Paul Phumchumphol

I am a service designer and researcher with a multidisciplinary background spanning UX, innovation consulting, and strategic design. Currently completing my Master’s in Service Design at the Royal College of Art in London, I focus on how design can drive meaningful systemic change across public, private, and community sectors. My work sits at the intersection of social innovation, future foresight, and behavioural systems, often engaging with issues that are complex, multi-scalar, and deeply human. Originally from Thailand, I began my career in digital design and user research, working with organisations like Ogilvy and Allianz Technology to help shape customer experiences and lead design transformation initiatives. Over time, I became increasingly drawn to projects that went beyond interface or product design—toward services that address structural challenges such as education inequality, unsustainable consumption, and institutional trust. At RCA, I have explored topics such as youth justice reform, AI-powered career discovery, and food ownership in co-living environments. Whether developing speculative design artefacts, conducting field research, or co-creating solutions with stakeholders, I prioritise participatory methods and systems thinking. I enjoy working across different time horizons, connecting immediate user needs with long-term social outcomes. I am particularly interested in how service design can help redefine ownership, stewardship, and responsibility in an era of resource scarcity and institutional complexity. My recent work investigates new models of shared food purchasing, circular consumption, and the emotional drivers behind everyday decision-making. I often apply behaviour setting theory, psychological ownership, and transition design frameworks to uncover unseen friction points and design low-barrier pathways to change. Beyond the academic context, I am motivated by real-world application. I see design as a bridge between policy, technology, and lived experience—capable of making abstract futures tangible and collective action more accessible. I believe in working closely with people and communities, ensuring that the solutions I design are not only functional but also empowering and contextually grounded. In the years ahead, I hope to continue working in spaces where I can help shape public systems and mission-driven ventures. Whether I stay in the UK or return to Southeast Asia, my goal is to contribute to the kind of services and infrastructures that make everyday life more equitable, regenerative, and meaningful.