If design isn’t shaping decisions, it isn’t working.

I help organisations globaly turn design from a delivery function into a strategic force inside product and leadership.

Selected Work
Most organisations don’t have a design problem. They have a structure problem.

Design teams are busy shipping work, but influence rarely reaches product direction or leadership decisions.

Trade Me · Air France/KLM · One NZ · KiwiRail · Nestlé · Nationwide · Clarks · Penguin Publishing · Comvita · Kraft Food · Craigs IP · Bayleys Real Estate · New Zealand Government · Mitre 10 · B&Q · Elliot Hire · Bostik · The Countryside Agency · Liberty Human Rights · Pepsi Co. · Panasonic · Sony Pictures · London Zoo · Disney Australia · New Zealand Institute of Landscape Architects · Brisbane City Council · The Countryside Agency · Royal Mail · Aliance & Leicester Building Society · Nationwide Building Society · Stroud & Swindon Building Society · Air New Zealand · Trustpower · BT · Audi · Alfa Romeo · Fiat · UPS · Nikon · Invisalign · Optegra · The Just Group · ITV · MTV · Firetrap · All Saints · Hardy Aimes · Joules · Duchamp · Tui · Saatchi & Saatchi · LBI · Digitas · AKQA · Diagio · Polydoor Records · Australian Institute of Chartered Accountants · Breville · Fisher and Paykel · GWA · Trinity Newspapers Group · Norwich & Peterborough Building Society · The Financial Times · Aardman · The London Olympics · Doner · & many more...
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Flying Blue: From Grounded to Soaring
Product Strategy · Air France/KLM
Repositioning loyalty through product clarity and systemic simplification.
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KiwiRail: Building Design Maturity
Design Leadership · KiwiRail
Embedding design capability into organisational structure.
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One NZ Trade-In
Product Design · One NZ
Reducing friction in high-value transactions.
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NZ Govt: Reusing What Works
Design System Strategy · MBIE - NZ Govt
Adapting a proven system to deliver speed, consistency, and scale across government.
How I Help
Turning design into strategic influence.

Design Practice Maturity

Make design influential inside organisations.

Product Leadership

Align product and design direction.

Workshops

Find structural constraints and unblock teams.

Experience Design

Design complex systems with clarity.

About
Design, leadership, and narrative practice.

I’m Rich McCoy a design leader, designer, creative director, artist, radio host, and writer based in Aotearoa/New Zealand from the United Kingdom via Africa.

30+ years experinece across most industries.

Start a conversation → rich@mccoyand.co