Cassie Hornsby-Waide

Cassie wonders why.

As our HCD Lead, Cassie blends scientific rigour with strong ethical practice to understand the complexities of people’s lived experiences and the conscious and subconscious factors that influence behaviour.

Driven by her curiosity for social and behaviour change and passion for improving public policies and services, Cassie spent the last few years working in design research and consulting for organisations like ThinkPlace, Deloitte Digital UK and the UK’s public sector programmes. She brings over six years of experience leading multi-disciplinary teams across Kenya, Tanzania, South Sudan, Ethiopia and Senegal through collaborations with UNICEF, Aga Khan Foundation, JSI, The Nature Conservancy, SightSavers and Johnson and Johnson, sharpening her skills in service design, prototype design and usability testing along the way.

Cassie holds a BA in Experimental Psychology at the University of Oxford and speaks fluent French and conversational Spanish. When she’s not working with people, you can find her in the front row of her weekly dance class or at the studio firing her latest creation.