RXP Group has launched a human centered design (HCD) practice in Sydney within The Works as it recognises the growing demand for products, services and experiences that address the core needs of the customer.
HCD is an approach to problem solving that involves the human perspective in all steps of the process.
Former EY director of innovation Kerryn Ross has been appointed to lead the new practice.
Ross has held senior brand marketing roles at Gillette, Lion Nathan and Tourism Western Australia.
For more than eight years she worked as design thinking lead at WPP-owned Phuel and most recently was director of innovation Oceania at EY, consulting on CX and innovation.
“Many organisations and brands have clearly defined brand expressions but are being let down when it comes to the experience enjoyed by their customers and employees," Ross says.
"Human Centered Design drills down to solve the problems being faced by consumers and designs solutions that address them. The Works’ reputation in brand, digital and CX, combined with our new HCD practice, means we have a unique offering.”
Ross will work alongside RXP chief design officer, Lee Tucknott.
In addition, Mike Jones has been promoted to CX lead at The Works to boost the team capabilities.
The launch complements RXP’s existing HCD practice in Melbourne and Canberra which work with Australian brands and government agencies.
“We’ve had great success with our HCD practice in Melbourne and we’re now accelerating the build out of these capabilities in Sydney at a time when many organisations are positioning around delivering products, services and experiences that are built from the ground up by those they are designed for in the first place, the end consumer," RXP group CEO Ross Fielding says.
The launch of an HCD practice in Sydney follows RXP formally opening The Works in Melbourne, led by former Big Red CEO Bridget Cleary.
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