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 has worked in the education sector for 28 years and for the last 12 has been involved in business transformation projects. Initially these entailed moving paper-based systems to online then the review of business processes and the development of business systems to ensure people had the right information, in the right place at the right time for them to carry out their roles.

maralyn bio image

Maralyn Boyle

Business Development Executive

Maralyn has worked for national newspapers in media sales management for many years and then with charities raising funds working on corporate partnerships. Her role focuses on promoting the Service Design Academy to organisations to support their vision of change and innovation.

katie bio image

Katie Murrie

SDN Accredited Master Trainer

Katie originally trained as a solicitor at the University of Dundee but changed her career path to complete a part-time Masters in Leadership and Innovation which is when she discovered her love for service design. Katie began attending design community events and volunteered on a few projects within NHS Tayside, the University of Dundee’s Medical School and presented and mentored at Global GovJam 2017 and 2018. She then joined Dundee and Angus College at the launch of the Service Design 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.

chris bio image

Chris Muir

SDN Accredited professional

Chris graduated from Abertay University in 2003 having studied Behavioural Science. He worked as a manager in the community safety sector then switched careers and became a Learning & Organisational Development Adviser with the council.

Claire Hartley Bio Image

Claire Hartley


Claire studied Illustration at the University of Dundee, graduating in 2018. She has undertaken various roles in Dundee’s Global Service Jam events since 2017, worked with service design consultancy Open Change and studied User Research as part of the Service Design Academy’s pioneering cohort.

Kim Anderson girl with stripey top

Kim Anderson


Kim studied Computer arts at Abertay University which led her in to a career in graphic design then on to study a Masters in Design for Business at DJCAD.  With 12yrs experience working in the learning and development sector Kim has applied a service design approach in developing products and digital platforms. As well as Service Design Kim is passionate about accessible and inclusive design.

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.