Philip Morton

Principal Consultant

I help businesses create better products and services by putting customer insight at the heart of the design process. In the last six years, I've worked with the likes of Sony PlayStation, HSBC, Sega, Tesco and TSB. In that time, I've seen our research, design and strategy work improve both the experience for customers and commercial outcomes for clients.

As a portfolio principal consultant, I’m responsible for the quality of insight and delivery across our portfolio. This involves helping clients to shape a brief at the early stages of a project to providing quality assurance once projects are underway and following up to ensure that our work has the desired impact.

I'm an experienced practitioner and have run many big research programmes. I've conducted research in a dozen countries around the world, interviewing gamers in Saudi Arabia, financial controllers on Wall Street, factory workers in Mexico and sales reps in Taiwan. I've used customer insight to come up with creative solutions to design problems, and have seen the impact of these on products and services that millions of people use.

Design intersects with another interest of mine: economics. A combination of working on financial services, and the ever-present turmoil in the markets, has made me curious about how economics affects our lives. It's a subject where a few simple rules combine to create huge complexity, much like experience design.

What I'm most excited about is the nascent field of experience strategy: helping clients create a long-term plan to align every customer touchpoint with their brand and business strategy. Too many projects happen in isolation and too many successes are brought down by a lack of joined-up thinking. Experience strategy is a way of fixing that. It's about understanding where you are today, where you want to get to, creating a plan to achieve that vision and implementing a measurement framework to make sure you're on track.

Outside of work, I’m a keen traveller. I particularly enjoy visiting some of the stranger parts of the world such as Uzbekistan and Turkmenistan – highly recommended if you’re looking for an adventure! I’m also a qualified scuba diver and hope to return to the warm waters of Australia’s Great Barrier Reef in the next few years.