About Cal
Callum Laird (Cal) is a multi-disciplinary designer based in Dundee, Scotland, with a focus on Service Design.
With a background in Graphic Design, I bring a unique perspective to the Service Design profession—blending together creative curiosity, visual storytelling and a passion for designing with people.
At present, I lead the Service Design work on the Welsh Council Tax Reform programme at the Valuation Office Agency (VOA), an executive agency of HM Revenue & Customs. In this role, I help the VOA transform their service offering, delivering modern, impactful and joined-up services for Council Tax payers across Wales.
Why do I do what I do?
Simply put, I want to make the world a better place, by using design for good. I care about well designed services, products and experiences that enhance their user’s lives.
I am driven by my values and these form my approach to design. My values are more than just principles—they shape how I conduct myself, work and collaborate.
What can I help you with?
Design
→ I can work with you to design new services or enhancing live services, ensuring they are joined-up, work across all channels and meet both business and user needs.
My skills include: Service Design, Design Thinking, working with the GDS Service Standard, UX/UI Design, Journey Mapping and Prototyping.
User Research
→ I can work conduct, and work with, user research to uncover the needs of your users, which the service should met. I can also help test solutions to ensure that designs meet user needs and solve the whole problem.
My skills include: User Research, Usability Testing and A/B Testing.
Workshop Facilitation
→ I can help you bring together a team, a group of stakeholders or users to collaboratively explore a problem, co-create solutions or build a strategic vision.
My skills include: Facilitation, Collaboration, Stakeholder Management & Engagement.