Sherryn Macdonald

Sherryn infuses human insight into the strategic and creative thinking within DNA. Her ten years working as a cognitive behavioural therapist and masters in environmental psychology means she is an expert in modeling people's cognitive processing, personal value systems and behavioural habits.  Sherryn brings balance to resolving business issues by reframing problems from a customer perspective, believing innovation lies within customer value.  She has a particular interest in emergent technologies, creating insight tools to ensure digital solutions designed today will be of value for people in the future. More recently Sherryn has taken her wholistic view of people into the wholistic practice of service design.