Lucy West
Principal Design Consultant, Product & Service Design
Clear direction. Thoughtful design. From strategy to delivery.
I help organisations turn complex challenges into clear product direction and well-designed digital experiences.
Through Future Present, I work with teams on embedded contracts and consulting projects, bringing together research, service design and hands-on product design. I help align decision-makers, work through the detail and stay close to delivery.
Based in Sydney. Available for Lead / Principal design contracts, consulting projects and interim design leadership.
Explore my work
Where I can help
Find the right direction
Make sense of an ambiguous brief, understand what people need and decide where to focus. I connect customer evidence with business priorities to shape product direction, investment decisions and practical roadmaps.
Design the whole experience
Connect what happens on screen with the services, systems and people behind it. I work from journeys and service blueprints through to detailed interfaces, prototypes and implementation.
Make thoughtful use of AI
Identify where AI can be useful and design how people interact with it. That includes conversation flows, human handoffs, transparency and control, alongside practical ways to use AI in design work.
Strengthen the team
Provide experienced leadership, coach designers and improve how work moves from research into delivery. I help teams establish clear priorities, constructive feedback and shared ownership.
Safer.design
Making responsible AI part of everyday design.
My independent practice exploring how human needs, ethics and safety can inform the products we build and the decisions behind them.
