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Available — Summer 2026

Designing services that are simpler, smarter, and kinder.

Lead service designer and certified professional coach with 12+ years helping teams across healthcare, government, and commercial organisations design end-to-end services that work for people.

12+
Years service design
18+
Years in digital
120+
Leaders coached
32+
Countries travelled
A bridge between logic and emotion.
Strategic designer, systems thinker, and certified coach working across the full stack of service design, from user research to SLT-level strategy.
Aimee Tasker

Hi I'm Aimee. I'm a strategic designer who believes we can all design a world that's simpler, smarter, and kinder. I help leaders and teams create products, services, and experiences that make a real difference.

With a background in service design, I map systems, spot patterns, and co-create practical strategies that make change stick. Through coaching, I support people in building clarity, confidence, and resilience as they navigate change.

I've worked across healthcare, government, finance, retail, and social good from the Ministry of Justice and UK Health Security Agency to Wellcome Trust and the Co-op. I've also independently coached 100+ global leaders from Google to Government, agencies and startups.

Mostly I'm inspired to create positive impact and do good.

Service designSystems thinkingCoaching (PCC)HCD / UCDStrategyDesign sprintsAgile & LeanTransformation
Untangling complexity.
Each project spans multiple teams, multiple phases, and more sticky notes than is strictly reasonable. Detailed case studies available on request.
01 · Gov · 6 months · Contract
Finding work after leaving prison service.
Ministry of JusticeSenior Service DesignerDiscovery → Alpha

Most prisons relied on paper forms, spreadsheets, and locally created processes to assess readiness for work and help people find employment. These methods were inconsistent, hard to share, and often duplicated across teams. I led the service from Discovery through to Alpha, designing a shared digital service to replace fragmented approaches while preserving the local flexibility

Outcome
Successful delivery towards private beta

New service-level vision across Reducing Reoffending. Connected suite of products replacing offline spreadsheets across the service area. Re-prioritised strategic roadmap that won a Pivot Award within MoJ.

"This is going to make our lives so much easier. Everything in one place.”Prison Employment Lead
Systems thinkingCo-designService blueprinting
02 · Gov · 6 months · Contract
Defining living with COVID services.
UK Health Security AgencySenior Service DesignerDiscovery + Retirement

UKHSA delivers health security services across multiple missions and threats, and needed to clearly define and retire Living with Covid services as we transitioned from emergency response The core challenge was making sense of Living with Covid services within an already fragmented service taxonomy, so teams could distinguish what needed active evolution from what should remain as pandemic legacy.

Outcome
User-centred approach to decision making

The project delivered: a user-centred approach to decision making for policy makers, a tested prototype for the service taxonomy linking UKHSA missions, threats, user needs, services, and products, and improved clarity on UKHSA services and reduced ambiguity and duplication across teams.

"We worked together on a complicated and challenging project, and it's a testament to the depth of her experience, her fierce intelligence and her good humour that I look back at that period fondly.”Tom Morgan · Lead Designer, UKHSA
StrategyService modellingStakeholder alignment
03 · Private · 18 months · Contract
Supporting digital skills and service design across the Co-op.
Co-opLead Service DesignerStrategy → Delivery

Supporting One Co-op with strategic business transformation, digital skills, and service design capabilities. Working with Co-op Funeralcare to design inclusive and accessible services during a vulnerable time for customers. Building design capability across product and delivery teams by not just embedding service design as a practice, but helping teams understand when and how to use it. Supporting operating model transformation and digital strategy at an organisational level.

Outcome
Design capability at scale

Digital strategy and operating model transformation. Inclusive research and design embedded across teams. Product design sprints and service design practice scaled across the organisation.

"She's great at getting people engaged and excited about the design process without them realising they are doing it."Cara Bermingham · Head of Agile, Co-op
Inclusive designCapability buildingTransformation

Other case studies available include MoJ Connected Prison service, Probation Digital Strategy, Good Things Foundation Inclusive Design, Well Pharmacy Managing RepeatPrescriptions, Wellcome Mental Health (£220m funding bid), Canyon (€2.5M savings)and NHS Blood & Translant service design.

In other people's words.
From designers, product leads, founders, and coaching clients.
Aimee is a talented person to work with, she's able to take a project brief and run with it even in very complex environments. She stays calm and is flexible enough to work within the situation. She has great analytic thinking skills which was key to the success of our project.
Lina Nilsson
Lead Designer, MoJ Probation Digital Services
Aimee is an incredibly talented designer and a fabulously supportive team member. She's great at getting people engaged and excited about the design process without them realising they are doing it. Would have her in my team any day of the week.
Cara Bermingham
Head of Agile, Co-op
Aimee was incredibly helpful in clarifying my objectives and guiding me toward practical solutions. Her advice was clear, actionable, and made a big difference in how I approach strategy. She could use her varied coaching and business skills to provide focused guidance depending on what I needed.
Beata Green
Healthcare CTO · Coaching client
Trusted by organisations making a difference.
A selection of clients I've worked with as a lead or senior service designer, contractor, or coach.
Ministry of Justice
Co-op
Good Things Foundation
NHSBT
Zinc
Well
Wellcome
Canyon
Co-active
UK Health Security Agency
2018
This is Service Design Doing
Contributor to the practitioner's resource and guide to applying service design in organisations.
2024
Product Design Career Workbook
Contributor to the workbook for designers looking to develop their career.

Top 50 mentor in Service Design and Top 10 in Business Transformation on ADPList 2025.

Currently

Open to senior and lead service design roles, interesting contract work, and coaching engagements with leaders navigating change.