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Wilson Fletcher: The Human Layer

New perspectives on designing successful digital businesses

  • About
  • About Wilson Fletcher
  • Coming of age: 18 years of WF

    Coming of age: 18 years of WF

    9th January 2021 marked Wilson Fletcher’s 18th birthday. The coming-of-age party we’d planned obviously won’t be happening (our 21st…
    Go to the profile of Wilson Fletcher
    Wilson Fletcher
    Jan 22
    Personas and beyond: representing customers in the design process.

    Personas and beyond: representing customers in the design process.

    Keeping a focus on customers throughout the design process has long been the domain of the persona, but we rarely use them in favour of…
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    Wilson Fletcher
    Aug 17, 2020
    Customer-led design won’t lead you somewhere new.

    Customer-led design won’t lead you somewhere new.

    Customer-led design is an accepted norm these days; a go-to approach for innovation teams. But there’s a fundamental flaw in customer-led…
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    Wilson Fletcher
    Aug 6, 2020
    Empowering your organisation to make your futurestate real.

    Empowering your organisation to make your futurestate real.

    Futurestate design is all about revealing hidden potential and shaping a clear vision of your next big transformational step. Now it’s…
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    Wilson Fletcher
    Jul 17, 2020
    Developing a strategy to realise your futurestate vision

    Developing a strategy to realise your futurestate vision

    Every time we conduct a futurestate design exercise, it leads to a much more compelling vision of the future than anyone anticipated.
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    Wilson Fletcher
    Jul 8, 2020
    Why current-state analysis matters in a futurestate design programme

    Why current-state analysis matters in a futurestate design programme

    So far in the Futurestate Design series we’ve been pretty focused on the future, as you might expect. Where does the current state fit in?
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    Wilson Fletcher
    Jul 1, 2020
    How to design for the customers of tomorrow.

    How to design for the customers of tomorrow.

    How can you design for a customer that doesn’t exist yet? Today’s user doesn’t know what they’ll want tomorrow, so how could you?
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    Wilson Fletcher
    Jun 25, 2020
    The futurestate design tools: a downloadable deck

    The futurestate design tools: a downloadable deck

    In this instalment of the Futurestate Design series, we provide a free workshop structure to help create intelligent ideas in your…
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    Wilson Fletcher
    Jun 18, 2020
    7 futurestate design rules

    7 futurestate design rules

    Following our last two articles in the Futurestate Design series (what futurestate design is and how to approach it with the right…
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    Wilson Fletcher
    Jun 10, 2020
    How to approach futurestate design with the right mindset

    How to approach futurestate design with the right mindset

    Most people find it hard to step out of today to think about designing a new future for their organisation. Here’s the kicker…
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    Wilson Fletcher
    Jun 3, 2020
    Welcome to the Futurestate Design series

    Welcome to the Futurestate Design series

    Opening up our toolbox to help businesses future-proof in the digital economy
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    Wilson Fletcher
    May 27, 2020
    Why a Corona-crisis in local media affects us all, and how it can be prevented.

    Why a Corona-crisis in local media affects us all, and how it can b...

    Our recent work with Nesta’s Future News Pilot Fund has highlighted again how crucial local news is, why it must have a viable future for…
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    Wilson Fletcher
    Mar 20, 2020
    Service-led strategy 101

    Service-led strategy 101

    Our work here at WF has been based on the principles of service-led strategy for many years. We’ve written and spoken about it before but…
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    Wilson Fletcher
    Sep 12, 2019
    Why healthy companies don’t see the cliff edge coming.

    Why healthy companies don’t see the cliff edge coming.

    The last decade is littered with companies brought low by an unexpected disruption, but avoiding the same fate doesn’t require a crystal…
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    Wilson Fletcher
    Aug 28, 2019
    How The Times’ success was built on more than big ideas.

    How The Times’ success was built on more than big ideas.

    A decade on from our original work with iconic news brands The Times and The Sunday Times, we consider an overlooked but critical quality…
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    Wilson Fletcher
    Aug 14, 2019
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