Joy is a business of one.

Joy was founded in 2021 by Emma Parnell, a designer with over 15 years experience in design.

During her career, Emma has supported a wide range of organisations to co-design services that work for the people who use and deliver them including NHS Digital, Cancer Research UK and many other charity sector, healthcare and local government organisations. 

Building connection is at the heart of Emma’s work. She is passionate about the relational aspect of service design because ultimately services are delivered by people, for people. Emma loves working alongside people with lived experience of services and frontline service delivery staff to co-design services together. Emma is a champion for inclusive design and equity of access for all - especially in the gender diversity space.

Emma regularly partners with other freelancers or small agencies to deliver projects.