Get to know… Our Head of Design – Lynsey Brownlow

What first sparked your interest in design, and how has that evolved over time?

My grandad worked as a draughtsman in the merchant navy, and I was fascinated by the detailed schematics and technical drawings he created to map out ship elevations. I knew I didn’t want to build ships, though – I was always more interested in sustainability and renewables. 

I initially applied to study Geo/Environmental Science at university, but then I discovered a Product Design course in Dundee where a student had created a product centred around renewable energy. It immediately sparked my interest. I applied, got an interview, visited the studio, and fell in love. One of my lecturers was ex-IDEO and taught us all about design thinking, designing for disabilities, service design… it opened up a whole new world for me.

Coming from a background in Product Design, I’ve carried forward a hands-on, systems-led approach, focusing on designing connected, end-to-end experiences. Over the years, I’ve been fortunate to dive deep into the inner workings of multiple organisations across a wide range of industries and global markets – getting under the skin of their services, products, and operations. I’ve worked with consultancies such as Sopra Steria, Kin + Carta, Cohaesus, and AND Digital – bringing me full circle, back to Waracle to lead our Design practice.

The fundamentals are all still there, everything starts with a sketch or a map in this world!  Yet the problems to solve, process and innovation are what keeps it so interesting for me.

What drew you to join Waracle, and what excites you most about the work you’re doing here?

I used to work with Waracle’s CEO, David Tuck, years ago and always kept an eye on Waracle from the sidelines as a consultancy that was growing. I watched the agency evolve, and when Screenmedia and Waracle came together, I knew the combined capability would be powerful.

I’m ambitious, and Waracle is too, so it felt like a great match. It’s exciting to be part of a team that’s curious and always pushing forward.

Coffee or tea – what’s your go-to fuel for a productive day?

Definitely a coffee to start the day. I’m a sucker for a trendy hipster flat white and you’ll often find me in my local coffee spot, Mr Eion – they know my life story at this point! Then around lunchtime or when I need to really focus, I switch to a classic breakfast tea.

The design world is constantly evolving. How do you stay ahead of trends while staying true to your design principles?

This is what makes the design world so exciting. I consume a lot of content, not just about design but about macro-level shifts in the world and how they might impact how we design.

I stay away from the noisy trend-chasing on LinkedIn but do keep tabs on influential voices and brands like Scott Galloway, Kara Swisher, what Spotify’s doing, or FemaleInvest is one I’m finding interesting at the moment.

I’m also a big reader! The First 90 Days by Michael D. Watkins has been a go-to since I joined Waracle, it’s all about making a successful transition in the critical first three months of a new position. Alongside staples like The Design of Everyday Things, in which cognitive scientist Don Norman explores the psychology behind good and bad design. Also, Thoughtless Acts by Jane Fulton Suri is loaded with inspiration for anyone working in design, UX, or just looking to think more creatively.

And, of course, I always keep the Medium thread rolling.

In your view, what defines a truly successful design?

When it solves a problem, without you even really noticing. The best design is a system that just works for everyone. One of my favourite examples is the dimples and lowered kerbs at pavement crossings, originally created for visually impaired people, they now help parents with prams, cyclists, travellers with luggage… good design has ripple effects like that.

Those are the kinds of moments I try to find in my own work.

Where do you find creative inspiration, both inside and outside of work?

Sport is a big one, for playing and watching, it’s a great way for me to reset. I love museums, gigs, and just chatting with people. Honestly, some of the best inspiration comes from casual conversations down the pub. Meeting new people and hearing different perspectives always opens up new ideas.

What do you love most about living and working in Edinburgh? Any underrated spots you think more people should know about?

Mr Eion, as I mentioned, is, hands down, my favourite coffee spot. I live out towards Newhaven/Leith and that area just keeps getting better. Norah just opened near the Harbour, and it’s perfect for breakfast. The city’s a great blend of energy and calm, which I think really helps creatively.

You’ve called yourself a ‘serial hobbyist’ – we’d love to hear more! What hobbies are you currently exploring?

Give me a hobby or an idea, and I’ll try it! Right now, I’m getting into golf. It’s still a very male-dominated sport, and I’d love to play a small part in shifting that. I also enjoy the unpredictability of it, it’s such a hit-or-miss game. I don’t expect to be amazing at golf particularly, but I’ll give it a good shot! 

What advice would you give to new designers just starting out in the industry?

Talk to people. Designers love chatting about design, about their paths, their challenges, their wins, so I would definitely say learn from them. Make things and share them with other designers. Also, volunteer your skills for causes you care about, especially in the charity sector. Great design can do real good, and often those organisations need it most.

Connect with Lynsey and follow us on LinkedIn to keep up to date with opportunities at Waracle!