Kara Weaving is the Co-owner and Director of Human Centred Design at Proto Partners. She co-founded Proto Partners and for over 10 years and has had extensive experience in working with large businesses to develop deep and robust customer understanding and fresh insights. Her experience in large scale service design projects allows her to build the bridge between extracting valuable customer insight and designing commercially viable services that ensure that the most important initiatives are identified and then progressed. Kara’s initial work experience was with large accounting firms and Foster’s Group both in Australia and the US. This commercial background has given her a strong appreciation for the need for service design to be grounded in business reality. She applies these skills to understand the voice of their customer and design services that will lead to improved business performance. She is a passionate advocate for improving the service experience and using design thinking to create competitive advantage.