Creative and effective people

We’ve grown an award-winning team of creative folk and delivery expertise, with insight and ideas energising everything we do.

  • Oliver King

    Oliver King


    As a co-founder and director of Engine, Oliver helps organisations to identify where, when and how they can provide better, more meaningful and valuable services.

    Oliver is a passionate advocate of co-creation, design thinking and helping organisations to help themselves through actively building their internal service design capabilities. Oliver works across all sectors, but has extensive experience in travel, automotive, hospitality and energy sectors.

    Oliver is a recognised pioneer in his field and regularly speaks and writes internationally on service design and innovation. He is also a board Director of the Design Business Association.

  • Joe Heapy

    Joe Heapy


    Joe Heapy is co-founder and Director of Engine Service Design. With roots in industrial product design, Joe is an advocate of the social value of design in improving people’s lives.

    Joe has worked with clients across sectors to improve business performance and the experiences of service users. He helps organisations to formulate strategy and deliver service innovation: improving and interconnecting customer experiences.

    Joe has collaborated with Demos to research and publish The Journey to the Interface, a book describing user-centred approaches to service design in the public sector, is Honorary Professor of Design at Glasgow School of Art and a Visiting Professor at the Royal College of Art in London.

  • James Samperi

    James Samperi

    Director/ Managing Director - Engine Dubai

    James heads up our Dubai studio and is Client Director for all projects across the UAE and surrounding regions.

    James has a background in product design, design research, and product and service strategy. He is responsible for the delivery of projects across all sectors, and his work includes the design and development of services for clients including Dubai Airports, Mercedes-Benz, E.ON, Microsoft and the BBC.

    James has worked both sides of the client/agency divide and has a strong appreciation of what it takes to deliver great products and services from both perspectives.

    He regularly speaks and runs training workshops on service design and its impact on business, and has helped develop design programs at BA and MA level.

  • Lisa Skinner

    Lisa Skinner

    Operations Director

    Lisa has previously held senior positions in Marketing, Sales and Operations within international bluechip organisations. She's responsible for ensuring that Engine delivers the best customer experience possible and understands what it takes to deliver this across the full range of Engine's activities.

  • Paddy Whiteway

    Paddy Whiteway

    Client Services Director

    Paddy works with new and existing clients to identify how Engine can help them deliver improved services and customer experiences that increase business performance.

    With some 20 years insight gained in a variety of roles, agency and client-side, he’s well versed in both the experiential and operational gains that service design can bring.

  • Deborah Auguste

    Deborah Auguste

    Office & Finance Manager

    With a strong background in administration and financial support, Deborah is motivated to create solutions to keep Engine operating efficiently and effectively.

  • Gavin Maguire

    Gavin Maguire

    Senior Consultant

    Gavin has over 11 years of experience designing services at Engine. By rethinking the way client organisations do what they do, Gavin helps them stay great in the eyes of their customers. Whether crafting a fresh service strategy or working through the details of an experience, Gavin specialises in marrying an organisation’s capabilities with people’s needs and desires. Gavin’s work spans most industries – recently the technology, financial and automotive sectors.

  • Itamar Ferrer

    Itamar Ferrer

    Senior Consultant – Engine Dubai

    Itamar leads service design projects focusing on service strategy, design and product development across a range of sectors.

    Itamar has a background in visual communications and interdisciplinary design. She is passionate about people, interactions, and the processes behind decision-making. Itamar specialises in vision, strategy and service development for implementation and delivery. She has worked extensively in Aviation, Retail, Healthcare, Automotive, Education and Financial Services.

  • David Pinder

    David Pinder

    Senior Consultant - Engine Dubai

    David leads service design projects focusing on service strategy, design and development of front-line service capability.

    David is passionate about using a people-centred approach to uncover latent needs, to identify key opportunity areas and to make better objects, services and experiences.

    He has experience in transportation design and design research, working across insight, innovation and strategy projects.

  • Jessica Cheng

    Jessica Cheng


    Jessica has a background in business, interaction and product design. She specialises in digital strategy, user experience and product innovation for delivery across digital platforms and physical environments. Jessica has worked extensively across the public and private sectors developing services across retail, energy, finance, FMCG, automotive and the luxury industry.

  • Clare Hatfield

    Clare Hatfield


    Clare is a project lead and enjoys bringing different specialists together to develop business solutions in a fun, creative way. She started her career as a newspaper reporter, feeding her curiosity about how people behave and why. Today, that inquisitiveness helps businesses, from banks and hotels to media and travel providers, improve and create every day products and services to fit with people’s lives.

  • Martta Oliveira

    Martta Oliveira

    Senior Service Designer

    Martta has a background in management, and training in design thinking and innovation. She is well travelled, having studied and worked across Europe and Asia. She brings her experience from working in a variety of consulting firms with specialisations ranging from digital strategy to operational excellence. She has experience working across Financial Services, Aviation, Hospitality, Utilities, Education and Logistics. She has helped organisations define their CX strategy, and has guided them through to prototyping and implementation.

  • Laurie Jones

    Laurie Jones

    Business Development Manager

    Laurie cultivated his expertise in business development and strategy while working in Product Design and Architecture, before moving into Service Design. Having lived in Europe, South America and Asia he has a broad set of skills and experiences to call upon and is interested in finding new ways to add value through design. He focuses on exploring new potential channels for Service Design and developing Engine’s portfolio.

  • Paul Foley

    Paul Foley

    Associate Retail Consultant

    Paul has a background in brand experience, design strategy and 3D design, across retail, leisure, experience, and workplace. He is a proactive thinker and strongly believes that immersion in the “customer world” and understanding their needs, combined with a creative, versatile and strategic design approach, leads to the best design solutions - creative, responsive and fit for purpose.

  • Daniel Pezzutti

    Daniel Pezzutti


    Daniel is fascinated by the impact social and technological shifts have on the experiences of people.

    With a background in physical and digital design across healthcare, lifestyle, lighting and media sectors he is experienced in delivering award winning propositions from conception to reality. Fluent in research and design strategy, he supports clients by creating solutions that balance sustainability with delightful user experience.

  • Bethany Frank

    Bethany Frank

    Service Designer - Engine Dubai

    Beth works on projects across a range of clients and spends time in both our London and Dubai studios.

    Beth grew up in the Middle East and trained in product design in Edinburgh and Oslo. She uses her different cultural hats to relate to those living and working in various contexts. 

    Beth enjoys creating products and solutions that drive positive change for people and efficiency within organisations. Beth has designed improved services within luxury retail, travel sector, telecommunications as well as in non-profit sector.

  • Richard Garcia

    Richard Garcia

    Change Consultant

    Richard has experience in delivering small, large and often complex change initiatives for over 15 years. He has worked with senior stakeholders to shape and deliver change programmes and projects for both the private and public sector, predominantly at Bupa, TfL and more recently at Virgin Atlantic.

    He has led a variety of multi- disciplined programmes and projects with leading organisations placing primary focus on business change, digital delivery, operational transformation and system implementation. 

  • Marc Pascual

    Marc Pascual

    Communications Designer - Engine Dubai

    Marc works across a suite of projects to design and develop engaging internal and external communications for the services being developed.

    Marc has a background in Graphic and Textile Design. He has worked with different startups designing their brand and corporate identity and brings a unique view on visual communications. Marc enjoys bringing textures into digital pieces and visualisations, making them tangible and real.

  • Leeor Levy

    Leeor Levy


    Leeor is a consultant whose process combines ethnographic research with design processes to develop service and innovation strategy. Leeor brings over 20 years of experience in communication and design, ethnographic research and strategy development to bridge the gap between insight generation and its application to solutions. Her process focuses on understanding how organisations are situated not only in their business context, but in the social and cultural contexts of the people they engage with, to help build relevant and meaningful consumer experiences. Leeor has worked internationally for clients and organisations across consumer technologies, healthcare, the public sector and international development.

  • Paul Elworthy

    Paul Elworthy

    Senior Consultant

    Paul has extensive CX and service management experience across TMT, Rail and Finance sectors – having worked with major brands including Virgin, Sky and Barclays.

    With over 20 years’ client side experience, Paul has a passion for designing and delivering insight led service enhancements and is well exposed to the tough cultural, operational and commercial challenges that often face companies when delivering exceptional service.

  • Tom Hoare

    Tom Hoare

    Graphic Designer

    With a background in interaction and graphic design, Tom has a wealth of knowledge visualising concepts across a variety of media including: print, digital and film.  He uses a critical approach to bring ideas and experiences to life in an understandable graphic form.

  • Ewan Cameron

    Ewan Cameron

    Senior Change Consultant

    Ewan's background has involved working across design and business disciplines to create a design-led approach to driving change. He has experience working across sectors with organisations to define their CX strategy and provide change leadership to define and successfully deliver programmes, while proactively addressing the challenges that tend to pop up along the way. Former clients include Emirates, Sainsburys, Vodafone, BT, Bupa, Unite Students and the NHS.

  • Roberta Tassi

    Roberta Tassi

    Associate Senior Service Designer

    Roberta is an expert researcher and service designer, with a visual design background. She is passionate about combining design ethnography, participatory design and information visualisation to work on complex systemic challenges across industries and geographies. She currently works as consultant for several innovation and design firms, and teaches user-centred design at Politecnico University and other design schools in Milan.

  • Steve Heron

    Steve Heron

    Associate Consultant

    Steve has over 20 years experience in leading multi-disciplined teams through a wide variety of creative challenges across multiple business sectors. 

    Using his mantra of ‘Design for the user – deliver for the client’ he focuses on combining the specific business needs of the client with an innovative approach for exploring co-creation methods to identify how to be relevant to the needs and expectations of the consumer in order to deliver meaningfully different services, products and communications.

    He regularly gives up time to develop and run design thinking workshops for leading UK universities.

  • Shivika Sood

    Shivika Sood

    Service Designer

    With a background in branding and design strategy, Shivika is trained in Service Design and Behavioral Economics. She helps businesses innovate to meet their customer needs, and integrate their brand across all service touchpoints. Having lived, studied and worked across America, Europe and Asia, Shivika is curious about culture and its impact on business.


  • Yeri Shin

    Yeri Shin

    Project Manager

    Yeri has a background in Design and Management and has worked both in-house and agency across the digital, retail, luxury and automotive industries. Having spent half her life in South Korea and half in the UK, Yeri understands how to navigate differences in culture and approach. She ensures the smooth running of Engine’s projects by overseeing budgets, timelines and human resources – and has a keen interest in optimising operational efficiency.

  • Theo Blackburn

    Theo Blackburn

    Associate Consultant

    Theo uses a variety of skills and an abundance of energy to develop the strategy and principles that drive great experiences, and to shape the relationships that brands have with their customers with improved service interactions. With experience across retail, auto, media and tech industries, he is motivated by the way tools such as service prototyping can create added value in everyday experiences and develop clever and compelling new services.

  • Charlotte Heath

    Charlotte Heath

    Office Assistant

    Charlotte has a degree in Criminology and Social Policy. Having worked in a variety of sectors, she wants to use her previous experience to continue to drive Engine’s high standards and office efficiency. Charlotte is motivated to maintain the Engine culture and efficiency in office.

  • Justin Kim

    Justin Kim

    Senior Service Designer

    Over five years at Engine, Justin has worked on a wide range of service design projects across the automotive, aviation and technology sectors. He’s passionate about finding differentiating, signature service experiences which both businesses and customers value. Justin has a product design background, with expertise in research, strategy and implementation support. Justin has also run service design training programmes for a diverse range of organisations in the UK and abroad.

  • Sam Hirsch

    Sam Hirsch

    Service Designer

    As a service designer, Sam brings the set of skills from his industrial design, strategy and innovation background. He employs a passionate and user-centred approach to business and design challenges. Sam has experience with a range of clients from Pharmaceuticals and financial institutions to technology start-ups.

  • Julia Schrot

    Julia Schrot

    Senior Service Designer

    In addition to Service Design, Julia has a background in UX and Visual Design. She is passionate about adding value to everyday experiences through well-designed services and service interactions. Julia brings both creativity and pragmatism to her projects. She has worked with global brands and small organisations in Germany, the UK and the Middle East to develop new strategies and services in the travel and hospitality sector, retail organisations and the public sector.

  • Roger Mason

    Roger Mason

    Associate - Illustrator

    Roger is a prodigious draughtsman with nearly two decades of professional experience as a storyboard and comic artist. He brings an unbiased creative eye to proceedings, and is able to visualise any concept or idea demanded of him.

  • Adam Beer

    Adam Beer

    Associate Illustrator

    Adam is an accomplished storyboard artist with 15 years experience producing storyboards and visuals for TV, commercials, games, music promos, animation and events. He works with us to help communicate and visualise concepts and bring service experiences to life.

  • Nick Currer

    Nick Currer

    Sales Manager

    Nick works with Engine to introduce new clients and ways of working. With roles in marketing, sales promotion and publishing, Nick has a wealth of experience in developing conversations and relationships across sectors, both business to business and businesses directly to customers. 

  • Stuart Penny

    Stuart Penny

    Associate - Service Designer

    Stuart uses qualitative research as a critical tool for creative thinking and strategy. He uses insight and evidence from research to drive consensus across teams, ensuring that collaborative working is efficient, effective and focused.

  • Greg Dillon

    Greg Dillon

    Associate - Insight & Strategy specialist

    Greg's speciality is developing the emotional connection in building and developing brands. A globally experienced strategist, he has worked with brands across the UK, Europe, Asia and the US. His focus is on consumer understanding, experience and engagement, both online, offline and across all sectors.

Helping us make it happen

Joining-the-dots of multichannel service and delivery requires collaboration across teams, internal and external.

We work with our clients to figure out what’s needed and often work closely with internal delivery teams and external partners. And, when it’s needed we also work brilliantly with our own network of small, creative and energetic agencies to make things happen. 

Digital platforms and products are central to any multichannel service and customer experience. Uber deliver clever and creative front-end design and development, and integration, as well as great content and media to support vision-selling.

Tayburn’s highly creative work helps bring products and services to market by creating new brands and refreshing old ones. They also develop compelling internal brands that bring impact to service transformation programmes inside organisations.

People are everything when implementing new services and customer experience, especially when the change needed requires a shift in service culture. Clarity work to deliver the vision and experience through people, from leadership in the boardroom to training the frontline.

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