Q&A with James Field, service design lead, Ferguson Ventures
Blake Luse, managing director of Ferguson Ventures, the corporate venture capital (CVC) subsidiary of US-based plumbing and heating product supplier Ferguson, said: “James Field joined Ferguson Ventures in 2019 as a service design lead. CVC is not just about investment, it is about understanding the future and accessing or creating new services to deliver value to customers in that future. James has helped me and our team see into the future and help orchestrate our organization in delivering new services.
“James has been instrumental in expanding Ferguson Ventures’ ability in empathising with customers and designing new services that could better meet our customers’ needs. In leading service design, James plays a key role in onboarding projects by developing a clear understanding of the problem space through empathising with customers and the associates serving them. Leading collaborative activities helps teams build clarity of vision and purpose to continuing to adapt and pursue the evolving opportunity as the solution emerges and develops. James works on both strategic design and service design resulting in a blueprint of what the future looks like and then how we can go make that future a reality. James is working on designing internal ventures focused on launching new services. He is also engaged with our portfolio to help with customer journey mapping, service blueprinting, and other valuable areas that our startups may not have internal.
“James has worked with some of the world’s biggest consumer brands in design offices located in the UK, Germany and China. His focus is on bringing human-centred design methodologies to support the growth and development of innovative organisations. James is also interested in experimenting with new methods, particularly the use of futures thinking to help lead disruption and not be surprised by it.”
1. First, just give us a quick overview of who you work for, what you do, and how long you have been doing it.
I am James Field, service design lead for Ferguson Ventures, the corporate venturing team for Ferguson Enterprises, the largest plumbing supplies distributor in the US. Our team invests in and partners with startups improving the Built World. We specialise in business development, advanced engineering, and since mid-2019 I have introduced service design to our efforts.
2. What attracted you to CVC?
My educational background and professional experience span both business and design. An effective investment strategy should start with clarity of vision and purpose. Design processes help identify customer needs and market trends and also align business needs and opportunities with values that external partners can offer. My ability to apply design thinking techniques to business innovation challenges is a good fit for CVC and I enjoy working in this space.
3. What have been your greatest successes at your unit?
Levelling up our internal alignment efforts and improving our collaboration with partners by bringing groups together early and often in co-creation workshops. This has helped establish a shared understanding of each other’s perspectives and processes to ensure we are moving quickly in a strong direction. Our team has also been heavily involved in leading the exploration of a new business model over the past 12 months. That effort has significantly benefited from the portfolio and networks that have been built over recent years.
4. What have been your biggest challenges?
Helping develop a practical understanding and appreciation of the skills I am able to bring and how they can positively impact the work of the team and the broader organisation. I am constantly reviewing where I can add the most value to the process and also gaining trust and educating others by doing.
5. What is your main professional ambition for the future?
I am excited to play an increasing role in maturing how Ferguson integrates design methodologies into its processes and starts to become part of the fabric of what we do every day. I would like to grow a small team that has a big influence on our approach to addressing innovation challenges and opportunities. I also hope to start sharing our best practice findings with the broader community.
6. What do you think all CVCs could do better to make it a stronger industry?
Empathy is increasingly important in all directions. Take steps to really understand what motivates customers, associates, stakeholders and partners. Investing time to align and define early on is always time well spent.
7. And, finally, for colour, what did you do prior to CVC or in your spare time?
I was previously involved in customer experience design at a retail analytics startup. That helped me develop a deep appreciation for matching customer and business needs. Before that, I was a sportswear designer at the Adidas Headquarters in Germany, and back in the UK where I am originally from, I was part of an entrepreneur program and held various other design roles. I think it is incredibly valuable to bring different perspectives and backgrounds to strengthen your professional work.
