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Over a 5-year period starting in 2019, researchers from Imagination糖心视频 have聽worked with over 50 staff from the V&A Learning and National Programmes team to co-design a framework to introduce transformative new ways to be user-centric through聽understanding audiences, embedding prototyping and evaluation, and addressing new聽scales of work. From a design research perspective, this collaboration has provided an unrivalled聽opportunity to explore how co-design can catalyse persistent change within an聽organisation. The change we see is in the emergence of new behaviours within the team聽鈥� new attitudes to using data, experimentation, risk-taking and perfectionism.