October 2018 - January 2019


Tackles loneliness by turning 'having a haircut' into a social occasion.

Solo research & delivery

Loneliness afflicts 1 in 5 people in the UK, and is especially prevalent amongst marginalised groups. Through listening sessions, interviews and an empathic experience, I explored loneliness’s impact upon LGBT+ men.

The only way to tackle loneliness is for people to form meaningful, reciprocal connections with their peers. Devising a solution entailed customer journey mapping, service blueprints, co-design sessions and experience prototyping.

An early customer journey map. Activities included service advertisements, co-design and experience prototyping. A service blueprint for Bayard's Travelling Barbershop. A hero shot showing the van's interior.

Bayard’s Travelling Barbershop transforms the chore of ‘having a haircut’ into an experience for LGBT+ men to look forward to. Every aspect of a visit, from greeting to seating, has been reframed as an opportunity for deep and meaningful conversation.