Service design & Leadership Coaching

Apply design to make services simpler, smarter, and kinder.

Service design and leadership coaching, shaping solutions that deliver value and leaders who inspire meaningful impact.

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Services

What we do

Apply Design is an independent strategic design consultancy built on creativity, openness, and collaboration. We support leaders and teams to drive meaningful change, and help organisations turn ideas into tangible solutions through thoughtful design and co-creation.

Research & Strategy

Understanding user needs and spotting strategic areas of opportunity and growth, so business decisions carry less risk and create real value for the people you serve.

Service & Product Design

Visualising end-to-end experiences, mapping current and future states, and co-designing with teams to turn ideas into tangible solutions. Where it helps, focused one-week sprints take a big challenge from concept to tested prototype at speed and with less risk.

Culture & Ways of Working

Designing new ways of working and embedding a culture of co-creation and continuous learning, bringing design thinking, doing and being to organisational change so good work becomes great and the practice carries on long after the project ends.

Leadership Coaching

Developing leaders who create cultures of trust and psychological safety, and who lead with empathy, emotional intelligence and a clear sense of vision.

Selected work

Projects

We partner with organisations driven by purpose and possibility, bringing together design thinking, strategic action, and authenticity to help good work become great.

Ministry of Justice

Finding work after leaving prison

Designing end-to-end services that help people leaving prison find employment, reducing reoffending by joining up a fragmented journey. Working with the Probation Digital Strategy team to support teams move from vision to delivery.

Co-op

Embedding service design capabilty

Helping senior leaders and the Operating Model team use service design to reduce cost, improve efficiency, and create better experiences for customers and colleagues, while building service design capability across the organisation.

Good Things Foundation

A digital skills playbook for excluded communities

Bringing community voices into the co-design of digital skills for employability, and shaping a more strategic way of working with funders and centres, so digitally excluded people get better support into work.

UK Health Security Agency

Experience strategy for Covid health services

Supporting senior leaders with Living with Covid health services to plan for life beyond the pandemic, cataloguing services and mapping the patient and staff journey to guide practical, fairer decisions.

Trusted by

Organisations we've worked with

Logos of organisations Apply Design has worked with: Ministry of Justice, Consent Kit, UK Health Security Agency, Co-Active Training Institute, Honey Badger, Co-op, Hyper Island and Good Things Foundation
About

What we value

We believe we all have the power to design and make the world simpler, smarter, and kinder. Apply Design was created in 2019 by Aimee Tasker, and the work is built on a few things we care about:

  • Creativity, openness, and collaboration. The best solutions come from working in the open and co-creating with the people closest to the problem.
  • Purpose and possibility. We partner with organisations doing good in the world, and help good work become great.
  • Authenticity. Bringing design thinking, doing, and being to the work, and staying honest about what's really going on.
  • Kindness and trust. Creating cultures of psychological safety where people feel able to do their best work.

Aimee has spent over fifteen years in transformation across healthcare, finance, retail, ethics and social good. She holds a first-class Master's in Digital Management from Hyper Island, and is a Co-Active Certified Professional Coach (CPCC) and ICF Professional Certified Coach (PCC) who has coached more than fifty leaders from organisations including Google, IBM, Lululemon and Nesta.