British Interactive Media Association:

Smart’s Ruby Steel honored in prestigious 2017 Top 100 list


This week the British Interactive Media Association honors their Top 100: a list of digital trailblazers that embody BIMA’s values of innovation, community enablement, and diversity in the digital economy.

Smart Design’s Ruby Steel has been selected as an honoree in 2017’s list, for her recent contribution in driving design innovation and excellence, as featured on BBC2’s TV show The Big Life Fix.



A senior design strategist, Ruby is committed to making people’s lives better through the power of design. Through the Big Life Fix she was able to create some ingenious new solutions to everyday problems, building life-changing solutions for two people in challenging circumstances – a man burdened by communication problems precipitated by locked-in syndrome, and the other facing sight obstacles from a condition known as Cone Dystrophy. With more than eight years working in user-centered research, co-creation, and product, service and experience design, Ruby was able to bring her expertise to the fore in solving these challenges, including her experiences on several of Smart’s projects spanning healthcare, media and transportation.

The BIMA 100 were chosen from public nominations by a selection panel of industry experts, chaired by Lawrence Weber and Nadya Powell. The honorees will be celebrated at at a London event on Tuesday 9 May.

Find out more about the BIMA Top 100 at

May 2017