Cheryl Cheung

Part of the Digital and Customer Service Team within the Finance and Legal Directorate, supporting cross-council service transformation:

• Lead multidisciplinary project teams to drive strategic service transformations across key directorates, including Adult’s and Children’s Social Care, Housing Repair, and Finance.
• Facilitate scoping of strategic change programmes, focus on supporting leaderships to define each workstreams and align work with the established organisational strategic priorities.
• Lead end-to-end service project, includes discovery and design of new service and operating models, co-design organisation structure and processes using systems thinking and evidence-based research, development of evaluation frameworks and measures to monitor the impact and value of service design.

Projects includes:

• Social Housing Damp & Mould Repair Service Design – Led a multidisciplinary team from discovery to design, streamlining reporting, triaging, and case resolution. The new model improved response times and accountability and is being nominated for an award for best responses to Awaab’s Law.
• AI Transcription Pilot (Children’s & Adult Social Care) – Led service implementation, co-designed the AI agent, and developed an evaluation framework to monitor impact. The initiative is projected to reduce social workers’ administrative tasks by 50%, enhancing efficiency and strengthening resident relationships.
• Mental Health Service Ecosystem Discovery – Partnered with senior leadership to future-proof commissioning across NHS, VCSE, and local government. Conducted ecosystem mapping and facilitated workshops to identify insights and inform long-term strategy.

A Service Design studio. At Snook, I work with public bodies and NGOs to deliver strategic and tactical service research and design that tackle complex challenges in client’s organisations. Responsibilities include:

• Design ethnographic and qualitative stakeholder & user research and synthesise data into actionable insights and design artefacts
• Plan and deliver design workshops and activities to generate design hypotheses and recommendations and build clients’ design capability
• Cultivate and facilitate internal learnings culture for behaviour science research and design practice to expand problem frames and improve research rigour

Project include:

• Service Design for Scout: Taking asset-based approach to co-define, co-design and co-produce Scouting for BAME population
• Service Design for Optivo Housing: Reimagining and designing repair service for residents, surveyors, repair operatives and front-line staff
• Strategy and proposition design for regional retrofit programme: Introducing system thinking, hypothesis-driven design and co-creation as methodologies to implement the programme
• Coached a national health charity through designing proposition and delivery strategy on volunteering grant programme for marginalised communities: Introducing design thinking, design principles, and mapping tools as toolkit to implement the programme with local grassroots organisations
• Launched a paid course on behaviour change design to equip practitioners with expand toolkits to reframe challenges and drive more effective interventions.

A non-profit organisation for Lung diseases. I work with cross-disciplinary teams and directorates to develop new services and products, support the building of knowledge base and insight infrastructure. Responsibilities include:

• Lead qualitative user research for multiple product development workstreams and synthesise data into actionable insights or hypotheses
• Facilitate and shape cross-disciplinary design strategy and requirements for new services (e.g. long COVID, severe asthma)
• Collaborate with behavioural scientists and data scientists to distil complex insight into simple forms, e.g. design artefacts (behavioural archetypes, personas), insight dashboards, etc.
• Use a variety of maps and data visualisation methods to distil complexity and tell user stories
• Advise and support academics in publishing research papers using AUK-BLF quantitative and qualitative data collection and research insights

Worked within service directorate to shape multiple digital service journey. Responsibilities include:

• Facilitate initiatives to establish shared digital care action journey with NHS health advice through
  building consistent and recognisable design system
• Co-create design patterns with health advice specialist and train them to use design components

Worked within the digital health directorate in user insight and design team to facilitate the design of WhatsApp service journey. Responsibilities include:

• Define and plan the service research strategy, conducting qualitative and quantitative studies with end users and frontline respiratory nurse team
• Develop and co-create user-centric service intelligence reporting, workflow process and service manual and policy with frontline respiratory nurse team

Worked with Dr Holly Collison and Dr Ksenija Kuzmina to uncover insights into women activity level surrounding workplace context for intervention development.

A healthcare startup. I worked within a multidisciplinary team of designer, engineer and healthcare experts, to deliver health-tech design research and development. I shaped and design UX product for clinical studies. Responsibilities include:

• Create and use prototypes to explore and validate solutions with users
• Map and analyse evidence-based journeys and systems to facilitate requirement gathering to
  integrate products into electronic health records system and existing patient journey

An innovative lifestyle product subscription service. Working with the founder, I led the brand and product identity creation, oversee the pilot production to ensure the physical products deliver the promised customer experience and standards required by regulations.

A corporate sustainability communication consultancy. At Given, I work with sustainability analyst and consultants to organise and communicate CSR strategies, programmes and reporting for FMCGs company and NGOs, such as Pepsico UK, Twinnings, Anglian Water, British Gas, Virgin Media, TUI Group and so on.

• Develop public facing commercial communication of sustainability information, Using strategic online and offline design format, such as sustainability branding for products, social media and digital format.
• Data visualisation of sustainability reporting, such as materiality matrix, SDGs progress goals, etc.
• Prepare research stimulus for co-creation workshops, facilitate co-creation and communicate co-creation findings.
• Research and develop UX design thinking tools that apply in sustainability co-creation.
• Supervise design intern - help them to familiarise work environment, develop work plan and guide
  them on technical visualisation skills

A Human Centred Design (HCD) research-focused Master degree that take on industry design research and development projects. I work with multidisciplinary cohort of engineers, business analyst for NHS Digital to research and develop business/ service proposal for elderly patient education and engagement.
Module include:

• Design thinking: Develop business concepts with HCD process
• Design innovation project: Build Social Innovation case with service design analysis and tools
• Innovation strategy: Management strategy for different R&D process
• Intellectual property: Strategic analysis and defence case