The Works & RXP Launch The Human Centered Design Practice

Recognising the growing demand for products, services and experiences that address the core needs of the customer, RXP Group has today launched its Human Centered Design practice in Sydney within The Works.

Former EY director of innovation, Kerryn Ross (middle of main photo), has been appointed to lead the new practice. The launch complements RXP’s existing HCD practice in Melbourne and Canberra which is already one of the largest in Australia, working with many of Australia’s most iconic brands and government agencies.

With customer experience now acknowledged as a key driver to increase market share and revenues, many businesses are now re-organising around the customer journey to better understand why and how people interact with brands on a more holistic level. Human Centered Design is an approach to problem solving that involves the human perspective in all steps of the process.

An expert in disruptive thinking, change management and CX, Ross’ has held senior brand marketing roles at Gillette, Lion Nathan and Tourism Western Australia. For more than eight years she worked as design thinking lead at WPP-owned Phuel and most recently was director of innovation Oceania at EY, consulting on CX and innovation.

She said: “Many organisations and brands have clearly defined brand expressions but are being let down when it comes to the experience enjoyed by their customers and employees. Human Centered Design drills down to solve the problems being faced by consumers and designs solutions that address them. The Works’ reputation in brand, digital and CX, combined with our new HCD practice, means we have a unique offering.”

Ross will work alongside RXP chief design officer, Lee Tucknott. In addition, Mike Jones (left in photo) has been promoted to CX lead at The Works to boost the team’s capabilities.

RXP Group CEO Ross Fielding said: “We’ve had great success with our HCD practice in Melbourne and we’re now accelerating the build out of these capabilities in Sydney at a time when many organisations are positioning around delivering products, services and experiences that are built from the ground up by those they are designed for in the first place, the end consumer.”

Douglas Nicol (right in photo), partner and head of strategy at The Works added: “Kerryn is a highly experienced CX and HCD practitioner and we are delighted she has joined the team. Having this capability in Sydney further expands our ability to deliver how a brands’ expression needs match the brand experience, which we believe is a key growth driver for a business.”

The launch of an HCD practice in Sydney follows RXP formally opening The Works in Melbourne, led by former Big Red CEO Bridget Cleary.

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