Looks like you have JavaScript disabled. For the full Twine experience, you will need to re-enable it.

I am a human-centred designer and strategist who loves turning complex challenges into clear, actionable solutions. Over the past four years, I have helped banks, insurers, media broadcasters, and startups design experiences, systems, and strategies that make a real impact. I specialise in service design, visual storytelling, and product design, using these tools to help teams build trust, create clarity, and move from uncertainty to alignment. For me, design is a way to solve problems with people at the centre, shaping work that is purposeful, practical, and forward-looking.…I am a human-centred designer and strategist who loves turning complex challenges into clear, actionable solutions. Over the past four years, I have helped banks, insurers, media broadcasters, and startups design experiences, systems, and strategies that make a real impact. I specialise in service design, visual storytelling, and product design, using these tools to help teams build trust, create clarity, and move from uncertainty to alignment. For me, design is a way to solve problems with people at the centre, shaping work that is purposeful, practical, and forward-looking.

Lucy Farnsworth

Designer, Product Designer, Brand Designer, +7





I am a human-centred designer and strategist who loves turning complex challenges into clear, actionable solutions. Over the past four years, I have helped banks, insurers, media broadcasters, and startups design experiences, systems, and strategies that make a real impact. I specialise in service design, visual storytelling, and product design, using these tools to help teams build trust, create clarity, and move from uncertainty to alignment. For me, design is a way to solve problems with people at the centre, shaping work that is purposeful, practical, and forward-looking.…I am a human-centred designer and strategist who loves turning complex challenges into clear, actionable solutions. Over the past four years, I have helped banks, insurers, media broadcasters, and startups design experiences, systems, and strategies that make a real impact. I specialise in service design, visual storytelling, and product design, using these tools to help teams build trust, create clarity, and move from uncertainty to alignment. For me, design is a way to solve problems with people at the centre, shaping work that is purposeful, practical, and forward-looking.

Available to hire

I am a human-centred designer and strategist who loves turning complex challenges into clear, actionable solutions. Over the past four years, I have helped banks, insurers, media broadcasters, and startups design experiences, systems, and strategies that make a real impact.

I specialise in service design, visual storytelling, and product design, using these tools to help teams build trust, create clarity, and move from uncertainty to alignment. For me, design is a way to solve problems with people at the centre, shaping work that is purposeful, practical, and forward-looking.

Skills

Branding

Copywriting

Experience Level

Branding

Expert

Copywriting

Intermediate

Language

English

Fluent

Work Experience

Associate Consultant, Customer Transformation at PwC (PricewaterhouseCoopers) Auckland

January 1, 2024 - Present

Using service design to align strategy, services, and decision-making at scale. Created 6+ 'art of the possible' service journey maps at the beginning of a large-scale transformation to surface customer pain points, explore future state opportunities, and help the organization clarify where to play. Led back-end design and iteration of a two-week workshop series with 60+ participants, collaborating with client teams across daily sessions to gather insights, redesign upcoming workshops, and align business and technology stakeholders on product strategy, target state vision, and roadmaps. Designed and synthesized a strategic market brief for an incoming Group CEO, translating complex market, growth, and investment considerations into a clear visual narrative. Contributed to executive-level strategy design for a multi-billion-dollar insurance transition, co-creating a referral model that informed commercial negotiations and regulatory decisions. Supported alignment of product teams throug

Associate Consultant, Customer Transformation at PriceWaterhouseCoopers (PwC)

January 1, 2024 - Present

Using service design to align strategy, services, and decision-making at scale; created 6+ 'art of the possible' service journey maps at the start of a large-scale transformation to surface customer pain points, explore future state opportunities, and help the organization clarify where to play; re-engaged to align product teams through visual, journey-led workshops, using customer and service journey maps to build a shared understanding of product architecture, service dependencies, and key customer touch points; led the back-end design and iteration of a two-week workshop series with 60+ participants, working closely with clients between and during multiple daily sessions to gather insights and redesign upcoming workshops; aligned business and technology stakeholders on product strategy, target state vision, and roadmaps; contributed to executive-level strategy design for a multi-billion-dollar insurance transition

Marketing Lead / Creative Strategist at Astra Marketing

January 1, 2022 - January 1, 2023

Design-led leadership role shaping experience-driven brand systems and collaborative ways of working for a growing hospitality marketing startup; Led a multi-disciplinary team, setting creative direction and structuring monthly planning and delivery; Co-established brand foundations for a marketing startup, including purpose, principles, and organizational design; Developed experience-led brand and campaign systems for hospitality clients, aligning visual, verbal, and experiential touchpoints; Designed onboarding and collaboration processes to support clarity and high-quality outcomes in fast-paced environments

Marketing Coordinator at Luna Bakehouse

January 1, 2022 - January 1, 2023

Led marketing and brand experiences for a hospitality startup; Orchestrated multi-channel campaigns and content with key partners to expand brand presence across Auckland; Planned product roster 6 months in advance including campaign ideation and creative direction; Store design, photography, launch, and social media storytelling for three new locations; Designed and implemented the Luna loyalty program and online ordering system to support customer retention

UI, UX Design Intern at Talent (Psychometric Recruitment Firm)

January 1, 2022 - Present

- Designed website and internal UI concepts to improve staff and candidate experience - Supported marketing quality control and visual consistency across campaigns

Associate Consultant, Customer Transformation at PwC (PricewaterhouseCoopers)

January 1, 2024 - January 1, 2026

Led design and synthesis of a strategic market briefing for an incoming Group CEO, translating complex market, growth, and investment considerations into a clear visual narrative. Directed the visual storytelling for vision validation with executive and SteerCo teams, creating a proof of concept for a new governance forum within a multi-year transformation program. Managed a two-week workshop series with 60+ participants, coordinating daily sessions with clients to gather insights, redesign upcoming workshops, and align business and technology stakeholders on product strategy, target-state vision, and roadmaps. Contributed to executive-level strategy design for a multi-billion-dollar insurance transition, co-creating a referral model that informed commercial negotiations and regulatory decisions. Led portfolio prioritisation workshops aligning long-term goals with prioritized initiatives, OKRs, and growth targets; supported strategic repositioning of a national media broadcaster during

Marketing Lead / Creative Strategist at Astra Marketing

January 1, 2023 - January 1, 2024

Design-led role focused on experience, brand systems, and collaboration. Led a multidisciplinary team, setting creative direction and structuring monthly planning and delivery. Co-founded brand foundations for a marketing startup, including purpose, principles, and organizational design. Developed experience-led brand and campaign systems for hospitality clients, aligning visual, verbal, and experiential touchpoints. Planned and managed client onboarding and collaboration processes to ensure clarity and high-quality outcomes in fast-paced environments.

Marketing Coordinator at Luna Bakehouse

January 1, 2023 - January 1, 2024

Orchestrated multi-channel campaigns and promotional content across three key partners, expanding brand presence across Auckland. Planned product rosters six months in advance, including campaign ideation and creative direction. Oversaw store design, photography, launch, and social media storytelling for three new locations. Designed Luna loyalty program and implemented online ordering systems for customer retention.

UI/UX Design Intern at Talentgent (Psychometric Recruitment Firm)

January 1, 2022 - January 1, 2022

Designed website and internal UI concepts to improve staff and candidate experience. Supported marketing quality control and visual consistency across campaigns.