User-centred design reveals hidden opportunities. We engage everyone that matters. New sources of value emerge.


Váibmu means heart in North Sami.
What can we do together–that we cannot do apart?


We help media organisations improve their outcomes using the exploratory and collaborative approaches of service experience design.


We conduct participatory user and market research that informs strategic innovation. We work with our customers in all stages of research–with an emphasis on empathy and ethnography methodologies.


We engage with our customers in prototyping and iterative analysis that leads to service design innovation. We engage key stakeholders via direct participation, iterative exploration, design and prototyping.


We conduct service experience design and innovation projects with our customers, drawing from the versatile design thinker’s toolkit. Inclusive methodologies lead us to outstanding outcomes.







Clara Llamas


We work with companies with very diverse challenges in our service design practice. Here are some of our happy clients.


We conduct service innovation projects with companies and institutions internationally. Here are some of our brilliant research partners.


We tweet and write about quirky and inspirational things from our daily work.

Can service design become media’s secret weapon?

This article was originally published in The Media Briefing–the intelligence platform of the global media industry and appeared in the American Press Institute’s “Need to Know” newsletter. Professor Jennifer Pybus, a senior lecturer at the London College of Communication, studies the political economy and architecture of third party applications. In her view, one of media’s main challenges can be found in the algorithmic literacy of its users: “People don’t necessarily want to be challenged. If they see something that confirms their ideological position, they feel more comfortable.” Producers of media services face a double challenge: first, their users should be aware of the flaws inherent in algorithms which are made by humans, may include their biases and, in the words of Vint Cerf, co-inventor of the internet protocol, “may not work exactly the way they were intended or the way we expect them to.” Secondly, how do we develop the critical thinking to understand the innards of our algorithmic digital life? Maybe Spotify highlighting music that conforms our general tastes is harmless: Discover Weekly, Related Artists and Recommended Songs all fill this user need–but in the news ecosystem, the same algorithm might enhance our confirmation bias and work against core creeds of media literacy. What do Leave.EU, #MAGA and conversion rate have common?  In the “transition from mass to micro media”, as Pybus describes the digitisation journey of advertising, consumers benefit from micro-targeting and “appreciate being served only ads that are just for them”. However, the mechanics of micro-targeting are contrary to the information needs of informed citizens, who need to see all the views – not just the ones they like. “There’s a missing link...
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The Trust Project: a call to arms for news media

This article was first published on January 7th 2017 by TheMediaBriefing.com, the intelligence platform for the global media industry. TMB combines original analysis, insight and reporting on industry trends, challenges and opportunities with selective curation of the best articles on the media landscape from around the media world. Over its one and half years of life, the Trust Project has been collecting insight from audiences through a direct dialogue aimed at designing media for trust. Its goal is to help digital news audiences differentiate authentic from inauthentic news by creating signals or “trust indicators”. The Trust Project is composed of a coalition of 70 organisations including BBC, Google, Financial Times, Vox Media, The Washington Post or Zeit Online. Finding out what the public values in the news; what helps people trust news; what has broken their trust or how these experiences and feelings intersect with the mission and values of journalism are some of the questions fuelling the Trust Project. Its director Sally Lehrman, whose journalistic credentials include a Peabody Award and a John S. Knight Fellowship, started the New Media Executive Roundtable and Online Credibility Watch in 1997. Maybe she foresaw a world where fake news could affect the outcome of a US election and where 81 percent of Americans would get at least some of their news through websites, apps or social networks. She explains: “News organisations make a lot of assumptions about their audiences and are not always analysing issues around trustworthiness or credibility” The coalition has started to work on these insights to identify a set of critical signals that could then be converted by...
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