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Start-ups are often driven by bold ideas, new technology or innovative data. But too often teams fall into the trap of building what they think people need, rather than what users actually value. So how can human centred design help start-ups test assumptions early, uncover real needs, de-risk investment and avoid expensive mistakes?
In this episode we explore how inclusive design thinking and user-centred research can transform the start-up journey - from first idea through to minimum viable product and market positioning. We talk about rapid prototyping, inclusive prototyping, futures forecasting, funding strategies, and why starting small but meaningful often leads to stronger, more sustainable growth.
Our first guest is Ben Peacock, Co-founder and Managing Director of REWILDlife, a start-up creating AI-powered conservation technology that enables people to connect with nature at a local and global scale. Through the Design to Deliver programme, Ben and his team developed the Nature of Things platform - which uses live GPS species data and AI-based storytelling to give nature a voice and inspire environmental action. Ben shares how evidence-based design and user research completely reframed REWILDlife’s product strategy, leading to a dual-interface platform for both conservationists and the general public.
Our second guest is Giulia Bencini, Senior Service Designer at the Satellite Applications Catapult, part of the Innovate UK Catapult Network. Giulia works within the User-Centred Design team, ensuring that innovation happens with real people and real problems in mind. She brings insight into how the Catapult supports UK companies to accelerate the invention and adoption of space data and technology - and how design thinking plays a critical role in helping start-ups move from concept to commercially viable product.
We discuss why making the right thing matters more than making the thing right, and how inclusive research with real end users - from conservationists to primary school children - can completely pivot a product’s direction. Ben shares how journey mapping and rapid iterative prototyping helped REWILDlife reach MVP faster and at lower cost, while Giulia explains how minimum viable products allow start-ups to generate revenue and test value before committing to complex, expensive builds.
We also explore the accessibility ROI of design - how to make the business case for design thinking when budgets are tight - and hear practical advice on funding routes including the Design to Deliver programme, EIS and SEIS schemes, and free AI tools that allow start-ups to build and test prototypes with almost no upfront cost. Giulia and Ben both make the case for embedding designers early in a start-up team, not as an afterthought, but as a strategic partner who helps define the product, the audience and the path to market.
A practical, energising conversation for anyone building something new - proving that when you put users at the centre from day one, you don’t just build better products, you build better businesses.
You can read the complete episode transcript and explore additional resources here: https://mimagroup.com/the-redesign-podcast
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Mima is a human-centric, inclusive design consultancy specialising in helping clients improve customer experience across transport and destinations. Led by research, we consult on strategy, improve accessibility and help your customers find their way. https://mimagroup.com/
