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

    Close

    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 ›
  • Tim_MR_square4 read more

    Director

    Tim Perry

    Strategy, Innovation and Design leader, with over 20 years experience

    Close

    Director

    Tim Perry

    An accomplished strategy, innovation and design leader with over 20 years of industry experience

    Tim worked at a number of advertising and design agencies prior to joining Webb deVlam. The following year he helped establish a new US office, before returning to the UK to lead the London studio’s design team.

    He then joined Nokia, where he was responsible for Design Strategy and Portfolio Management, before returning to Webb deVlam as Managing Partner. Following a period of rapid growth, he oversaw the successful sale of the agency.

    In addition to Tim’s specialities in strategy, brand architecture and portfolio management, he enjoys building and leading creative teams to meet the varied needs of a global clientele.

    Tim studied Industrial Design at Coventry University, has been a Visiting Lecturer and a D&AD and Creativepool Awards judge. He has lived and worked in the UK, Netherlands and United States.

    Insider information:

    • Morning coffee, afternoon tea
    • Lego builder
    • Cyclist (MAMIL)
    • Simplicity lover
    • Left hander
  • Irina_square_glass read more

    Associate Director

    Irina Massmann

    Specialises in research and strategy for service innovation

    Close

    Associate Director

    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
    Read Irinas news and views ›
  • Abby2017_400x400 read more

    Consultant

    Abby Lockwood

    Design management and Front–end innovation specialist

    Close

    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
    Read Abbys news and views ›
  • Elizabeth-2 read more

    Client Services Manager

    Elizabeth McDonald

    A keen eye for quality client experience

    Close

    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
  • Deepa read more

    Operations Manager

    Deepa Nayar

    Our operations and finance expert

    Close

    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
  • Josh_square read more

    Consultant

    Josh Allsopp

    FMCG Front-end innovation and design strategy

    Close

    Consultant

    Josh Allsopp

    FMCG Front-end innovation and design strategy

    Josh is passionate about buyer behaviour and finds the innovation complexities of everyday products to be both fascinating and diverse. He specialises in consumer packaged goods supporting Plan’s FMCG team with Front-end innovation and design strategy, as well as, workshop design and facilitation. 

    He has consulted for leading global brands owned by Mars, Wrigley, Coca-Cola, Pentland and Unilever and regularly writes about hot topic surrounding their industries.

    Josh holds a first class BA (Hons) in Design for Industry from Northumbria University where he interned at Mars Wrigley Confectionery, uncovering his passion for 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 ›
  • Vanessa2017_1080x1080 read more

    Senior Consultant

    Vanessa Mayneris

    Product and innovation management expert

    Close

    Senior Consultant

    Vanessa Mayneris

    Product and innovation management expert

    Vanessa is a product and innovation management expert with consulting and client-side experience spanning the food, Pharma and cosmetics sectors for over 20 years.

    Vanessa’s talents lie in inspiring and leading teams and putting consumer needs at the heart of innovation. She recently leads a European team of Innovation Managers at Abbvie Pharmaceuticals, helping brand teams to co-create with patients innovative solutions beyond the pill. Previously she held progressive innovation and product development roles within Danone Dairy and L’Oréal in London, Paris and Singapore. Having worked alongside and within R&D departments, she loves bringing different expertise together and exploring early on, the product experience.

    As a consultant, Vanessa helped companies like McDonalds, PepsiCo, Unilever, Pfizer in the creation of new ideas through strategic and creative thinking, insight identification and product prototyping.

    A tri-lingual English, French and Italian speaker with an MBA from the HEC Business School in Paris 

    Insider information

    • Enthusiast Food Innovation Blogger
    • Strawberry Yoghurt Guru (tasted 60 yoghurts across 3 continents!)
    • (semi) Marathon runner
    • Well-being & Stress Management  Practitioner
    • Survived raising twins
    Read Vanessas news and views ›
  • Mauro2018_400x400 read more

    Senior Consultant

    Mauro D’Alessandro

    A design strategist with a deep expertise in human-centred design methods

    Close

    Senior Consultant

    Mauro D’Alessandro

    A design strategist with a deep expertise in human-centred design methods

    Mauro is a Design Strategist with a deep expertise in Human-centred design methods. His practice is founded on identifying user behaviours and motivations through research, before defining the ‘why’ of a product or service, through actionable design outputs.

    His career has spanned roles in User Research, Experience Design and Design Strategy for a wide variety of sectors and industries. This experience has taught him to approach projects by moving continuously between the holistic proposition and the design detail, bridging the gap between strategic briefs and creative activities. He has worked in Academia, large organisations like Nokia and Here, and in consultancies like AKQA Italy and SapientRazorfish UK.

    Since joining Plan, he has worked on complex service design projects for Ford.

    Insider information

    • Vinyl over MP3’s
    • Running over gym
    • Parks over Pubs
    • Prototypes over decks
    • Greys over black and whites
  • Amy2017_400x400 read more

    Consultant

    Amy Huckfield

    Design research and strategy

    Close

    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
  • Lisa2017_400x400 read more

    Design Planner

    Lisa Hornsey

    A design strategist focusing on FMCG design management, research and strategy

    Close

    Design Planner

    Lisa Hornsey

    A design strategist focusing in FMCG design management, research and strategy

    Lisa is fascinated by ambiguity, striving for clarity using a naturally integrative and empathetic approach, providing the team with a holistic point of view.

    Prior to joining Plan, Lisa’s consulting experience was centralised in the pharmaceutical industry, designing innovative products, services and experiences for clients including: ConvaTec, UCB and Novartis.

    She is a graduate of Northumbria University and holds a first class BA (Hons) in Design for Industry. During her course, Lisa won the RSA Student Design Awards two years in a row, winning prizes from Unilever and Springetts Brand Design Consultants, where she worked with both local and internationally renowned FMCG brands, strategically developing consumer packaging and user experience.

     

    Insider information:

    • Weightlifter 
    • Detail freak
    • Proud snake owner
    • Experimental vegan 
    • Plan’s own Marie Kondo
  • James_PRG_400x400 read more

    Consultant

    James Scott

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

    Close

    Consultant

    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
    Read Jamess news and views ›
  • Ines2018_1080x1080 read more

    Design Planner

    Inês Simões

    A design researcher and strategist, focusing on the food and beverage sector

    Close

    Design Planner

    Inês Simões

    A design researcher and strategist, focusing on the food and beverage sector

    Ines is passionate about everything to do with the consumer – their behaviours, needs and mindsets and balances her time with market research and forecasting, in order to inform innovations that can break new ground for our clients and their customers. 

    Before joining Plan, Ines spent time at Path, supporting the strategy team in design research, trend forecasting and brand strategy for a range of FMCG clients, such as Ferrero Rocher, Oppo, Aril and JTI.

    She graduated in Product Design at Central Saint Martins, where her final project investigated how to encourage Millennials to look ahead and save for their retirement.

    Insider information:

    • Member of a Secret Comedy Club
    • Native Portuguese
    • Savile Row brogue aficionado (ask her about Daniel Day – Lewis)
    • Impulsive book buyer
    • Happiest on the beach
  • Ben2018_1080x1080 read more

    Design Planner

    Ben Ackerley

    A design strategist with a focus on FMCG, specialising on food and beverage, front-end innovation, consumer packaging and sustainability

    Close

    Design Planner

    Ben Ackerley

    A design strategist with a focus on FMCG, specialising on food and beverage, front-end innovation, consumer packaging and sustainability

    Ben is motivated by human centred design and insight based design and is passionate about packaging and sustainability.
    He specialises in consumer packaged goods and works within Plan’s FMCG team.

    Before joining Plan Ben worked for Mars Wrigley and has also freelanced at various agencies, Tin Horse and Straight Forward to name a few.

    He achieved a first class BA ( Hons ) in Design for Industry from Northumbria University and was shortlisted for awards with RSA, Pentland and Innovations in Plastic.

    Insider information:

    • Frustrated Explorer
    • Drummer
    • Ed Sheeran look-a-like
    • Vinyl collector
    • Mechanically minded
  • Yoori2018_1080x1080 read more

    Designer

    Yoori Lee

    User experience designer bridging digital and physical experience

    Close

    Designer

    Yoori Lee

    User experience designer bridging digital and physical experience

    Yoori is passionate about designing future experiences by defining, planning and conducting speculative design activities. Her strengths lie in a wide range of conceptual design techniques including Experience,  Industrial, Digital and visual design.

    Yoori graduated with a first class honours degree from the Design for Industry course at the Northumbria University in 2015 and then expanded her speciality into UX and service design while studying in MA Industrial Design at Central Saint Martins. Her final year project used critical design as an approach to address the issue of data security and data ownership.

    Since joining Plan Yoori has worked on a range of clients including Emmi, Ford, Mars, Deutsche Telekom and Carl Zeiss.

    Insider information:

    • Crazy plant lady
    • A celebrated Macaroon baker
    • UX baby unicorn
    • Ninja footsteps
    • Owner of  the comfiest office chair
  • Joel2018_1080x1080 read more

    Design Planner

    Joel Hayes

    User experience and service design strategy

    Close

    Design Planner

    Joel Hayes

    User experience and service design strategy

    Joel has a keen interest in how businesses can utilise design to create the best experiences for those interacting with their products and services.

    His ability to holistically consider all the elements that form services enables him to envision opportunity. Since joining Plan, Joel has worked for a range of clients including Samsung, Zeiss and Ford. An eye for detail and experience in graphic design & marketing permits him to communicate in a captivating manner.

    Studying Design for Industry BA (Hons) at Northumbria University enabled Joel to develop his skills as a designer, building on his interests in technology and mobility which resulted in him acquiring various awards such as being a finalist of the Autocar-Courland Next Generation Award.

    Insider information:

    • Scottish, minus the accent
    • In-house photographer
    • Pinterest aficionado
    • Fashionista
    • Scandi drama fanatic

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
View on Google maps