The ThoughtFull community is a global network of designers who share a common belief on the role of design in business and the skills needed to deliver experiences that matter.
Geoff is a designer, innovator, brand strategist and founding partner of ThoughtFull with a passion for turning the mediocre into compelling and meaningful experiences. He has led a wide range of initiatives across a variety of industries from tourism, aviation, public transport, banking, food, technology to central government, and led international projects across Asia, Australia, New Zealand and North America. Geoff has received numerous global design awards for his work. Geoff earned a degree in Design Methods from the Institute of Design at the Illinois Institute of Technology and is an Advisory Board Member at NZTE Better By Design.
Tom is a design and innovation strategist and a founding partner with a passion for taming complexity to resolve wicked business problems. His expertise lies in designing and testing new products, services, and customer experiences into commercial realities. Tom’s led initiatives across a wide variety of industries from health, technology, transportation, financial services, office furniture to retail. Tom has led international projects across Africa, Asia, Australia, Europe, Latin and North America. Tom holds bachelors degrees in Marketing and Human Resource Management from the Eli Broad school of Business at Michigan State University and a Masters Degree in Design Methods from the Institute of Design at the Illinois Institute of Technology.
Hudson is a design strategist and partner at Thoughtfull who translates user research into actionable business opportunities. Prior to joining ThoughtFull, Hudson spent 15 years leading research projects across a variety of sectors both in New Zealand and Europe and 10yrs at Air New Zealand as Head of Research and Design, where he was responsible for the design and development of a wide range of brand, design and innovation experiences. During Hudson’s time, Air New Zealand was awarded Airline of Year and won numerous design, service and research awards. Hudson has lead projects across tourism, agriculture, utilities, charities, logistics and education with a focus on customer experience, product and service design.
Laate Olukotun is a ThoughtFull director with a passion for leading creative teams through uncharted territory. He has designed and delivered products, services, and experiences in a range of unique settings – from multi-billion dollar corporations to new startups in new industries. His work has spanned all aspects of the design process, from initial business hypothesis to prototyping and launching new experiences into commercial success. He has worked with a wide array of renowned brands, including Steelcase, the Mayo Clinic, and NextFab. Laate holds a B.A. in Economics from Yale University, and a Masters in Design from the Institute of Design at IIT.
Fiona is an experience designer and researcher. Fiona has spent 10 years specialising in the discovery of rich insights to drive innovation, the design process and ultimately elevate the user experience. By understanding complex user needs Fiona is able to guide teams in the creation of multiple customer experience strategies and concepts. Fiona his Design Lead at ThoughtFull having run research and design teams in a range of private and public sector organisations including Les Mills International, Air NewZealand, IAG and Frucor. Fiona trained in Theatre design at Central St Martins, London and has a Master’s of Design from Auckland University of Technology, specialising in User Centred Design.
Richard is a ThoughtFull design lead with over 18 years of experience in the fields of product, service and interaction strategy and design across both the UK and New Zealand. Applying a creative user-centered approach, Richard works with organisations to undertake ethnographic research, and to translate insights into the design and development of new products, services and experiences. Richard has a design degree from the University of Portsmouth, UK and he has taught design at CCID, Copenhagen and the Interaction Design Institute, Ivrea, Italy
Since starting at Thoughtfull Ruby has worked across a number of different projects, assisting in planning, conducting and analysing design research as well as supporting customer and client design workshops. Ruby’s strengths lie in her ability to identify patterns, extract key learnings, undertake desk research and bring all relevant insights to life within the context of a project. Ruby has a Bachelor of Design Innovation, majoring in Culture and Context from Victoria University, Wellington, New Zealand.
Aaron is a Design Lead with expertise in brand identity and experience design at ThoughtFull. Aaron recently returned to New Zealand after 14 years at leading brand consultancies in London and Europe. In addition to identity design, Aaron’s work has focussed on how to engage audiences through the creation of innovative, immersive customer experiences. Through work for Rolls-Royce and Burberry Aaron has explored the use of technology in retail and event environments, enabling engagement beyond the physical to create memorable, inspirational experiences for visitors. Aaron’s work has been widely published, and recognized with awards from FX, Design Week UK, D&AD and the Designers’ Institute of New Zealand. Aaron has both a Bachelor of Design and Bachelor of Arts from Victoria University. Wellington, New Zealand.
Connor is a ThoughtFull designer who brings a diverse creative background and a rigorous curiosity. Connor excels in dissecting and communicating complex problems, providing a wide range of design support throughout engagements. Prior to ThoughtFull, Connor worked at a startup incubator and acquired a degree in the burgeoning field of design methodology.
Dillon is a systems thinker who is talented at leveraging design to reduce complex problems into simple to understand parts. Dillon has worked on several service design projects based in ethnographic research through to designing digital user experiences. He has also designed workshops, interactions, and group sessions that demonstrate the power of design in the world. With a Bachelor of Fine Arts from Grand Valley State University, Dillon is a curious designer, photographer and artist with a deep knowledge and understanding of how value can be delivered through design.
Fatima is a researcher and systems thinker with a background in public health. With a Bachelor of Arts in Sociology from the University of Michigan, Fatima has always been innately curiosity about the way and the reasons people interact with each other and with the world. Fatima has designed trainings, workshops, and professional meetings that demonstrate the power of the meaningful and intentional collaboration. Her passion lies in using empathy and design to create impactful solutions.
A Design Lead at ThoughtFull, Georgina has built up a breadth and depth of experience over her career. Although Georgina has led projects across nearly every aspect of design there is, it is her belief in human-centred design as a powerful problem solving tool that now defines her approach. With a career split between New York and New Zealand, she has collaborated with many of the world's best known innovation agencies including IDEO, Fahrenheit 212 and more. Spanning an 18 year career in branding and 9 years in design-led innovation, she has created award-winning solutions for a wide range of local and international companies including Air New Zealand, Coca Cola, Nestlé, Samsung, Campbell’s, Victoria’s Secret, Kate Spade, and Frucor. Georgina has a Bachelor in Computer Grapgic Design (Hons) Design from the Wanganui School of Design, New Zealand
Ian is a curious designer and systems thinker who takes a multidisciplinary approach to problem solving. Stitching together his educational & professional background in visual communication, human-centered design, marketing, and video production, Ian strives to be versatile in his ability to deliver carefully considered solutions for a wide range of audiences. He believes that design can make the world a better place, and consistently puts this at the forefront of his thinking.
Kait is a design researcher and strategist who connects clients to their customers, allowing them to respond to unseen opportunities. As a researcher, she translates the lived experiences of users into actionable insights. As a strategist, she helps clients see themselves and the way forward clearly. With a bachelor’s degree in Communications from Grand Valley State University, Kait combines her expertise in the disciplines of visual ethnography and communication design to ensure the experiences and insight gathered during research live beyond the field.
Kate is a Senior Designer at ThoughtFull who has helped companies design services, products and experiences. Her depth of experience in user centred design methods make sure creative strategies deliver value to both the organisation and its users and customers. Kate is proficientin ; conducting ethnographic research, designing workshops, developing building and testing prototypes. Prior to working with ThoughtFull, Kate spent four years as an experience design manager with the internal innovation team within the ASB Bank. Kate has a Bachelor of Design – Visual Communications from Massey University. Wellington, New Zealand
Rob is a strategic, creative and business-savvy designer with over 17 years of experience. He is a hybrid thinker who is passionate about design thinking—from consumer research and synthesis, through ideation and prototyping, to implementing user-centered solutions. Prior to his work with ThoughtFull, Rob was a Creative Director and design strategist at a strategic design consultancy in Grand Rapids, Michigan where he led a number of initiatives focused on brand strategy, culture change, user experiences and business design. Before that he was the brand creative director and product marketing manager at Merrell.
Sara is a strategic designer focused on organising complex information into clear and compelling visual communication. She has collaborated closely with client teams of all sizes to integrate their business requirements into design strategies. Drawing from her diverse background, she solves problems and uncovers opportunities in unique ways. Sara is a design advocate and an active leader in the design community.
Allysa has spent the last 20 years identifying and interpreting human needs and behaviours for a range of organisations and industries. Her experience has spanned government, education, FMCG, media, service and tourism sectors. Having spent much of her career in qualitative research, working in both New Zealand and the UK, Allysa has spent many hours speaking to, observing and spending time alongside people in their everyday lives to better understand how, what and why they behave and how products, services and experiences can be enhanced to meet their undeclared needs. At Thoughtfull, as a Research Lead on projects, Allysa is passionate about leveraging human insights to inform and build successful outcomes for clients. Allysa has a B.A (Hons) majoring in social geography and psychology from Otago University, Auckland, New Zealand
Jarrad has over ten years experience working on diverse design programs, working on projects across the Retail, Healthcare, Education, and Commercial sectors in North America, Asia and Australasia. His skill as a graphic designer, ability to think strategically and implementation focus means Jarrad has developed the ability to think on both macro and micro levels. As a Senior Designer at ThoughtFull, Jarrad has an innate understanding of materials and the intricacies of manufacturing techniques and processes ensuring he can confidently oversee project budgets, deliverables, programmes and resource scheduling throughout the design and delivery process. Jarrad has a Bachelor of Design – Graphic design from Auckland University of Technology, New Zealand
Eric is a doer and creator, relentless in challenging the status quo to develop products and experiences that improve lives. His experience in corporate strategy and entrepreneurship helps him solve complex problems by integrating business and design principles. He is especially curious in the way people interact with the world, and each other, and has a talent in uncovering insights through ethnographic research. Eric holds a bachelor’s degree in Marketing from Michigan State University. His passions include traveling, outdoor adventures, and sports.
Andrea is a Design Manager at ThoughtFull specialising in the management of design programs, brand campaigns, activations and public relations. Prior joining ThoughtFull Andrea spent over a decade as a senior brand and project lead at Air New Zealand, responsible for a wide variety of brand and experience projects both internationally and domestically from aircraft livery design, the creation of its Customer Innovation and Collaboration Centre through to Air New Zealand's 75th Anniversary exhibition and campaign. Passionate about understanding how a business operates internally and externally has meant she has the ability to be strategic in both planning and implementation to achieve business goals. Andrea has a Bachelor in Graphic Design – Visual Communications from UNITEC, Auckland, New Zealand