About Craig Parry
I'm a service designer with a passion for creating meaningful, lasting experiences - whether in the workplace, on the football pitch or in everyday life.
My journey into service design has been via a varied background within business change functions. Over the years I have worked, and led teams in process design, business analysis and lean six sigma - whilst each discipline is different, they have all taught me the value of understanding the people using the service, and have given me the ability to choose the right approach to solving any problem.
It was through this journey that I discovered service design 5 years ago - a discipline that felt like the perfect blend of everything I am passionate about, people, systems thinking, creativity and impact.
Since then I've worked on a diverse range of projects, from large and complex to more focussed UI initiatives.
At the heart of my approach is a strong belief in empathy, curiosity and collaboration. I'm fascinated by the psychology behind how people think, feel and behave and I use that when designing services.
My Latest Design Projects
I’ve got experience in all types of design, from large, complex and scary, to smaller UI focussed initiatives. Most recently I have been working on strategy design projects, 2 of which can be seen below. Check out my full portfolio for other types of work I’ve done.
Refer-A-Friend Strategy
I led the end to end design of a new refer-a-friend strategy aligning the business goals, with a compelling, user-centred experience.
Starting with insight gathering and customer research I identified 4 behavioural mindsets and explored the psychology behind referrals, before designing a solution that balanced simplicity, transparency and rewards for both the referer and the referee.
The strategy was supported by clear communications and seamless digital touchpoints
Point of Market Entry
In this strategic project, I explored the point of market entry to uncover opportunities to attract and retain the next generation of customers. Using a mix of customer research, competitor analysis and proposition testing, I identified key behavioural and emotional triggers at the point that users are looking for a supplier for the first time. I collaborated across product, marketing and commercial teams to create market-leading propositions that responded directly to customer needs and circumstances.
Design and Football, together
Alongside my work as a service designer, I'm also a dedicated football coach and in charge of Youth development for Moorside Rangers, a grassroots football club, where I've had the privilege of shaping not just how young people play, but how they grow, connect and thrive through football.
My involvement in the club isn't just about coaching, it's about creating experiences that support long term development, belonging and positive impact. I've brought my service design mindset into every aspect of the role - reimagining how players, parents and coaches interact with the club, creating clearer pathways for player progression and embedding values that support growth and team culture.