I'm Tom Eldridge, a design strategist helping to build businesses, product and services that are sustainable and people orientated



Hello, curious traveller to this bio.

What is strategic design and where do I fit in? 

I help organisations find the right opportunities to future-proof their business by helping them integrate with people and the environment they operate in. Strategic Design builds on my background in Research, Product Management, and Service Design.

Here's a summary of the services I offer

Through a strategic design process to solve problems, I accelerate learning and create more meaning for businesses, government bodies and their end-users. My approach to strategic design is based on the core principles of research, identifying opportunities, and the crafting of resilient solutions.

I've written some thoughts on Strategic Design over here


I studied Political Science at the London School of Economics. These brought two schools of thought crashing together - Systems Thinking and Strategic Policy - that heavily influences my ways of working today. That is taking a holistic view of a situation and developing a deeper understanding of people and their interaction with systems.

Beyond talking about work what else do you do?

I am a runner and a triathlete who fell into these activities late in life.

London is my town, Balham is my parish

My life is powered by good coffee rituals (the inverted aero press method if you must know is my preferred brewing technique) and the patience of my family and friends




Remodelling Standards to help a new audience

Strategic Lead working with the British Standards Institution (BSI) to future proof the business. During the discovery phase, my role was to define key problem areas, coordinate research with stakeholders and end-users and to recommend where the business would need to orientate itself.


Creating a smart financial coach service

With the senior leadership team at Barclays Retail Bank I helped to design a clear strategic direction for their products and services. Customer and commercial considerations were gathered through extensive interviews with key stakeholders and customers in workshops and interviews.


Redesigning a mobile tariff

that flexes with you

Working with a blended team of client and agency team mates, I set the strategic direction for the project to change the direction of the business both from a customer and commercial perspective. From designing and facilitating user research sessions, synthesising the research into actionable recommendations, to delivering stakeholder workshop.


Designing the airport lounge experience of the future

Strategic Lead for a research and discovery phase project into what the airline lounge of the future would look like. My tasks ranged from conducting field work at Virgin's Upper Class Lounge, in-depth interviews with staff and customers, and competitor analysis on customer experience best practice


Designing an urban mobility tracking service

A service design project with Vodafone Innovation team to explore and develop a service aimed at urban bike & moped commuters to track their vehicles from their mobile, giving them greater sense of security


Rethinking the mortgage application process

Working with the senior leadership team at Barclays, I helped to design a unifying service for their products and services. The insight engine, was created to help Barclays customers navigate financial products based on behaviour and need


Redesigning the hiring of

freelancers process

Changes by the UK Government on the hiring process of freelancers was going to have a big impact on YunoJuno’s business. Working with the YunoJuno board I redesigned their business proposition


A service helping students achieve their financial goals

A service design project to encourage students to save more frequently and to see their progress in meeting saving goals such as a car or holiday








Strategy x Design

London, UK

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