Ross Dudley is the Principal Service Designer for Generation Study at Genomics England, bringing over 13 years of experience in service design across both the public and private sectors. Throughout his career, he has worked in-house and as an external consultant, leading cross-functional teams and fostering collaboration between design, policy, operations, and digital delivery experts. Ross has a deep understanding of the entire design process, from identifying key problems and building evidence, to developing solutions and supporting the implementation of complex service systems.