När designfälten talar om “design med människan i centrum” så avses att utgångspunkten för designarbetet ligger på människan och hennes behov istället för att fokus ligger på teknologin. Lovvärt förstås, men knappast tillräckligt. AI-åldern kräver en högre ambitionsnivå än så.

Människan är inte frikopplad från resten av de biologiska varelser och system som samexisterar med oss på den här planeten. I takt med att vi förstår mer och mer av hur våra handlingar påverkar andra varelser — både växter och djur — blir det tydligt att det inte är hållbart att sätta enbart människan i centrum. Det blir relevant att…


NASA satellite image of the Earth with electric lights spanning the globe.
NASA satellite image of the Earth with electric lights spanning the globe.
Photo by NASA on Unsplash

As your design team explores how artificial intelligence (AI) will enhance your products and services, there are a few things to consider. Read on for five tips on how to fast-track your design team to be better at designing AI-infused services and experiences.

Ever since the transition to the experience economy, the connection between service platform and user experience has pushed organizations to actively focus on their customers’ complete service experience beyond concrete and tangible product and interface design. …


Robot playing the piano
Robot playing the piano
Photo by Franck V. on Unsplash

Artificial Intelligence (AI) is continuing to advance. And as with all technology, successful implementation needs a human-centric mindset — today more than ever before. But in many AI initiatives, this critical component is missing. Read about why Human-Centered Design critical to succeed in the AI space, and how you can get started.

The excitement of artificial intelligence (AI) continues. We keep hearing grand promises of a complete re-shaping of organizations and society thanks to big data and AI-powered projects. Media reports on new technical advances, and it’s easy to get the feeling that new “artificial minds” are outperforming humans in…


Photo by Tim de Groot

Artificial Intelligence (AI) has demonstrated enormous potential for creating value and a better future for humanity. AI techniques are being used in a wide range of systems and services, such as in healthcare, where it can assist in surgery, drug creation, X-ray analysis, and patient tracking. In automotive, AI is the foundation for self-driving cars, but also in optimizing logistics, transport, and mobility. In the personal space, Alexa, Siri and Google Assistant are examples of ubiquitous AI-powered technology. And the list goes on: AI is found in Media, Finance, Insurance, Security, Retail, and Customer Service just to name a few…


We live in a society under construction, and we are on the brink of an infrastructure paradigm shift. This is not sensationalist click-bait: it’s the logic conclusion of some simple measurable observations. Here is why:
Communication, energy, and transport (which are the basis of our economy and society at large) are changing rapidly — and to the core — due to breakthroughs in several technology fields. This shift is known as the second, third or even the fourth industrial revolution, depending on who you talk to. …


There is a lot of interest in Service Design, and there is tons of information to digest. In this post, I have focused on books and articles that I found useful during my years in the field. (There are tons of podcasts and great talks on YouTube and Vimeo, but that’s stuff for another post.)

Make sure to check out my Skillshare class on Customer Journey Mapping if you find this topic interesting.

So, here we go:

Level 1. Primers

Super-fast introduction to three common concepts: Design Thinking, Customer Journey Mapping, Service Blueprints, and Experience Mapping:


We live in a world under construction — on the brink of an infrastructure paradigm shift. Such shifts occur now and then throughout history, and they drastically change a large number of people’s reality, and society itself.

Industrial paradigm shifts. We’re now entering the fourth one, with new design opportunities and requirements.

As designers, we need to be able to quickly deploy into new territories, and address problems that our classical toolbox might not be optimized for. As most readers know, we live service-providing economy where 70–80% of the economy is comprised of services. And as the economical standard around the world increases, this will be true globally eventually.


[Spoiler alert — If you haven’t watched Passengers yet, do that first, and then return here. I’m serious, I’m ruining the whole movie plot for you if you continue to read this!]

I have worked with dialogue systems and natural language understanding for several years, and I have seen my share of cringe-worthy sci-fi renderings of human-computer natural language interactions... Nine times out of ten they are unrealistic, unnecessary, and illogical all at the same time. Of course, I still usually enjoy these movies, since I generally like science fiction! …


We live in an experience and service economy. There is a general rule of thumb that 75% of “mature economies” (i.e. economies where most Service Designers operate…) is centered on services. The rest is natural and produced tangible goods.

For less wealthy economies, the natural and produced goods have a higher proportion (see the 2017 World Bank graph below), but as they are developing into wealthier economies, there is reason to believe the service share will increase:

According to World Bank Open Data, services has the majority of the economy share, and as incomes are increasing throughout the world, the demand for service design will increase even more.

This means that there is a lot of work for Service Designers to carry out. The economic driver is there, and the technology…


Photo by Casey Horner on Unsplash

Prototyping Services in Human Spaces

As the (perhaps once outlandish) thought of a complete merge of the analog, physical, digital, and virtual has been established as “the new normal”, we increasingly see the need to integrate interactive services in physical space and objects. And even though designers from all fields have different tools, methods, and approaches to their respective fields, there are certain things that unite us. Our lingua franca consists of mindsets such as divergent thinking, methods such as explorative qualitative research, and techniques such as sketching and visualizations. Most design disciplines also rely heavily on prototyping. …

Pontus Wärnestål

Director of Service Design and Human-Centered AI at inUse. PhD and Associate Professor at Halmstad University. Father of two. I ride my bike to work.

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