Who we are
We’re a collective of digital transformation and design experts with decades of experience leading change across Welsh public services and UK Government.
We’ve helped teams deliver change at every level, and we believe Wales has the potential to lead, not just catch up.
Earlier this year we launched Cymru Ddigidol , a growing community of public sector practitioners and leaders working to rethink how services are designed and delivered.
We want to move beyond short-term fixes to design more resilient, responsive and trusted public services that truly meet the needs of Welsh communities.
Ann Kempster
Ann runs a small consultancy that works with Welsh public sector organisations who are committed to radically changing how they work.
She is an experienced digital leader who has spent the last 20 years building and leading digital teams that successfully deliver human-centred services. She was a founder of the Centre for Digital Public Services (CDPS) - an organisation designed to help build better public services in Wales through digital ways of working.
When not prodding the system to change, she can be found in the garden or in the forest.
Dafydd Vaughan
Dafydd is a technology specialist, with experience leading complex digital transformations in the public and private sector organisations. His expertise lies in transforming complex legacy IT, supporting technology teams as they build new digital services and coaching executives on setting the conditions for success.
He was a founder of the UK Government Digital Service - which revolutionised how government delivers public services, through modern digital ways of working.
He is currently Chief Technology Officer for a global digital consultancy and a non-executive director in NHS Wales.
Jo Carter
Jo is a passionate service designer with a strong focus on government, social housing, and the charity sector. She’s the lead organiser of the GovCamp Cymru unconference.
After a decade in local government, Jo founded Service Works to improve public services through design. She is a trained coach, accredited Master Service Designer, and also works as a consultant, trainer, and facilitator.
Over the years, Jo has worked with organisations including DWP, Audit Wales, The Pensions Regulator, and Welsh Government.
She lives in Cardiff with her husband and teenage girls, and in her spare time you’ll find her playing drums and cycling, though rarely both at once!
Nia Campbell
Nia is a designer and strategist with over a decade of experience shaping inclusive public services across government, health and social care, and the third sector. She has led content and service transformations, advised on bilingual design at central government, and developed organisational strategies that strengthen teams as well as services.
Alongside her professional work, Nia is an active community organiser. She creates spaces for digital practitioners to connect, share ideas, and build confidence. She is committed to open, collaborative ways of working that leave lasting value beyond individual projects.