Alison Rushworth is a digital expert with 20 years’ experience in product/service design and digital strategy. She has a proven record in driving business value through innovation, customer strategy, and experience design. She has spent much of her career observing human behavior and turning these insights into engaging and impactful solutions. From teen footballers in east London to FX traders in the City, to mechanics and technicians, Alison is able to engage with diverse groups, and use her skills to identify conflicts in behavior and underlying latent unmet needs.

She is experienced in creating inspiring creative environments for corporate clients that use the inputs from human behavior, market trends, technology, and future visioning to drive divergent idea creation and problem solving. Alison has spent five years at DV, leading and building the design teams in both strategic and experience design. She has worked on a wide variety of B2C and B2B projects with a strong focus on delivering human-centered design within complex B2B environments.

Prior to joining BCG, Alison spent eight years with AKQA leading their digital strategy and user experience design practices.


  • MSc, human-centered systems, with distinction, City University of London
  • Diploma, design and innovation, The Open University
  • BSc Econ, honors, information science and library studies, Aberystwyth University