I work where AI is still uncertain.

The interesting part is not the polished demo. It is the moment before it: when an organization has a real problem, a vague AI possibility and not enough evidence to know what to build.

I come from service design, UX and product work, but the work has always been less about screens than about translation. Between users and teams. Between ambition and constraint. Between the thing people say they need and the work that actually has to change.

AI has made that translation sharper. It can make weak ideas look finished, but it can also expose the real shape of a problem faster than old process theater ever could. My work is to stay close to that edge: ask better questions, build small working things, test them against real use and keep the organization honest about both value and risk.

Since November 2024 I have worked at Svenska Spel Sport & Casino with service design and AI Enablement, including internal AI workflows, CustomGPTs, shared skills, prototypes and needs discovery. Before that I spent more than a decade in service design, UX, strategy and agency leadership across complex digital products and organizations.

PROOF POINTS

Current work

AI Enablement in a regulated organization

Needs discovery, prototypes, shared workflows and practical adoption support where data, risk, value and trust all matter.

Background

13+ years in service design and UX

Early-stage discovery, qualitative research, prototyping, validation and cross-functional delivery in complex digital environments.

Operating mode

Senior specialist without the theater

Leading initiatives, framing decisions and making ambiguous work concrete without pretending every experiment should become a product.