iiinova — where your digital self keeps evolving

Katherine Wastell @kwastell.bsky.social · 09/01/2026

A lot of delivery problems aren’t delivery problems at all. They’re org design problems. Step back to look at the org as a delivery system. Start from the customer experience, the products and services that shape it, and the internal systems that support. www.katherinewastell.com/blog/2026/1/...

katherinewastell.com

Designing how organisations deliver for customers — Katherine Wastell

Many teams and leaders are under pressure to deliver more, better, faster, with less. While the reality is that delivery feels harder than it should. There can be many reasons for this - capability g...

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Katherine Wastell @kwastell.bsky.social · 17/09/2025

There's lots of talk of what AI means for design. The real impact will be felt in everyday customer experiences. AI is artificial but so are most services. Screens, clicks, logins. Done well, AI could remove these barriers so experiences fit more naturally into life. public.digital/pd-insights/...

public.digital

AI and design: the future of customer experience — Public Digital

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Katherine Wastell @kwastell.bsky.social · 30/07/2025

Our latest @publicdigital.bsky.social book, competitive advantage by design, is here. Today, design approaches shape how modern businesses are run. This is a collection of stories that remind us of the joy of design and its transformative potential. Get your copy public.digital/pd-design-book

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Reposted by Katherine Wastell

Nexer_Digital @nexerdigital.com · 18/03/2025

#CampDigital - Meet our speakers! We're delighted to announce that @kwastell.bsky.social and @blangry.bsky.social will join our lineup on 3rd July, with their talk 'Getting things moving in a system that doesn't want to!' 🥳 Grab your tickets today at: tinyurl.com/mw4bcyb9

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Reposted by Katherine Wastell

Sharon O'Dea @sharonodea.com · 10/03/2025

In my latest weeknote: 👊🏻IWD internet shitposting, wrapped: 42 submissions. 33 companies called out for IWD hypocrisy. No responses. So what did we learn? Also: HR Tech Europe (big on AI but not so much on experience), gigs (1 good, one meh), AMS looking fiiiine. sharonodea.com/2025/03/09/w...

sharonodea.com

Weeknote 2025/10

A message for International Women’s Day. Photo: me. Yesterday was International Women’s Day, so once again, I picked up the mantle of Asking Awkward Questions On The Internet. Why? Because DE…

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Katherine Wastell @kwastell.bsky.social · 03/01/2025

“This evolution of tap design serves as a prime example of where capitalism and design have gone wrong.”

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Katherine Wastell @kwastell.bsky.social · 03/01/2025

There's been recent focus on hiring designers from big-name tech companies (lnkd.in/eEjxq8EQ). Their skills are impressive, no doubt. But in today’s climate of cost-saving, organisations need designers with the hard-earned experience of a transformation. www.katherinewastell.com/blog/designi...

katherinewastell.com

Designing on a cold, rainy night in Stoke — Katherine Wastell

Over the years in the teams I’ve led and supported, I’ve observed a unique skill-set in the designers with transformation experience. They’ve learnt how to do design in challenging, high-pressure envi...

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Katherine Wastell @kwastell.bsky.social · 22/11/2024

Yes 100%, and this needs to be combined with considering how people, and teams, work together.

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Katherine Wastell @kwastell.bsky.social · 21/11/2024

Design how teams work together to make the end-to-end experience real. It’s not just about vision — it’s about delivery. Build teams with the right skills and group them to deliver the experience. Shape how your organisation runs, how colleagues are supported, and how teams work together every day.

Photo of a green post-it with a hand drawn sketch.

The sketch shows a cluster of 4 circles, with arrows going round the outside. It says ‘E2E customer experience’.

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Katherine Wastell @kwastell.bsky.social · 21/11/2024

How you organise work should reflect what’s most important in the end-to-end experience. A seamless experience comes from all the parts working together so customers don’t feel the joins. Focus on key interactions and journeys, map how services connect, and prioritise around what’s most important.

Photo of a green post-it with a hand drawn sketch.

The sketch shows 4 overlapping circles of different sizes. Inside the circles it says ‘Create an account’, ‘Order a card’, ‘Manage your finances’ and ‘Get financial advice’.

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Katherine Wastell @kwastell.bsky.social · 21/11/2024

To realise an E2E (end-to-end) experience you have to reflect it E2E in your organisation. Knowing the problems, having a vision and setting priorities isn’t all. If customer are leaving, delivery is slow and teams are siloed the issue runs deeper. You need to design how your organisation works E2E.

Photo of a green post-it with a hand drawn sketch.

The sketch shows a horizontal arrow with the words ‘E2E experience’. Underneath is a vertical arrow with the words ‘E2E org design + op model’.

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Katherine Wastell @kwastell.bsky.social · 21/11/2024

Why do so many strategic initiatives fail? Too often, organisations focus entirely on the target customer experience, without thinking about how they’ll make it real. They want to create a new experience, but their operating model holds them back.

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Katherine Wastell @kwastell.bsky.social · 13/09/2024

Could anyone recommend a high quality fast turnaround place to get stickers printed in London? Diginate isn’t fast enough for what we need.

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Katherine Wastell @kwastell.bsky.social · 10/08/2024

In an organisation that delivers services, it’s crucial to prioritise the effort you put into them. You need to focus where you’ll see the best return on investment. That could be for operational efficiency or a better customer and colleague experience. www.katherinewastell.com/blog/2024/5/...

katherinewastell.com

How to prioritise your services, and your effort — Katherine Wastell

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Katherine Wastell @kwastell.bsky.social · 22/02/2024

Doing user research is about looking for clues. And while user research can’t provide certainty, it will inform the bets you place in your organisational strategy. Doing user research to inform strategy: public.digital/2024/02/21/d...

A visual map with pink and green quadrants. Showing different qualitative research methods, plotted between structured vs unstructured, and observational vs conversational.

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Katherine Wastell @kwastell.bsky.social · 19/01/2024

This is making me very happy today… the start of a design community of practice at @publicdigital.bsky.social

Screenshot of a section of a Miro board. Showing the people in the design community at Public Digital.

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Katherine Wastell @kwastell.bsky.social · 17/11/2023

The journey to establish design in an organisation is not a straight path, but a cyclical process. Working across different organisations, I've noticed some common phases. As you navigate through these phases, it's crucial to adapt your leadership approach. www.katherinewastell.com/blog/2023/11...

katherinewastell.com

The phases of establishing design — Katherine Wastell

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Katherine Wastell @kwastell.bsky.social · 24/10/2023

There’s an old saying, the best designer isn’t the best manager. While that’s true for some people, it’s unambitious. For design leadership to be effective, we need a player-coach approach. We need to combine people leadership and design leadership. www.katherinewastell.com/blog/2023/10...

katherinewastell.com

The player-coach design leader — Katherine Wastell

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Katherine Wastell @kwastell.bsky.social · 18/10/2023

To identify user research findings, you need to distill lots of information into meaningful patterns. Do it with your team, and do it iteratively. And you'll rapidly synthesise your way to clear findings that the entire team has helped shape. www.katherinewastell.com/blog/2023/co...

katherinewastell.com

Rapid and collaborative synthesis — Katherine Wastell

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Katherine Wastell @kwastell.bsky.social · 25/09/2023

My nephew got a mullet, and he’s 13, so they must be back?

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Katherine Wastell @kwastell.bsky.social · 25/09/2023

Yes, it’s in review at the moment

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Katherine Wastell @kwastell.bsky.social · 25/09/2023

Appreciation is an important practice for everyone, and thankfully is much more common across teams in recent years. Whether you're a small team of 3 or a team-of-teams, showing your appreciation for one another can work wonders for building connections. www.katherinewastell.com/blog/2023/9/...

katherinewastell.com

Appreciation workshop (with Miro template) — Katherine Wastell

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