About us : London

Daniel Letts

Head of Service Usability & Project Lead

“What we provide clients with is the rigorous application of common sense – it’s quite a simple, but very rare commodity.”

I’ve always been obsessed by things making sense, and that means things like services, spaces, products and rules being the way they are for a reason. The trouble is that too often they’re not and too often we accept this.

When people ask me about service design and service usability, it’s not until I ask them if they’re completely happy with the service they receive from their bank, utility company, local authority or telecoms provider that they start to realise how bad many of them are. Although we live in a service economy too little attention is given to how those services are delivered.

I trained as an architect and when a space is designed as opposed to just built, it works much better, is more enjoyable and stands the test of time. Just think of the newly refurbished (and original) St Pancras station compared to the 1960s addition to Kings Cross next door. Services need to be designed to the same level of consideration, and doing so would reduce the breathtaking amount of money that badly designed services cost this country each year.