The Team

Service Design puts people first, using creativity to solve problems, challenge thinking and make lives better. We create an environment where people thrive and innovation happens.

caron bio image

Caron Sandeman

Service Design Manager

Caron is an experienced Head of Service with significant experience in transforming organisations and delivering improved customer outcomes. Caron has more than 20 years’ experience in multi-channel operational management and leading customer experience improvement projects in the education sector and beyond.

maralyn bio image

Maralyn Boyle

Business Development Executive

Following a 20-year career in senior sales management roles with local, regional and national newspapers, Maralyn led national corporate partnerships and special events with Glasgow Children’s Hospital Charity and Maggie’s.

katie bio image

Katie Murrie

SDN Accredited Master Trainer

Katie graduated in Law from the University of Dundee, then completed a Masters in Leadership and Innovation where she discovered her love for service design. Katie joined at the launch of the Service Design Academy, contributing to the co-creation of the learning content for the Professional Development Award in Service Design, and subsequently in the development and growth of the Academy.

jo bio image

Jo McNicoll

SDN Accredited professional

Jo has a degree in Printed Textile Design (2006), a Master of Design (distinction) (2009) and a PhD (2018) from Duncan of Jordanstone College of Art and Design (DJCAD), University of Dundee. Jo has used her expertise and understanding of design thinking and service design in a number of roles including researching the movement, comfort and protection of ballistic wear for police officers.

Kim Anderson girl with stripey top

Kim Anderson

sdn accredited professional

Kim began her career in graphic design after graduating with a degree in Computer Arts from Abertay University. It was taking part in design sprints that inspired her to learn more about design thinking, which led to her studying a Masters in Design for Business at Duncan of Jordanstone College of Art and Design (DJCAD).

Woman with pink shirt

Janine Wilson


After a long career in local government in various governance and change management roles, Janine gained a MSc in Design for Business (Distinction) from DJCAD. She now has a portfolio career as a Business and Service Design Consultant running her own company, supporting the Service Design Academy and working as a Non-Executive Director.

man with black shirt

Robbie Beautyman


Robbie graduated in 2018 with a BSC Hons in Product Design and then completed a Masters in Design for Business at the University of Dundee in 2019, setting up his own design consultancy during his postgraduate studies. 

alison bio image

Alison Duncan


Alison has accumulated a wealth of administration experience through various roles in different campuses at Dundee and Angus College. She has worked with the Service Design Academy since it was set up and has been involved with all aspects of the initiative providing full administration support.


SDA is a team of highly curious, creative individuals committed to bringing exceptional service design learning experiences to everyone. If that sounds like you, we’d love to talk.