As we approach International Women’s Day 2026, we’re celebrating the incredible women at Nimble Approach by sharing their stories, career lessons, and perspectives on leadership. In this spotlight, we’re chatting with our Lead Service Designer, Amanda King.
Amanda’s journey into the tech world is a testament to the power of a “second act.” After returning to study as a mature student and single parent, she built a career that has spanned the NHS, major universities, the commercial sector, and now Nimble. Today, she specialises in untangling complex challenges and bringing clarity to organisational complexity.
Q: You returned to university as a mature student. How did that shape your perspective on your career?
Amanda: I’ve always loved design, but it wasn’t until after I had my daughter that I went back to study Design Communications. I was a single parent, so it was a daunting move, though one I never regretted.
I’ve built my career through an unconventional route, which allowed me to approach university and early roles with a different perspective. But that experience taught me perseverance. I’ve done the four-hour commutes and the late-night master’s research on trains after a busy day at work, before heading home to my daughter. My advice to anyone thinking about a change is to just do it; you are not defined by your background or your age.
Q: How do you describe Service Design to someone who thinks tech is just “wires and buttons”?
Amanda: Service Design is about understanding and making sense of complex problems – It’s the practice of navigating that complexity, designing clarity, and aligning user value with business value. When a client says, “We need a new CMS system,” my job is to step back, look at the bigger picture and ask: “Do you actually need that, or is there a deeper problem?”
We look at the service “end-to-end” (the customer’s journey) and “front-to-back” (what the staff are doing behind the scenes, and the systems that support them). It’s about spotting opportunities where technology (or other means) can reduce friction for users while also improving efficiency and delivering measurable value for the business.
Q: You’ve worked in some very high-impact areas, including the NHS. What stands out for you from those years?
Amanda: I spent four years at the NHS as a Lead Service Designer, working on the national screening programme and its individual services. Our focus was on improving the experience for people facing cancer and other conditions, while examining the wider service landscape to identify shared pain points and repeating patterns. By spotting commonalities across services, we uncovered opportunities to standardise and reuse elements, cutting duplication and preventing the constant reinvention of internal systems.
I also worked on a fascinating discovery piece using “ambient voice” technology – like a medical Alexa – that listens to healthcare professionals’ conversations so doctors can focus on their patients instead of typing notes. These are the kinds of human problems that tech like AI and design can actually solve.
Q: Who was a major influence on your leadership style?
Amanda: I had a boss early in my career who was a great ‘people’ person. She encouraged us, brought out the best in everyone, and showed me that leadership in design isn’t just about technical skill. It’s about empathy, soft skills, and supporting your team. That’s the approach I bring to Nimble, leadership isn’t just about doing, it’s about guiding, nurturing, and empowering the people around you.
Q: What does International Women’s Day mean to you?
Amanda: This isn’t something that happens once a year – it’s something women navigate every day. It’s about lifting women up and challenging the outdated structures that still exist in parts of the industry. I’ve walked that path and I’ve experienced both the obstacles and the opportunities that come with it.
I want younger women to know they should keep moving forward, even when it doesn’t feel completely comfortable. If you try something and it doesn’t feel right, you can always pivot and adjust your course. You are unique, so trust your strengths and let them guide you.
Q: Finally, what brings you joy outside of work?
Amanda: Being outdoors! I love mountain biking, hiking, and gardening. We recently moved to the Peak District, and I’m completely loving the nature there. I love being with friends and family and the “nice vibe” at Nimble, but I always need to head back to the quiet of the hills to recharge.
