About Aimee
Hello, I’m Aimee.
I’m a service designer and a coach. For more than 15 years I’ve helped organisations design services that work for the people who use them, and I coach thoughtful leaders, designers and creative folk who want to think clearly, feel steadier and take the next step. The two sides of my work have more in common than you might think.
My journey.
I started out in digital, design and media production, and went on to spend more than 15 years as a design consultant, helping organisations change how they work. As a service designer I’ve led research, mapping and co-design on services for the NHS, the Ministry of Justice, the UK Health Security Agency, Wellcome and the Co-op, helping teams understand the people they serve and make changes that last.
My route into coaching wasn’t a straight line. After years in leadership and strategic design consulting, I realised that looking successful on paper didn’t make me feel fulfilled. I found myself drawn to helping people through change, uncertainty and the pressures of life and work, in a way that respects their nervous system, who they are and what they care about.
I left a job that no longer fitted my values, started a business and moved countries. I trained as a Co-Active coach, became an ICF Professional Certified Coach (PCC), and started working with creative, curious people who want to do things their own way.
Since then I’ve worked with people in more than 25 countries, from creative startups to tech companies and public organisations. Many come to me wanting clarity, direction and practical ways to lead and live without switching off their sensitivity.
Today I do both, and each makes me better at the other. Design work keeps me curious about whole systems and the people inside them, and coaching keeps me close to how change actually feels for the person living through it.
How I work.
Whether I’m sitting with one person or a whole team, I follow the same rhythm.
- Explore means getting to know what really matters, to you or to the people a service is for.
- Design means working out a way forward together.
- Create means trying things, doing the work and making changes that stick.
With people.
Coaching with me is warm, honest and practical. You’re the expert in your own life, and my job is to help you see things more clearly, make choices you feel good about, and follow through on them. Whether it’s your career, your business or how you balance everything else, we work on the change you want to make.
With organisations.
I join teams as a senior or lead service designer. I spend time with the people who use and deliver a service, make the whole picture visible through journey maps, service blueprints and ecosystem maps, and bring staff, users and leaders together to agree what to change. I aim to leave teams with the skills and confidence to keep improving things after I’ve gone.
My perspective.
Freedom, creativity and working together matter a lot to me. I think life and work go better when you make choices on purpose, and that’s what I try to help people do.
Travel and being outdoors are a big part of my life. I’ve visited more than 40 countries, I scuba dive, practise yoga and get out into nature whenever I can, and all of it shapes how I work. Today I live by the sea with my wife, Ali, and our dog, Aoife.
Whether you want to change something about your own working life, or you have a service that needs some care, I’d love to hear from you.
Service design.
- 15+ years as a design consultant helping organisations change how they work, after starting out in digital, design and media production.
- Contributions to chapters in This is Service Design Doing (opens in a new tab) and the Product Design Career Workbook (opens in a new tab).
- First-class Digital Management Master’s degree with Hyper Island (opens in a new tab).
- BA in Philosophy & Cultural Studies from Cardiff University.
Coaching.
- 5 years as a professional coach.
- Certified Co-Active (opens in a new tab) Professional Coach (CPCC).
- Professional Certified Coach (PCC) by International Coaching Federation (opens in a new tab) (ICF).
- Worked with 100+ leaders from 25+ countries.
- 4 years Executive Coach with Zinc & Assistant Coach with Co-Active.
- Design coach and mentor on ADPList (opens in a new tab).
Life.
- Travelled to 40+ countries and counting.
- Hugged an Orangutan in Indonesia, swam with great white sharks in New Zealand, was head-butted by a dolphin in Australia, paraglided in Brazil, sand surfed in Chile, surfed in El Salvador, scuba-dived in Bali, and sky-dived over Mexico.
- Studying breathwork and the nervous system.
- Currently living by the sea with my wife Ali, and little dog Aoife
"Aimee is kind and compassionate, as well as being an astute observer. I wouldn’t hesitate to recommend her."
Fiona B. - Freelancer · Read more
Get in touch.
Thinking about coaching, or have a service design project in mind? Let’s chat!