Sophie Dennis

Sophie is a strategic design consultant and coach. She helps organisations deliver better services by putting user needs at the heart of their digital strategy.

After 15 years agency side, Sophie now works mainly as an embedded consultant within client organisations. She leads ambitious user research and discovery programmes, defines digital strategies for major public and third-sector organisations, and helps build high-performing teams able to deliver high-quality user-centred digital services at pace. She is passionate about the transformative power of human-centred design for organisations and society. As chair of Service Design in Government she helps shape the conversation about the future of design for public services and social good.

She is currently leading on digital experience strategy and service design for urgent and emergency care at NHS Digital/England/X. Before that she lead the definition of the new design language and information architecture for the NHS website (, founded the service design practice at DWP, and set up the user-centred design team at Land Registry. With over 20 years' experience leading multi-disciplinary teams on strategic content, design and development projects she's worked for, among others, Public Health England, the Department for Work and Pensions, the National Trust, Land Registry, Bristol City Council, the University of Surrey, Jisc and the Office for National Statistics, and world-leading experience design agencies CX Partners and Nomensa.