About Lucy West

ABOUT LUCY WEST

Lucy is a multidisciplinary design practitioner and leader with 10+ years of experience in creating impactful designs in complex environments.

Lucy is passionate about leading design initiatives that bring teams together, clarifying goals, and communicating value. She is skilled at navigating ambiguity and aligning diverse stakeholders—from team members to C-suite leaders to clients—and co-designing to shape meaningful strategies and concepts.

Lucy is known for fostering innovation, improving processes, and delivering results that balance customer needs, business goals, and technical realities. She is a storyteller at heart, dedicated to inspiring teams and elevating design quality through leadership and creativity.

Lucy can dive into any organisation or agency environment, project or team at all phases of strategy, research, design and delivery and give it shape, direction, alignment and purpose alongside fantastic outcomes, all with a smile and a friendly ear.

Lucy has an undergraduate degree in Visual Communication from UTS and a master’s degree in Design Futures from RMIT.

My most recent projects include:

  • Leading a design team to redesign an Everyday Rewards loyalty program with 14 million members for WooliesX
  • Leading a design team to develop a design strategy for AdaptNSW for Folk Strategic Design Agency
  • Leading a remote 20 person design team working across 5 product teams for Mable
  • Developing the design strategy for a 0-1 consumer energy product for Telstra (Energy)

Lucy is on the lookout for her next project, team and organisation that could benefit from design in its many facets. She is open to virtual coffees and coffees in real life.

Email Lucy

PURPOSE AREAS

Design

Lucy rethinks design thinking and human-centred design, refining outdated methods and streamlining the process. This ensures your customers, employees, and stakeholders move toward ethical, effective futures, keeping your organisation responsibly thriving.

Ethics

Ethical futures are at significant risk, and we need a new approach that challenges us to think deeper. It’s important to recognise and redefine the everyday discrimination around us. Lucy helps clients identify and avoid ethical risks in their processes, products, and services.

Futures

True innovation occurs when we remove day-to-day obstacles from our thinking. Speculative design reveals possible futures and offers a new perspective. It brightens creative thinking and helps explore potential implications in advance.

Technology

Technology is central to most products and services, bringing new challenges for humanity, design, and the future. Understanding and leveraging key issues, trends, and new technologies is the foundation of Lucy’s work.