Laurence Pratt
Product Design • Service Design • User Research • Human-Centred AI
For over 15 years I've worked end-to-end, from early discovery through to shipped product, across four connected disciplines: Product Design, Service Design, User Research and Human-Centred AI. The common thread is evidence: understanding what people actually need, then using that to improve both the experience customers get and the systems a business runs on.
Designing and building digital products end-to-end, from booking engines to full design systems, shaping interfaces that convert for customers while giving teams something fast and consistent to build from.
Mapping and redesigning how a service actually works across every touchpoint, so the experience holds together both for the people using it and the teams delivering it.
Planning and leading research that uncovers what customers actually need, then translating findings directly into product and interface decisions, evidence that shapes a better experience and where a business spends its time and budget.
Applying AI to cut friction for customers and cut manual, repetitive work for the teams behind the scenes, using it to support decisions rather than replace judgement.
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I've spent 15 years moving deliberately between product design, research, service design and coaching, not because I couldn't pick a lane, but because the best insight usually sits between disciplines.
My career started in digital product design, then pulled me into UX research, service design and coaching, each discipline adding something the last one was missing.
That range isn’t scattered, it’s how I work. I’m a systems thinker by nature and a translator by trade: I connect disciplines other people keep separate, and turn what one team knows into something another team can use.
Across hospitality, aviation, healthcare and coaching, alongside training as a certified ADHD coach, the focus has stayed the same: understand what’s really happening for people, then act on it. Today that sits at the intersection of service design, research and human-centred AI.
