That’s my spot.

Good AI is service design-led.

Every organisation is scrambling to realise value. But success is bigger than automation– it's adoption.

  • Can your customers, employees and leaders easily share intent, nuance, or ideas with machines?

I’m talking about Service Intelligence™. This is a layer in the architecture of AI systems that changes behaviours by allowing everyone to refine features and drive innovation.

This is the era of Service Intelligence™.

Follow me to learn how service design is rapidly evolving, what we do today, and what that means for your projects, people, and technology.

Services

DX design

Decision Experience

AI-driven products misfire when business rules are spread across inboxes and tribal memory instead of code. Decision Experience (Dx) design unlocks that hidden information and applies it as rules, logic, and services that support seamless journeys.

001. System thinking

Team: Publicis Sapient

Challenge: Experience providers in tourism have a data problem. They can't get it quickly or use it confidently. During an experience is where they struggle to act on data accurately to meet the expectations of visitors.

Solution: We developed a system that allows the performance of different types of experience providers to consistently uphold NEOM design and experience values.

  • Success in systems thinking is when the right outcomes happen naturally. At NEOM, success meant creating invisible frameworks that allowed service providers to respond intuitively to visitor needs without manual intervention.

  • An invisible system supports user interactions without being seen. It’s managed by aligning backend workflows, streamlining data flows, and making technology feel seamless. At NEOM, it meant designing systems that quietly worked behind the luxury experience.

  • I think of it like stage lighting in a theatre—it’s invisible to the audience but essential for the show. By aligning operational capabilities with user touchpoints, we ensured NEOM’s systems worked behind the scenes to deliver a flawless experience.

  • Invisible systems create trust. When users don’t notice friction, they trust the experience. At NEOM, we reduced visible effort for users and providers alike, making the experience feel intuitive and reliable.