It all begins with an idea.

In the second year of my studies here at the UAL, while researching a case study of a B2B digital solution, I noticed the disparity between SMEs that are based in creative hubs like London and businesses situated in less developed areas or industries. Through my research, I have found that whereas these creative hubs allowed for design-driven innovation and provided comprehensive support, the access to design practice seemed to be almost nonexistent if a company is not directly located in one.

With that initial discovery, I have started to research the way design thinking is currently being used outside of design-centric industries and focused on its implementation in the traditional corporate settings. While working on that self-initiated research, I have taken the insight onboard into my placement year and ultimately, the final year of my degree.