Matt Edgar is associate director of design and user research at NHS Digital, where he leads a growing professional group of 150+ designers, user researchers, content specialists, product managers, and delivery managers. Prior to joining NHS Digital in 2017, he spent 5 years as a service designer, digital coach, and founder of service design and innovation consultancy Stick People. He developed the GDS Service Manager Programme, and coached in the DWP Digital Academy. His service design clients included the Co-op, NHS organisations, and local government. Before that, he spent 12 years in product management and design leadership roles for mobile operator, Orange.