bol & AI

AI Service designer: connecting Design (UX), Technology and Business

I’m the sole service designer in the Generative AI "space" at bol, connecting Design (UX), Technology and Business across complex initiatives. I work across multiple journeys and projects, from legal frameworks to implementation to building tools, orchestrating innovation along the way, all within the Generative AI space at bol. What may seem chaotic to others is, for me, service design: fast-paced, dynamic, and about weaving connections like an innovation spider in a web. To share this, I’ll highlight aspects of my work as a constellation rather than a single case.

Context & Strategy

As a Service Designer at bol, I guide the organization through a major transition toward a digital and automated work environment.

AI isn’t plug and play. It’s rethink and reshape.

I design and implement generative AI tools and map complex workflows. Through user research and co-creation, I uncover challenges and opportunities, embedding user needs into every solution. By facilitating workshops and aligning stakeholders, I drive innovation, support change, and deliver value.

Every innovation project at bol must prove its value by being tested, data-driven, and tied to clear KPIs and business targets. In the Generative AI space, my work delivers impact across three focus areas: accelerating workflows (30–40% faster content production), reducing costs (20–30% savings through efficiency and AI), and scaling content creation to drive measurable GMV growth and long-term business value.

Service Design

My Journey

From building a case to implementation, I take ownership of the full journey. We start with a design sprint, first understanding and then defining the challenge. From there we create a proof of concept, which we test and validate through experiments and pilots. By learning, iterating, and gathering data, we build a solid case for investment. Once validated, we move into implementation, bringing solutions into the operation, adapting workflows, and proving their value. The journey continues with support, maintenance, and scaling to ensure lasting impact.

Implementation Journey

I implement processes and Self-Service AI tools, rolling them out to 5,000 people through a newly designed onboarding program. I run workshops, create guidelines, pilot test solutions, train ambassadors, update workflows, and support the launch with talks and events.

New Workflows & Journeys

AI isn’t plug and play. It’s rethink and reshape.

Baseline Flow

I conducted client interviews, mapped current and future workflows, identified pain points, proposed KPIs, and established a baseline to set targets and guide innovation over the next year.

Service Blueprints

For complex initiatives spanning multiple apps and teams, I map current and future states using service blueprints, capturing both the “as-is” and “to-be” journeys. These blueprints serve as the foundation for implementing automation, agentic AI, and connected workflows. My learning is that blueprints work best as living tools rather than static PDFs, and I aim to evolve them into interactive, continuously updated journeys (for example, using tools like TheyDo).

Workshops: Design & Facilitation

I design and facilitate workshops at all three levels, from MT to cross-functional teams to end users.

UX Design

The design (testing,building,validating) of 6 AI self-service tools for usage inside the company.

Learn, test, iterate in the building phase.

UX Research

Usability testing

Collaborating (with users & developers)

Pilot testing

Experiments & Business cases

Experiments are one of the first steps in my service design journey, I explore where and how AI can be implemented, including personalization, by creating proofs of concept and testing them with the business. Together we gather data, validate assumptions, and build business cases to generate momentum and ensure every initiative is grounded in measurable value.