. I absolutely love animals too.

Basically, you can find me in a park - after an attempt to run, with some avocado on toast, dog spotting.