Product-service strategy

About

Product strategy specialists
in consumer technology, healthcare,
transportation and consumer goods

Plan is a consultancy that specialises in product experiences. We help companies to think and act more strategically at the intersection between design, technology and business. The result: products and services that people connect with in meaningful ways, that are easy and pleasing to use, and ready to scale for mass production and distribution.

Since its inception in 2004, Plan has pioneered the field of product strategy for global brands in consumer technology, healthcare, transportation and consumer goods.

As strategy specialists, our clients count on us for authoritative, opinionated and independent advice.

Plan, a product strategy consultancy

Who we are

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    Founder

    Kevin McCullagh

    Design strategist and thought-leader with a 20-year track record for breaking new ground

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    Founder

    Kevin McCullagh

    Design strategist and thought-leader with a 20-year track record for breaking new ground

    Kevin founded Plan in 2004. Prior to this he was director at the product design consultancy Seymourpowell, where he set up one of the first dedicated design strategy teams in Europe. Over the past 20 years his clients have included: Samsung, Ford, HP, Lenovo, Mars, Nokia, Orange, O2, P&G, Shell, Tefal, Toyota, Unilever and Yamaha.

    With a background spanning design, engineering, marketing and social forecasting, he’s never short of an opinion or three. Kevin writes, speaks, and curates and chairs conferences on design, business, and society. His writing and opinions have appeared in publications including Fast Company, Design Management Review, Core77 and Blueprint.

    Insider information:

    • Die-hard modernist
    • Typography geek
    • Tennis veteran
    • MECE freak
    • Dark roast & 70% cocoa

     

    Read Kevins news and views ›
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    Design Planner

    Lydia O’Neill

    Consumer research and design trends

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    Design Planner

    Lydia O’Neill

    Consumer research and design trends

    Lydia is a Design Planner. She recently graduated from the Design for Industry course at the Northumbria University. Lydia’s interests range from current affairs, to writing and video editing. This influenced her to follow a different path to her industrial design peers. During the course she interned at Dezeen and Insider-Trends, as a trend researcher and reporter. Her future gazing curiosity is focused on social and lifestyle trends, and user research at Plan.

    Following her final year project digital/balance, a continued area of interest is how people and social etiquette are adapting to constant connectivity, and deliberating what this will mean for future generations.

    Insider information:

    • East Londoner
    • Wanderlust
    • Lucid dreamer
    • Wasabi fiend
    • Kenzo motivated
    Read Lydias news and views ›
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    Operations Manager

    Deepa Nayar

    Our operations and finance expert

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    Operations Manager

    Deepa Nayar

    Our operations and finance expert

    Deepa is our Operations Manager with Olympic juggling skills. Having the first hand creative experience Deepa understands the in and outs of Design studio. Along with the creative nature Deepa brings 15 years of management, HR, finance & operations skills. Deepa joined Plan in 2012 after working for an art museum, a logistics company and a software firm.  After obtaining a 1st class BA in Economics and English at Delhi/Meerut University, she moved on to study Textile Design, CAD and finally Information and Systems management. She is fluent in Hindi and Punjabi.

    Insider information:

    • Mother hen
    • Oasis of calm
    • Secret designer
    • Clean freak
    • Truth teller
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    Client Services Manager

    Elizabeth McDonald

    A keen eye for quality client experience

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    Client Services Manager

    Elizabeth McDonald

    A keen eye for quality client experience

    Elizabeth ensures we never lose sight of our clients’ ultimate needs and priorities. Always on hand to help make our clients’ lives easier.

    Over the past 20 years she has worked in marketing, communications and creative industries, both on the client and agency side.

    Insider information:

    • Secret soul girl
    • Style maven
    • Rugby mum
    • Monmouth coffee devotee
    • Proud owner of West Highland Terrier
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    Associate Director

    Debbie Nathan

    Specialises in research to complement the design process with innovative methods to work alongside front end innovation and agile development

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    Associate Director

    Debbie Nathan

    Specialises in research to complement the design process with innovative methods to work alongside front end innovation and agile development

    Debbie heads up Plan’s consumer research offer with particular focus on the value research can bring to the design process, with knowledge at the intersection between Design, Research and Strategy. Her background combines a first class degree in industrial design, a Philips sponsored Masters in Design Practice and professional experience in design research, product-service innovation and pure qualitative research. Over the past 10 years, while at Plan and previously at Samsung Design Europe, DCA Design International and TNS Global, she has consulted for clients including: Ford, LG, Toyota, Samsung, Orange, O2, Nintendo, Dixons Store Group, Carphone Warehouse, Mamas & Papas, Reckitt Benckiser, Mars and Bacardi.

    Insider information:

    • International cyclist
    • Trumpet virtuoso
    • West London girl
    • Weekend choralist
    • Heston aspirer
    Read Debbies news and views ›
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    Senior Consultant

    Irina Massmann

    Specialises in research and strategy for service innovation

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    Senior Consultant

    Irina Massmann

    Specialises in research and strategy for service innovation

    Irina is driven by ethnographic research, aiming to understand people’s behaviour in context, and iterative prototyping to help envision a future service from the earliest stages of development. Her passion for unwinding complex interactions allows her to consider all aspects of a service and her background in graphic design enables her to communicate those to the relevant stakeholders in an engaging manner.

    Irina has achieved a Masters in European Design with a focus on service design. During the course she studied at Köln International School of Design in Germany, at Glasgow School of Art in the UK, and at Aalto Arts in Helsinki, Finland.

    Since joining Plan, she has worked on design research and strategy projects for Ford, Deutsche Telekom, and the BBC, aiming to gain the best experience for their customers and employees when interacting with their products and services.

    Insider information:

    • Rescue diver
    • German veggie
    • Confessed boxset addict
    • Outdoor sports enthusiast
    • Pacifistic kickboxer
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    Design Planner

    Josh Allsopp

    FMCG and design management

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    Design Planner

    Josh Allsopp

    FMCG and design management

    Josh graduated with a first class BA (Hons) in Design for Industry from Northumbria University. During the course Josh worked part time as a Junior Designer at a plastic fabricator after being Highly Commended at the 2013 Design Innovation in Plastics Awards. Following internships at a range of small design consultancies he interned at Wrigley and Mars Chocolate, where he uncovered his passion for design research and strategy in the FMCG sector.

    Insider information:

    • Northerner navigating London
    • Health and fitness enthusiast
    • Extreme extrovert
    • Netflix addict
    • Lover of lists

     

    Read Joshs news and views ›
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    Design Planner

    Abby Lockwood

    Consumer research and design management

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    Design Planner

    Abby Lockwood

    Consumer research and design management

    Abby is a Design Planner. She recently graduated from Northumbria University where she studied Design for Industry. During the course she worked as a design intern at Product Revolution in Newcastle. Her interests lie in business processes and strategies, in particular training for professional development having project managed the merger of two shopping outlets who were looking to compete with the rising online market.

    She is a great communicator and team player, known for her meticulous organisational skills inside and out of Plan.

    Insider information:

    • Vanilla latte lover
    • Aspiring kick-boxer
    • Hot yoga enthusiast
    • Chef in the making
    • Versace muse
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    Design Planner

    James Scott

    Consumer research and design trends

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    Design Planner

    James Scott

    Consumer research and design trends

    James holds a 1st Class Honours degree in ‘Design for Industry’ from Northumbria University, where he developed his skills as a confident designer and researcher. After winning a Design Innovation in Plastics award, he interned at several respected design companies including SeymourPowell. James is fascinated by new technologies and their implications for the wider world, and brings this knowledge and passion to the team at Plan.

    Insider information:

    • Techno optimist
    • Too Tall
    • Spice Collector
    • Clay Shooter
    • Passionate about playlists
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    Senior Consultant

    Suzy Hogg

    Specialises in design strategy for digital products and services, design management and design research

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    Senior Consultant

    Suzy Hogg

    Specialises in design strategy for digital products and services, design management and design research

    Suzy brings a wealth of experience of creative leadership in digital products and services. An evangelist for the customer, audience or visitor inside enterprise-size environments. She has a long track record of contributing to organisational transformations and developing design strategies for digital experiences. Her career began in print after studying visual communication, then moved into digital design from the mid 90’s, the backbone of her career formed at the BBC Future Media & Technology. Over the last 5 years she has achieved a Masters with distinction in Design Strategy and Innovation from Brunel University, consulted for clients including: The Guardian, BBC, The National Lottery and Pearson, and held an in-house role as Head of Creative, for Digital at the British Museum.

    Insider information:

    • Sworn cyclist
    • Spanish fancier
    • Resting trapeze artist
    • Eternal optimist
    • Cheese fiend
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    Associate Director

    Dom Fried-Booth

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    Associate Director

    Dom Fried-Booth

    Working at the intersection of technology, marketing and design, Dom’s journey through mobile technology has seen him cover everything from interviewing mobile users in rural Pakistan to heading up Product Management teams in Silicon Valley. With more than a decade working in mobile technology, both client side and consultancy side, Dom’s specialises in bringing the consumer to the heart of the product creation process.

    From 2004 to 2009, he worked in NOKIA’s Mobile Phones divisions, working first on hardware and services for emerging markets before becoming the category manager for NOKIA’s mid-tier devices. He subsequently worked in Paris for a social-cultural trends agency, on customer satisfaction work for Telefonica before moving to California, where he worked as Head of Product Management for NOOK on the future of digital reading.

    He returned to the UK in March 2015, from where he’s been helping firms in California map a path through the emerging world of wearables, and with clients in Europe on design-thinking and organisational change.

    Insider information:

    • Closet country fan
    • Iceland freak
    • Killer whale admirer
    • Experimental brewer
    • Travel obsessed
    Read Doms news and views ›
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    Consultant

    Reef Urfali

    Consumer research and experience strategy

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    Consultant

    Reef Urfali

    Consumer research and experience strategy

    Reef joined Plan after graduating from Central Saint Martins with a Masters Degree in Industrial Design, where her final project, Trango (a fintech service about financial inclusion), earned her distinction marks. She also brings a strong background in mechanical engineering, having gained her first degree in that subject at the American University of Beirut. Her commercial experience includes positions with an oil extraction supplier in Milan and in the oil and gas industry in the UAE. Reef’s detailed approach to design research and her analytical engineer’s mind give her the tools to question strategies and make her a valuable addition to any project team.

    Insider information:

    • Annoyingly inquisitive
    • Avid Techie
    • Le Cordon Bleu graduate
    • Karaoke diva
    • Health and wellbeing aficionado

     

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    Senior Consultant

    Owen Glynn

    Design and innovation management specialist

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    Senior Consultant

    Owen Glynn

    Design and innovation management specialist

    Owen is a consultant specialising in design and innovation management. After graduating from Brunel University with a BSc in Industrial Design, he worked in Shanghai. He joined Plan in 2007 with a focus on product experience strategy. He has led projects aiming to embed design strategies in multinational organisations and has worked with global brands in FMCG, mobile communications and automotive industries.

    Insider information:

    • Liverpool FC
    • The Orient
    • Closet knitter
    • Shorts in summer
    • OG a.k.a original gangster
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    Design Planner

    Amy Huckfield

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    Design Planner

    Amy Huckfield

    Amy is design planner with a focus on design research and trends.

    Her passion lies in unpicking ambiguity and understanding tensions through a balance of foresight, consumer research and market analysis to identify opportunities and inspire creative, brand relevant solutions.

    While at Plan and previously at Seymour Powell  she has worked on a wide breadth of projects for clients including: PepsiCo, Mars, Cadburys, Fujitsu, Microsoft and Hitachi, helping to create long term innovation platforms that map towards making those visions a tangible reality.

    Her background in design seeded from a love of Tupperware which evolved into a 1st Class degree in Industrial Design from Brunel.

    Insider information: 

    • Ceramic curator
    • Flamingo fanatic
    • Experimental foodie
    • Avid people watcher
    • HIIT convert

Plan life

  • Airy office in the heart of Clerkenwell

  • Never short of an opinion or three

  • Plenty of quality headphone time

  • Pitch into the battle of the DJs

  • Mad for maps, models and MECE frameworks

  • Tea, coffee, chocolate and nut fueled

  • Well crafted words, photography and graphics

  • Look mum no hands

  • 'Working with plan is like travelling in a new country with a trustworthy guide. They helped us start with knowledge and finish the strategy with confidence. Timeliness and responsiveness is extra benefit besides their quality of outcome.'

    Senior Designer,
    Health and Medical Equipment Business

  • 'What sets Plan apart is a distinctive blend of intellectual rigour; a sharp commercial mindset; an insightful, strategic viewpoint; clear, accessible communication – and sheer common sense.'

    Director,
    Personal Systems Group

  • ‘I’ve never worked with people who spend as much time and care crafting the right question as they do curating beautiful answers. Working with Plan is a liberating and inspiring experience.'

    Director,
    Personal Systems Group

How to get in touch

Address

3rd Floor,
32 Great Sutton Street
London EC1V 0NB
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