Natalia Riley

Natalia is a service designer who has supported a wide range of third, public and private sector clients to transform user access to and experience of services. Most notably she secured a framework contract with a leading museum group and was part of a team to redesign the Welcome Experience across the museum family. The ‘as is’ and ‘to be’ experience maps are currently being rolled out as part of the museum group’s Redesign programme for their new, as yet unopened sites.  

While at Snook Natalia has also supported NHS England to develop their inclusive design practice across the organisation and helped mental health trusts upskill in service transformation methods for NHSX. Prior to Snook, Natalia supported the Lancashire Wildlife Trust to decrease their attrition rate for an ecotherapy service by 16% and a professional service firm in building a business case for stakeholder investment into digital innovation, securing a six-figure initial investment.  

Natalia uses her background in psychology and journalism to understand people’s daily lives in relation to an array of services. She transforms these elements into stories to build an illustrative narrative of what a service currently offers and as a springboard to an as yet unimagined future.