This blog looks into opportunities for innovation in the financial sector through a strategic design lens.

Illustration by Fiona Doran

The financial sector is going through a radical transformation. Fintech is disrupting the way people bank with innovative value propositions and new business models leveraging emerging technologies to simplify processes and interactions.

These developments are driven to a large extent by the mindset shift in the industry towards customer-centricity. What new fintech players are doing really well is looking at the things people need to do in their lives and providing easy, convenient ways to do them. In contrast, what big established banks have been doing really well is creating banking products and marketing them to people.

But people don’t…


For a first year the Warwick Behavioural Insights Team hosted an event bringing together academia, industry, and students at Warwick Business School to discuss the frontiers of behavioural science and its practical application across sectors. Here’s a summary of what happened and my highlights of the day.

The Behavioural Science Summit was organised entirely by the student group Warwick Behavioural Insights Team (WBIT) which was set up in 2017 with the purpose of applying the theory of behavioural economics into action. The selection of speakers included a mix of academics and professionals working across public and private sectors.

Advances in Behavioural Science

The day…


The story of a Behavioural Design Workshop at Hyper Island

Behavioural Design is all about creating the right environment for people to make a decision or take action towards their goals. It can be applied to encourage a desired behaviour, to stop unwanted behaviours as well as to form habitual routines.

Behavioural design is often referred to the concept of nudging, which “proposes positive reinforcement and indirect suggestions as ways to influence the behaviour and decision making of groups or individuals” (thanks Wikipedia). The term was coined by Richard Thaler who built on the “fast and slow thinking” theories of Nobel laureate Daniel Kahneman, and introduced nudging to public policy…


A journey towards common good… one loop at a time.

Recently at Common Good we’ve been thinking more in-depth about what doing good means to us. It’s an ongoing discussion within the team opening new perspectives about how we approach new partners and what challenges we choose to tackle. I wanted to share some of our thoughts on what the future could be.

One common conflict we’ve identified is that even some good companies we want to partner with have some bad practices. The problem is that even best intentioned businesses are rooted in an inherently flawed system.

As Kate Raworth eloquently points out in her TED Talk on Doughnut…


Design Manchester is the annual festival giving voice to the diverse community of designers across the region. For it’s fifth year this lovely city is energised by over 50 events, exhibitions and talks bringing together both established and emerging creative professionals. It’s a vibrant mix of sharing, learning, inspiration and debate that our strategic design team at Common Good enjoy being a part of!


Image by Jakob Owens

As a behavioural designer and user researcher, I get to work on diverse design briefs ranging from UX & service design to helping businesses become more customer-centric. From my experience, I found that different types of projects require different kinds of “persona” tools depending on how and by who are they going to be used. This post focuses on designing behavioural archetypes for customer-centricity strategy.

Why use behavioural archetypes?

In a customer-centricity project, the output is a strategy to show the way forward and the customer experience design is informing how to get there. …


This article is part of a research study publication on Experience Design for PTSD. This section reflects on the role of design within the domains of mental health care and PTSD. Recommendations for further research and design work are suggested.

Image: Mike Wilson

The first chapter of the study presented the case for the inefficient and ineffective service of the current mental health care system. A major identified issue is the overemphasis on illness and diagnosis. The expertise of the medical field is using scientific method to investigate mental conditions and the output of this effort is a standardised treatment. …


This article is part of a research study publication on Experience Design for PTSD. This section presents the output of the human-centred design research specified as twelve experience design guidelines in four categories: Preparation, Activation, Intervention, and Nurturing.

Image: Tomas Sobek

The following design guidelines provide recommendations on experience design requirements for digital products serving adults who have been exposed to a singular traumatic event. Complex and cumulative PTSD are not included in the scope. The focus is on trauma recovery needs and not on the type of event that caused it. The intended purpose of the guidelines is that product designers have…


This article is part of a research study publication on Experience Design for PTSD. This section presents the methodology adopted in the primary research exploration of the PTSD condition and discusses the methods and tools used.

Image: Ruslan Gamazaliev

The study followed the human-centred design (HCD) process. HCD is considered suitable approach to address the research question as it is primarily concerned with human needs as guiding factors for technology development. Gill (1989) defines human-centricity as “a new technological tradition which places human need, skill, creativity, and potentiality at the centre of the activities of technological systems”. HCD offers an alternative approach to…


This article is part of a research study publication on Experience Design for PTSD. This section provides a definition, diagnostic criteria, background information on trauma and its neurological reactions in the body as well as common treatment approaches for PTSD.

Image: Edu Lauton

What is PTSD?

Post-traumatic stress disorder (PTSD) is defined as a condition that can develop after a person is exposed to a traumatic event or a life-threatening situation. The most widely used diagnostic manual is the current 5th edition of the ‘Diagnostic and Statistical Manual of Mental Disorders’ (DSM-5) which offers an extensive list of events that can potentially cause PTSD. Among them…

Radina Doneva

I do UX research and write on related topics

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