Joe is co-director of the service design consultancy, Engine, and is an advocate of the social value of design in improving people's lives. As a strategist, he looks at how best to marry business objectives with evolving customer expectations and needs. Joe has worked with many of Engine's clients, including Orange, MSN, BUPA, Visa, BT and the Guardian newspaper. Founded in 2000, Engine has approached the design of services by using design-led methodologies that put users at the centre of the process. Joe has worked with Demos for a couple of years now, most recently with Sophia on The Journey to the Interface: how public service design can connect users to reform. Before that he collaborated with Demos and the DfES to develop Picture This!, a workshop toolkit for use by schools in planning for a future of more personalised learning.