Bosky Doshi

I began in advertising in 2002, as a visualiser at Enterprise Nexus working on Times of India, Femina and Ravissant, and spent the next two decades in creative direction, Ogilvy & Mather, Bates, MullenLowe Lintas, before four+ years as Creative Director at ZEE5, where I led the design strategy and UX redesign that grew video views from 15 million to 30 million. Somewhere in those twenty years the questions started shifting. Not what does this campaign say, but what actually happens when someone tries to use the thing we promised. I was designing services without the language for it. The MA in Service Design at the Royal College of Art gave me the structure and the vocabulary. Since then, an inclusive design project with the Helen Hamlyn Centre for Design, researching retail environments with and for neurodiverse shoppers, delivered as experience maps and service blueprints grounded in ethnographic work. A community-centred service with Arup, repurposing vacant spaces across London. And most recently, as Strategic Service Designer at Kyndryl, facilitating co-creation workshops with C-suite and cross-functional leaders at Hamburg Commercial Bank, ContiTech and Kantar, translating strategy into service roadmaps that survive contact with delivery. What the advertising years gave me is a nose for the gap. Brands are extremely good at making promises. Services are where those promises are kept or quietly broken, usually by people who were never in the room when the promise was made. I read a business both ways at once — its commercial goals and constraints, and what customers feel and stakeholders fear. Holding the user and the organisation in a single frame is the whole job. I love working in retail, hospitality, healthcare and aviation, sectors where the service is the product, and where a badly designed twenty seconds can undo a decade of brand building. But a good project anywhere is worth a conversation. I'm based between Mumbai and London, I care about designing for the people delivering the service and not only those receiving it, and I want to make work that outlasts my tenure in the building.