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

  • Kevin-2 read more

    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

    Design research and strategy

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    Design Planner

    Lydia O’Neill

    Design research and strategy

    Lydia is driven by a desire to get beneath the surface of a complex issue through different perspectives, in order to gain a deeper understanding to why people behave as they do. She is fascinated by cultural nuances and has lead contextual consumer research in the US and UK. A continued area of interest is how people and social etiquette are adapting to constant connectivity.

    Lydia has consulted for; Ford, Microsoft, Virgin, British Gas, Samsung, BBC, Carl Zeiss, Unilever, Mars and Coke. Her breadth of experience across different sectors has given her a robust, multi-faceted view of consumer trends.

    Lydia graduated with a first class honours from the Design for Industry course at the Northumbria University in 2014. During the course she interned at Dezeen and Insider-Trends, as a trend researcher.

    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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    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 specialises in 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, whilst her background in graphic design enables her to communicate those in an engaging manner.

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

    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.

     

    Insider information:

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

    Abby Lockwood

    Design management and Front–end innovation specialist

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    Consultant

    Abby Lockwood

    Design management and Front–end innovation specialist

    Abby is driven by the growing relationship between design and business; in particular how design thinking approaches and methodologies can be applied to transform businesses and encourage cross-functional innovation.

    She specialises in design management, innovation education training and course design, as well as, workshop design and facilitation.

    She supports Plans’ FMCG team with Front-end innovation projects, including; scoping and framing challenges, market and consumer research, and opportunity identification through critical analysis and sensemaking. She has consulted for Virgin, Mars and Wrigley’s and writes features for Perspective Magazine.

    Abby holds a 1st Class Honours degree in Design for industry from Northumbria University where her final project involved designing and delivering a Retail Training programme.

    Insider information:

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

    James Scott

    A design strategist and trends analyst focusing on emerging tech, service design and the smart home.

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    Design Planner

    James Scott

    A design strategist and trends analyst focusing on emerging tech, service design and the smart home.

    James is fascinated by new technologies and their implications for the wider world, and brings this knowledge and passion to the team at Plan.

    He has worked for a range of clients including Samsung, Deutsche Telekom, Ford, Coca-Cola and BBC. As well as designing new concepts,  He also tracks and writes on notable developments in technology trends, especially his passion in VR

    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 went on to intern at several respected design companies including SeymourPowell.

     

    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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    Consultant

    Reef Urfali

    Design research and user experience

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    Consultant

    Reef Urfali

    Design research and user experience

    Reef is an avid techie who brings a strong background in mechanical engineering, coupled with 6 years in the world of product design. Her detailed approach to design research combined with her analytical engineer’s mind gives her the tools to question strategies and manage complex projects.

    She has worked with Ford, Samsung, Mars and BBC on design research and strategy projects. She has used a variety of research methods to help uncover customer needs and pain points, test prototypes and gain quantitative findings by designing and analysing surveys.

    Reef holds an Engineering degree from the American University of Beirut and a Masters degree in Industrial Design from Central Saint Martins in London.

    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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    Head of Design Research

    Nazima Kadir

    A global insights expert, specializing in translating ethnography and semiotics insights into actionable design recommendations.

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    Head of Design Research

    Nazima Kadir

    A global insights expert, specializing in translating ethnography and semiotics insights into actionable design recommendations.

    Nazima is an urban anthropologist with a PhD in Anthropology from Yale, with particular expertise in mining the meaning behind taste and habits. She has worked for a wide range of global design and innovation agencies including Native Design, Human Innovation, and scenarioDNA. Her work covers a breadth of sectors: FMCG, Consumer Electronics, Medical Devices, Healthcare, Pharmaceuticals, Automotive, Telecommunications, Financial Services, and Hotels/Hospitality. Clients include Pepsi, LG, P&G,Johnson and Johnson, Marriott, and IHG. 

    Her book, ‘The Autonomous Life? Paradoxes of Hierarchy and Authority in the Squatters Movement in Amsterdam,’ was shortlisted for the BSA/BBC Radio 4 Ethnography Award 2017. Nazima is a thought leader in the field of anthropology in design and innovation. She has taught Design Research Methods at the London Design Festival, regularly speaks on topics ranging from anthropological methods to her book, and has a popular blog.She’s lived and worked all over the world, including the U.S, Latin America, the Middle East, South Asia, and Northwest Europe. She is fluent in English and Spanish and can chat in Dutch.

    Insider information:

    • Aspirational clean eater
    • Can speak an alcohol induced Queens English (Queens, NY)
    • Avid London theatre goer
    • Exceptionally curly hair
    • Obsessed with her commute
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    Consultant

    Amy Huckfield

    Design research and strategy

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    Consultant

    Amy Huckfield

    Design research and strategy

    Her passion and strength lies in unpicking ambiguity and understanding the tensions of a challenge through a balance of foresight, contextual consumer research and market analysis to identify insights that refresh thinking and inspire creative, brand relevant opportunities and propositions.

    While at Plan and previously Seymour Powell she has worked for a wide range of clients including: PepsiCo, Mars, Cadburys, Samsung, Fujitsu, Microsoft and Hitachi. From this she has gained a breadth of experience across different sectors working with clients to define their ambition for the future, and 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 first 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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