Mel Edwards
Mel Edwards is Co-Principal at DMA. Her passion is turning what really matters (to people and business) into what really works (for people and business). She firmly believes the best and most meaningful way to do this is through design thinking and service design practice; practically applying creativity in the business context for practical outcomes.
As practitioner she worked on projects as diverse as modelling customer typologies, developing online services for student loan borrowers, forming strategies to support Small-to-Medium Enterprise (SME) compliance and enhance service delivery to Maori taxpayers and social policy customers. She then moved into capability – helping others become practitioners and building the practice as a sustainable integrated capability and leader within the NZ service design and innovation industry.
Mel has worked in a variety of organisations applying her design expertise with a variety of organisations – both public and private sector – insurance, industry and governing bodies, taxation, human services, transport.