Our first Director of Data and Product shares his vision
At the heart of our approach lies a fundamental belief: the best digital products and services emerge from truly multidisciplinary teams
6 years ago I joined dxw and wrote a short introductory post as I stepped into a new role at this exciting digital agency. A LOT has happened and has changed since then, but many of the fundamentals remain the same, and enough of them are still yet to be fixed.
In the 5 years after joining dxw I moved through a number of roles with a continual focus on helping teams and organisations solve their biggest problems in the most valuable way using design and technology.
After 15 months away from the company, here I am again writing an introductory post. I want to use this post to share an exciting evolution in our offer at dxw as I become dxw’s first Director of Data and Product. It’s energising to return to dxw at a time when the need for data-driven product and service development has never been greater.
At the heart of our approach lies a fundamental belief: the best digital products and services emerge from truly multidisciplinary teams. This isn’t just about having different specialists working in parallel – it’s about creating environments where user researchers, designers, developers, analysts, delivery managers, ops engineers and product managers work together seamlessly from day one. By combining perspectives we solve complex problems in ways that single-discipline or piecemeal approaches can’t match.
Over recent years, I’ve watched as our clients’ needs have evolved. Organisations aren’t just looking for technical delivery – they’re seeking partners who can help them make smarter, data-informed decisions throughout their product and service journey. As someone who is passionate about being evidence-driven, I believe we have a unique opportunity to help organisations navigate this landscape through the power of multidisciplinary collaboration.
One of the most significant challenges organisations face today is understanding how products and services interact in the digital world. Traditional distinctions between products and services are blurring – digital products often enable service delivery, while services are increasingly productised through digital platforms. This evolution requires a new language and framework for thinking about digital transformation.
We also need to move beyond simple “digital” and “technology” labels to articulate how digital products and platforms fundamentally reshape service delivery and business models. This isn’t just about finding new words or describing the same concepts in different ways, it’s about bringing clarity to how organisations can use digital capabilities to deliver against their business outcomes and become truly digitally native in how they operate.
Building on dxw’s proven expertise in multidisciplinary delivery, I plan to strengthen our capabilities in several key areas:
Vision and strategy
Placing the value of a strong vision at the start and the heart of every engagement, helping teams align around common goals while creating realistic strategies and roadmaps to achieve them.
Analytics and data strategy
Expanding our analytical expertise to help organisations harness their data effectively. This is not just about gathering metrics, it’s about transforming data into insights that drive meaningful change and better outcomes.
User-centered design (with data)
Our approach has always, and will always start and end with users. Successful products and services can only emerge from a deep understanding of user needs, behaviours, and contexts. By integrating user-centered design principles with data analytics, we can create solutions that not only meet functional requirements but make far better user experiences.
Impact measurement
We’re going to be doubling down on our commitment to helping organisations understand the real value of digital investment through robust impact measurement. This also means improving how we measure the value that we bring and create through our client engagements and our commitment to social value.
Navigating new technologies responsibly
While AI and emerging technologies are the defining zeitgeist of the moment, dxw will be taking a measured, honest approach to help organisations:
– understand their readiness for advanced data tools and technologies
– develop the foundational capabilities needed to make the most of new tools effectively
– make informed decisions about technology investments
– implement solutions that deliver real value, not just hype
Over the coming weeks and months I’ll be sharing more on our thinking, approach and offer around each of those themes.
None of this is about reinventing who we are, it’s about enhancing and evolving our ability to deliver exceptional digital products and services while building on our core strengths and values. Our commitment to multidisciplinary teams remains unwavering because we’ve seen time and again how this approach leads to better outcomes.
I’m really excited about the opportunities ahead. Whether we’re working with existing partners in new ways or forming new relationships, our goal remains unchanged: to deliver amazing products and services that meet both user and organisational needs, now with an even stronger foundation in data and product expertise. We will do all of this while taking seriously our responsibility to care for and look after our planet for future generations.
If you’re interested in exploring how our enhanced capabilities and multidisciplinary approach could benefit your organisation, I’d love to have a conversation about your specific challenges and goals. Let’s discuss how data-driven product development could help you achieve your objectives and improve the lives of the people that need them.