Research, sense-making, and human-centred design coaching.

Service design

The resources and facilitators were amazing. Such a wealth of knowledge that helped us with new ways of thinking.

- Workshop participant

Project info

Fred Hollows Foundation


The Fred Hollows team wanted to identify opportunities and early ideas for innovation in their eye-care services across several country offices, particularly in the Philippines. They conducted a series of in-country ethnographic interviews on their own, but felt they needed expert assistance in Synthesis (making sense) of that qualitative data and turning it into useful opportunity areas and ideas. They also wanted more general capability-building in the Human-Centred Design process.

“Facilitators were knowledgeable and able to read the audience; great mix of information and activities.”
The most useful thing was constantly returning to the quotes from the interviews. I definitely have a clearer idea of what HCD is and its value for the sector. Thanks for an amazing couple of days!


We designed and facilitated three days of workshops with a mix of learning and working on their live project. We led them through activities that introduced the team to key concepts of Human-centred design, learning on other examples before always coming back to apply the learning to their work.

We spent the majority of our time in synthesis and ideation, helping the team map and make sense of their interview data in diverse ways, identify key insights and opportunity areas and generate and develop early ideas.

Broadly speaking, the three days were structured as:

Day 1: Framing, patterns, insights, and opportunities
Day 2: Process overview, lateral inspiration, idea generation
Day 3: Deepening insights, deepening ideas, storytelling, innovation at Fred Hollows

These three days helped guide the Fred Hollows team through the difficult middle section of the full HCD process.


We ended with a solid set of opportunity areas and early ideas for the Fred Hollows team. Participants reporting a much stronger understanding of the human-centred design process.

Engagement with the workshops was high and the feedback was equally positive. The mean “likely to recommend” score from the workshops was 9.25 out of 10.

"Activities were really great: focused, creative and interactive."
Mapping insights, quotes, and opportunities against patient and system journeys.
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