Amy currently works for Blue Cross’s clinical development team, overseeing strategic projects and clinical service design. Prior to joining Blue Cross, she worked as a digital strategy consultant across the corporate and public sectors. She also sits on the Trustee board of a tech-for-good start up charity that aims to use data to provide safe sanitation to everyone across the world. She has a BA in Geography from UCL and a MSc in Management from Imperial College Business School. She is a dedicated mum for two adopted tabby cats.

Everyone talks about digital transformation, but what does it entail? How do you make it work for your organisation and crucially your clients? Amy Xu, a service designer at Blue Cross and former digital strategy consultant, explains why it is imperative to think about Digital holistically and beyond the realms that many would consider as part of a digital transformation programme, such as your ways of working. She will also share how Blue Cross is putting inclusive design at the heart of its digital projects and why the ‘perfect archetype client’ is elusive.