Say hello to Bec Lloyd, the Founder and brains behind Rowboat.


Besides being an all-round legend, Bec is a Human-Centered Design Professional with expertise in applying Design Thinking tools to transform businesses by creating powerful, positive and memorable experiences. 

She runs Rowboat where Ben is her right-hand man. This powerful duo and their crew have had a very impressive list of clients in their first year of sailing. 

If you're wondering what exactly is Human-Centered Design, fear not, we were too. Which is why we asked her all the questions! 

To get to know more about Rowboat and HCD keep reading!

Tell us about your business and why you started it?

Rowboat is your Human-Centered Design (HCD) Crew! But what is HCD I hear you say? It's a method that allows us to help organisations learn from their customers and their people. It involves deep research techniques, synthesis, fun ideation workshops and fast prototypes. Rowboat is 1.5 years old and I set it up after the '7 year itch' hit me while I was consulting with PwC. Rowboat works with large corporates to help them learn HCD techniques and we also run end-to-end HCD projects.

Tell us about what you're working on now and what we should be looking out for:

We're extremely fortunate to be working with some of the largest sporting organisations in the world to help them learn from their customers and re-design aspects of their offer. 

What's your tip for someone starting a business?

You don't need as much cash as you think you do to set up a company! Rowboat had a website, logo, legal structure and business cards for less than $2k.

What do you find beneficial when it comes to working from a co-working space such as One Roof?: 

The One Roof community is the wind that propels the Rowboat! Honestly, I've met such wonderful people that I now consider my colleagues and friends that keep us going! And on a very practical note, One Roof has a wonderful event space that we often use for large workshops and Stevie always knows when I need a chocolate brownie.

Tell us about YOU, what do you like doing when you unplug from work?

Spare time?! Jokes. With wonderful Ben on board I have plenty of time to hang out with my partner Donna and our little pup Howie. I love exploring Australia (I'm English and have been here 4.5 years so plenty left to see!), scuba diving (I spent 5 weeks on the Ningaloo reef doing my Dive Master qualification so please do ask me about Diving!) and of course avo on toast.

 "We're not here for a long time, we're here for a good time."

Now, before we get into the technical stuff. Can you tell us exactly what Human-centered design is?

HCD is a mindset and a set of tools that allows you to put your customers and your people at the heart of your organisation. HCD involves intentional phases of ‘divergent’ and ‘convergent’ thinking. The activities involved in HCD are generally broken up into the four categories of Discovery, Synthesis, Ideation and Prototyping.

If HCD is all about putting your customer at the heart of your business, what's your advice for discovering who our customer is if were unsure or for finding new audiences?

I'd advise you to get out there and SPEAK to your potential customers! I'm always blown away when I speak to businesses that are 1-2 years old and haven't yet got up close and personal with their customers! Spend as much time as you possibly can with them without getting arrested.

To help our readers better understand HCD, can you tell us about how you have applied HCD to client project and the benefit you saw?: 

We worked with the International Cricket Council to help them better understand their 'non cricket' audience so they could design an offer and product for them. It was amazing to see all the 'ah hah' moments along the way! Cricket is a very complex sport so by getting the project team out having conversations with people that are not interested in cricket (yet) and by testing ideas very cheaply by drawing sketches and testing them rather than investing millions in development we were able to save a lot of money and really reduce the risk of launching a product that nobody wanted.


Find her on Facebook here, follow her on Instagram here. Let's face it HCD is not something that is easy to explain but head to their socials to see what it's all about!

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