Insights
Plain thinking on brands, service design and AI.
Practical writing for business owners and teams: how AI now shapes the way customers see you, how to capture what your business knows, and what to do first.
Designing for Two Users: Service Design in the Age of AI Agents
Every service now has two users: the customer, and the AI assistant acting for them. What agent experience (AX) means, what an assistant needs that a person doesn't, and how the classic service design tools, from personas to the service blueprint, gain one more lane.
Service Design Is Back. This Time, It Builds the AI
Most AI projects fail on fit, not on the model. The AI industry's answer, the forward deployed engineer, is doing what service designers have done for forty years. Which service design techniques from academia and practice matter, what they used to produce, and how each one now translates into building AI systems that work.
Brand & Identity
Your Brand Identity Is Now a Dataset
Brand identity is what a business is; brand image is how it is seen. AI assistants now assemble that image from data, mostly data someone else published. Why the identity has to become explicit, how service design gets it out, and how one knowledge base can serve a business inside and out.