Jonathan Ball built his career on using the practice of human-centred design to help organisations achieve new levels of innovation. He began his career in product design, where he designed a diverse range of consumer products, from toys to toilet seats. All of Jonathan’s designs were manufactured and sold – success that he attributes to the human-centred design principles. As a Design Associate for Design Council he initiated the internationally recognised Design Atlas and is part of the team that led the creation and delivery of its coaching programmes. Clients, include manufacturing and service businesses, as well as the Home Office, BIS and Government Office for Science. Recent work includes three years as an independent Programme Director and Lead Instructor for LUMA Institute in Pittsburgh with clients that include McDonalds, Honeywell, Autodesk, Prudential and a leading broadcasting and media corporation, where he is developing an approach to creative decision-making.