Tom Wood


I’m one of the two founders of Foolproof. Within projects I usually take a role both in planning our approach and in the generative phases of design. I’m also active in gathering client and customer needs into the design space. My particular talent is helping senior stakeholders see and understand the customer’s world in richer detail, and helping them work out how to respond. 

I do a lot of my work in front of a whiteboard convening conversations that help us translate insight into early ideas and concepts. Outside of project work I lead several client relationships, making sure that we create value and overseeing the quality of our thinking. I also have an active role in training and mentoring Foolproof’s people. 

My professional expertise includes experience planning, conceptual design and user journey mapping. I also have a wide knowledge of tools and techniques for gathering data and research insight into design projects. All of which I honed during a decade of contribution to major digital transformation programmes, and by working alongside advisory and tech consultancies like McKinsey and IBM.

I have particular expertise in the financial services sector. I’ve worked closely with many of the world’s biggest retail banking brands, and also with smaller players looking to disrupt traditional parts of the banking value chain. I’m particularly interested in how payments are developing, and the role that mobile services will play at the centre of customer relationships. More of my work is now looking at the intersection between the physical and digital worlds especially the interplay between digital services and retail environments.

I’m active in the design community in the UK and internationally. I’m a regular writer and speaker on topics related to design – in particular how companies organise themselves around design thinking and doing. I have an extensive network of design thinkers and leaders around the world which is both a personal pleasure and a business asset. I sit on the Digital Advisory Board for Thomas Cook. I also founded and help to run a creative digital meet-up group in my hometown.

Before Foolproof I was at Head of Advertising at Virgin Money where I helped launch their credit card. And before that, my first career was in direct response marketing at various agencies including Ogilvy & Mather.

In my spare time I’m interested in classical art, soccer and butchery. Analyse that.

Skills and areas of expertise:

  • Experience planning
  • Mapping the customer’s world and journeys
  • Visioning future experience and outcomes
  • Stakeholder engagement
  • User research & insight
Tom Wood being interviewed
Tom Wood, Partner
"More of my work is now looking at the intersection between the physical and digital worlds"

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