Skip to main content
Service Design (MA)

Sujeet Kumar

With more than 5 years of professional experience in design, technology, and management, I identify as a designer, founder, and entrepreneur. Prior to joining RCA, I have worked on a diverse range of projects for clients that include non-profit organisations, startups, and large corporations. These projects have primarily focused on research, social innovation, digital transformation, and program management. I strive to constantly reinvent myself with the rationale, resolve and readiness required to tackle complex problems that persist within our systems.


  • Royal College of Art | MA Service Design 
  • Imperial College Business School | MBA Electives: (1) Entrepreneurial Journey (2) Wicked Problems & Systems Dynamics
  • Visvesvaraya Technological University | B.E. Information Science & Engineering

Professional Experience 

  • Founding Partner - Dignify Lab LLP (April 2020 - August 2022)
  • Consultant - Sattva Consulting (January 2022 - August 2022)
  • Product Manager - U&I Trust (September 2018 - July 2020)
  • Design Technologist - Moonraft Innovation Labs (August 2017 - July 2018)

Sujeet Kumar - Profile picture

[Forever in pursuit of embracing uncertainty]

Contrary to popular opinion, I am skeptical about abiding by a firm declaration of self-imposed principles. Drawing parallels with the systems that we are part of, I am constantly surprised (not pleasantly on many occasions) by the fluidity and transient nature of our perceived realities. Its fragility and dynamism depicts the very essence of life.

In a world where change is the only constant, I question the notion of anchoring oneself to rigid principles. Are there strong connotations of privilege and power even remotely associated with our well-meaning principles? Or are these beliefs synonymous with something we hold close to our hearts when there are no signs of entitlement and control? Is it then a choice or the only resort? Is it not circumstantial?

I am of the opinion that our ideals are heavily influenced by our ever-changing contextual realities. This is where we enter the territory of uncertainty and ambiguity. The blurred lines and the grey areas. The murky waters and fuzzy zones. This is where I aim to pursue my search for meaning and comprehension through my design practice. 

I currently value the collaborative process of navigating uncertainty to establish and shape a shared vision of our envisioned futures. This process often evokes thought, action and inspiration which helps me envision and realise these realities. As of now, this is the essence of my design practice. This is what drives me. I request you to consider this statement as a snapshot of my journey, rather than a static declaration.

[Captured in the summer of '23 and subject to evolve as time unfolds]


Society often associates individuals with their age. They are expected to behave, set goals, and have a routine solely based on their chronological age. However, can a mere number truly define how a person should live their life? This issue is particularly pertinent to older people, as societal perceptions restrict their opportunities and choices. These ingrained perceptions also influence the regulatory bodies and support systems available to older individuals, resulting in predominantly reactive approaches that limit current services being restricted to medical needs or functional needs of the older people.

One fundamental problem lies in the general categorisation of anyone over the age of 60 as "old", leading to services primarily focused on assistance and care. However, the reality is that the needs of older individuals are evolving and they differ at various stages of their later years. Prior to reaching a stage of complete dependence, they aspire to pursue ambitions, explore new careers, and engage in new hobbies. Despite their strong will, diminishing functional capabilities often prevent them from utilizing regular services. Consequently, older individuals grapple with various emotions, including fear of the unknown, denial of the need to change everyday habits to support their needs, and self-consciousness regarding perceived incapability.

How can we effectively support older individuals during their transition period and help them lead the lives they envision for themselves? With the ageing population projected to double and reach nearly 10 million within the next 15 years, addressing these needs becomes increasingly urgent. It is crucial to move beyond the reactive lens and develop comprehensive support systems that accommodate the evolving aspirations and challenges faced by older individuals.

Aspirations vs Barriers
Aspirations vs Barriers

The Challenge

Governments worldwide are scrambling to address the challenges posed by this demographic shift. This demographic shift has significant implications for all aspects of society, including labour and financial markets, the demand for goods and services, such as education, housing, health, long-term care, social protection, transport, information and communication, as well as family structures and intergenerational ties.

However, the current systems and social structures in place do not adequately support the evolving needs of the older population. Individuals often find themselves navigating these uncertain transitions on their own or with minimal support from their surroundings.

  • As people age, their social circles tend to diminish, resulting in social isolation due to limited opportunities and avenues to form new social bonds.
  • The services designed to provide support and care are often stigmatised and inaccessible due to various barriers, including financial, cultural, and logistical factors.
  • On top of the physical, cognitive, and emotional changes that accompany ageing, individuals also have to contend with the negative stigma associated with growing older.
  • Retirement is rapidly becoming an obscure concept with more individuals leaning towards (or compelled) continuing to live, work and do as they please, without opting for 'retirement' where one ceases to work beyond a certain chronological age.
Insight 1: Drastic change in socialising opportunity
Insight 2: Non-conducive environments for social participation
Insight 3: Retirement: An obsolete narrative
Cycle of Isolation
Cycle of Isolation

The Opportunity

Despite the prevailing negative connotations associated with ageing, it is important to recognize that this view hinders progress for all of us. There is tremendous potential to reshape the narrative in a way that addresses the issue systemically and avoids reinforcing existing negative perspectives. There is a pressing need and opportunity to design environments that foster healthy ageing. We must aim to create inclusive and supportive communities that promote longevity, enabling individuals to lead fulfilling lives as they grow olderAchieving this goal requires collaborative efforts on a systemic level to bring about transformative shifts in the social and cultural landscape.

Service Concept

Our service intends to orchestrate conducive environments for healthy ageing through a network of hyperlocal hubs that serve as a platform for facilitating intergenerational symbiotic exchanges of value through the active involvement of local councils, charities and service providers. We aim to facilitate these engaging opportunities that can be initiated by the community or local organizations within the neighborhoods. Through our strategic partnerships with the borough council, we intend to provide them with the necessary infrastructure and resources required to support these initiatives.

Service Concept
Network of hubs