The process of change required to maintain ‘fit’ between a current state and an outcome state. A good example is adaptation of an organism to an environment, or a product to customer needs, or a person and their desired identity. Activity continues until a measure of ‘fit’ is produced.
Professional background
A cross-functional, multi-disciplinary, product design leader with 20 years hands-on commercial experience, working for businesses from micro-, right up to PLCs. Most of my experience has been in Enterprise SaaS, but also with local and national brands such as The AA, Stella Artois, Tesco, Hotel Chocolat, etc. I have been in leadership roles for 6 years. Currently Head of Design & Research, EU Amazon Payment Products. Previously Head of UX, and Head of Product, at a FTSE 250 business.
I’ve had a significant exposure to Data Science (incl. ML and AI) and I’m passionate about combining Qualitative (Human-centred Design, ISO 9241-210:2019) with Quantitative (statistical data science, ISO 20252:2019) research.