# Sebastian Nause-Blüml > Sebastian Nause-Blüml is a service designer working across service design, user research, product strategy, design leadership and AI-native product building. Comprehensive, self-contained overview of the whole site: the key information is all here, so you should not need to fetch other pages. Each case study is also mirrored as Markdown (linked), and every full transcript is inlined in /llms-full.txt. ## About ### Sebastian Nause-Blüml I turn complex problems into meaningful experiences. My guiding principle is to truly understand the people we are designing for, their needs, behaviours and frustrations. Service Design · User Research · Design Leadership · Building with AI · Journey Mapping · Product Strategy Find Sebastian elsewhere: [LinkedIn](https://www.linkedin.com/in/sebastiannauseblueml/) · [GitHub](https://github.com/schorle0) ### Bio My work sits between service design, user research, product discovery, experience strategy and design leadership. I am strongest in ambiguous spaces: the team knows there is a real problem to solve, but the user needs, service logic, organisational constraints and product direction are not yet clear. I do not start with screens. I start with people, journeys, decisions, behaviours, systems and the moments where a service either works or breaks. From there I help teams decide what should exist, how it should behave, and what needs to change behind the scenes to make the experience hold together. Most recently I was Lead Service Designer at Concordium, where I led service and experience design for privacy-first digital identity products, helped grow Concordium ID to 100,000+ users, built the design and research practice, and mentored a team of designers. I use LLMs and AI tools for research synthesis, opportunity mapping, service concept development, prototyping and building working proof-of-concepts. AI is not just a faster way to produce outputs. It is a way to explore what a service could become, test assumptions earlier, and make strategic ideas tangible. ### What I do **Service and experience strategy** I help teams decide what a service should become: which journeys matter, where value is created or lost, and what needs to change across product, process, people and technology. **User research and discovery** I find the user needs, behaviours, constraints and decision points through research, interviews, workshops and synthesis. The point is not research for its own sake. It is clearer direction. **Journey mapping and service blueprints** I make complex services visible. I map journeys, touchpoints, backstage processes, pain points and opportunities so teams can see how their work connects to the experience. **Design leadership** I bring structure to ambiguous work, get teams aligned, mentor designers and help cross-functional teams make better decisions. I lead through clarity, shared understanding and momentum, not hierarchy alone. **AI-native prototyping** I use LLMs and AI tools to move faster from insight to concept: synthesising research, exploring scenarios, prototyping service interactions, building proof-of-concepts and making future experiences tangible before they turn into expensive commitments. ### On leadership Good leadership means clarity on where we're going. Let people find their own path, and support them where they need it. Leading teams at Tackle, Scoutbase and Concordium, I learned the key is aligning the "what" and the "why," then helping teams decide and work together. I've hired and mentored designers, business developers, researchers and developers. We've worked in person and remotely, from the UK, Denmark, Indonesia, Kazakhstan, Cyprus, Croatia and Ukraine. I like building relationships, sharing knowledge, and creating places where people feel supported enough to do their best work. ### Experience ### Concordium · Lead Service Designer *2024-2026* Led service and experience design for privacy-first digital identity products, from early discovery to launch. - Helped grow Concordium ID past 100,000 users by improving trust, onboarding and product clarity. - Built the design and research practice: research routines, personas, journey maps and shared ways of working. - Mentored three designers and worked closely with product, engineering, compliance and business. - Used LLMs and AI tools for research synthesis, concept work and faster collaboration with technical teams. ### Lineage Labs · Co-founder *2026* A new venture exploring how AI agents can act for people in trusted, verifiable ways. - Set the early service, product and experience direction. - Helped build the MVP using AI-assisted design and development. ### Freelance Service Designer *2021-2024* Service design, research and experience strategy for a range of organisations. - Clients included BP, LEGO, Philips, IDEO, Livework and Veryday. - Helped teams understand user needs and map complex journeys. - Turned research into service concepts, product opportunities and clearer direction. ### BP · Senior Service Designer *2021-2022* Led discovery for a major decarbonisation initiative, working across business, technical and customer stakeholders. - Planned and ran research sessions and workshops. - Turned the findings into future-state journeys, service concepts and prototypes. ### Scoutbase · Co-founder / Head of Product & Service Design *2016-2021* Co-founded a maritime safety and data scale-up serving global shipping customers. - Owned product, service design and customer experience from discovery through pilots to operational delivery. - Worked across research, product strategy, sales, fundraising and customer development. - Turned messy operational realities into a service people could actually use. ### UK Home Office / GDS · Service Designer *2015-2016* Designed processes and internal tools for refugee casework, inside tight policy, legal and operational constraints. - Used research, journey mapping and rapid prototyping to make the work clearer. - Made complex public services more usable for caseworkers and citizens. ### What people say > "Sebastian is a service designer par excellence, who truly masters the balance between rigour and creativity ... he delivers top tier research, conceptual plans, and high-fidelity mockups and prototypes. A true craftsman." **Erasmus Hagen**, managed Sebastian at Concordium > "He consistently demonstrated a strong ability to navigate and shape complex problem spaces, bringing clarity and structure to end-to-end service journeys ... He has a calm, structured way of keeping the right people informed at the right time, enabling smooth collaboration across disciplines and geographies." **Arjun Yadav**, Senior Product Leader, worked with Sebastian at Concordium > "Sebastian brings clarity to complex problems, facilitates great conversations, and challenges ideas in a thoughtful, constructive way. He's a calm, reliable collaborator who raises the quality of both the work and the team around him." **Dario Peric**, reported to Sebastian at Concordium > "He's great at turning ambiguity into clear, buildable solutions, aligning stakeholders fast, and keeping teams focused on the real user problem. Strong craft, strong product thinking, and consistently reliable delivery." **Fran Kuncic**, Product & Project Management, worked with Sebastian at Concordium > "I had no hesitation in asking him to work on challenging and high-profile projects which he tackled confidently. He quickly took a lead role in the design of these new services, while building excellent relationships with colleagues and stakeholders." **Stu Penny**, managed Sebastian at the UK Home Office > "His work on care services was innovative and yet grounded ... he fitted into the team immediately and seamlessly and brought great insight and skill to what he was doing. I can't recommend him highly enough." **Mat Hunter**, Chief Executive, Design Council ### Education ### Royal College of Art, London · MA Service Design *2012 - 2014* The RCA Service Design MA programme is internationally renowned as a pioneer in the field of service design. ### HfG Schwäbisch Gmünd · BA Product Design *2009 - 2012* An industrial design degree focused on problem solving and making the case for design decisions on the merits. ### Contact - **Email:** sebastian.nause.blueml@gmail.com - **Phone:** 0045 5381 7661 ## Case studies ### Concordium > How do you make privacy something people can feel? Concordium is a blockchain and identity startup building trust infrastructure for the internet. As the design team lead I helped turn the Concordium ID app from rough idea to a live app. - **The problem:** Concordium's ID app is provably private, but provable isn't believable. Non-technical people had no reason to feel it, or trust it. - **The solution:** Discovery process to find what makes privacy felt, then leading the design team to turn insights into UX flows and a polished design system. - **Impact:** Launched to the community and growing since: privacy people can see, understand and feel. Tags: Service Design, Research, Identity Case study: https://www.sebastian-nause-blueml.com/concordium.html (Markdown: https://www.sebastian-nause-blueml.com/concordium.md) Link: https://www.concordium.com ### Scoutbase > Could live crew data help prevent accidents at sea? A maritime SaaS startup I co-founded - turning crew sentiment into actionable insight for shipping companies. I built and scaled it from 0 to 1 over four years. - **The problem:** Shipping companies had little insight into the well-being of their crews at sea - a data set highly relevant for accident prevention - **The solution:** Turning crew sentiment into actionable insight for shipping companies - **Impact:** Pilots on 80+ ships · 90% daily response rate · $1m+ raised · Shell as first major customer Tags: Startup, Maritime, SaaS Case study: https://www.sebastian-nause-blueml.com/scoutbase.html (Markdown: https://www.sebastian-nause-blueml.com/scoutbase.md) ### BP > How might BP help fleet managers decarbonise? A discovery project for BP where I led a team of designers. We researched fleet managers at large enterprises (DHL-scale, hundreds of thousands of vehicles) and prototyped how BP could help them decarbonise their fleets. The discovery set the roadmap for an early-stage product BP took further internally. - **The problem:** Enterprise fleets, with vans, trucks and cars in the thousands, were slow to decarbonise. BP needed to know what would actually help - **The solution:** Discovery research with fleet managers, quickly turned into mockups and tested back with them - **Impact:** A roadmap and strategic direction for the early-stage product Tags: Service Design, Energy, Enterprise Case study: https://www.sebastian-nause-blueml.com/bp.html (Markdown: https://www.sebastian-nause-blueml.com/bp.md) Link: https://www.bp.com ### Meisterwerk > How can we improve the conversion rate of our B2B trial customers? A B2B SaaS for SME field-service and craftsman companies. I spoke to over 100 of their customers, including the ones who didn't buy, to understand why trials weren't converting, then turned that research into the features worth building. Trial-to-paid rose from 10% to 30%, helping them reach €100,000 MRR and close their seed round. - **The problem:** Trial users weren't converting, and nobody, including the founders, knew why - **The solution:** Over 100 customer interviews, including the ones who walked away, turned into the workflow features worth building next - **Impact:** Trial-to-paid up from 10% to 30% · €100k MRR · seed round closed Tags: Service Design, B2B SaaS, Growth Case study: https://www.sebastian-nause-blueml.com/meisterwerk.html (Markdown: https://www.sebastian-nause-blueml.com/meisterwerk.md) ### Meta > How might Meta help enterprise admins keep their company secure? A research project for Meta: how IT admins at its enterprise customers keep hundreds of colleagues secure on one of its core platforms, and where the product could help. The throughline was that even hardcore IT security comes down to human behaviour. - **The problem:** Meta needed to understand how IT admins keep hundreds of colleagues secure, and where the product could help. - **The solution:** Watched admins work through a prototype, mapping the journey and the human pain points, like getting people to follow good password practice. - **Impact:** Pain points mapped to prioritised opportunities Meta used to improve the product. Tags: Service Design, Research, Enterprise Case study: https://www.sebastian-nause-blueml.com/meta.html (Markdown: https://www.sebastian-nause-blueml.com/meta.md) ### Philips > How might Philips help both carers and the cared-for? A research collaboration with the UK Design Council for Philips, where I led a team of design researchers. We mapped the whole ecosystem of support around elderly people in care and the family carers beside them, and the very human strain that comes with it. We delivered the findings, themes and opportunity areas. - **The problem:** Philips needed to know what to build for elderly people in care, so we mapped the whole ecosystem of support around them and their carers. - **The solution:** Deeply personal in-home research, building enough trust for people to open up, then synthesised into themes and opportunities. - **Impact:** Findings, themes and opportunity areas. What Philips built from it was theirs to decide. Tags: Service Design, Healthcare Case study: https://www.sebastian-nause-blueml.com/philips.html (Markdown: https://www.sebastian-nause-blueml.com/philips.md) ### Freude > How might a simple app help us appreciate the small moments of happiness? Freude is an iOS app for noticing the small moments that make you happy: a private daily journal that turns forty saved moments into a printed photo book delivered to your door. I designed and built it with a friend, end to end with AI; it's live on the App Store. - **The problem:** The small moments that actually make us happy slip by unnoticed and unrecorded, with no calm, private place to keep them. - **The solution:** A once-a-day prompt, what made you happy today, that saves each moment privately on your phone and turns forty of them into a printed photo book. - **Impact:** A finished, private iOS app, built end to end with AI by two people, live on the App Store. Tags: iOS App, Wellbeing, AI Build Case study: https://www.sebastian-nause-blueml.com/freude.html (Markdown: https://www.sebastian-nause-blueml.com/freude.md) Link: https://apps.apple.com/us/app/freude/id6738605105 ### Way ID > How might we help AI agents show their trustworthiness to users? Way ID gives AI agents a verifiable identity, binding a real person or organisation to their agent so the people it contacts can tell a legitimate agent from a scam. I helped found it: the concept, research, first prototype, and the design and strategy direction. - **The problem:** As AI agents start using email, messenger and other tools proactively, there's no way to tell a legitimate one from a scam. - **The solution:** Bind each agent to the verified identity behind it, so recipients can check who's really there. - **My role:** Founding contributor: concept, research, first prototype, design and strategy direction, and an AI-first design system, built end to end with AI. Tags: AI Agents, Identity, Trust Case study: https://www.sebastian-nause-blueml.com/wayid.html (Markdown: https://www.sebastian-nause-blueml.com/wayid.md) Link: https://way.je/ ### RAWR > Could we encourage kids' creativity by turning drawings into temporary tattoos? RAWR turns a child's real drawing into a temporary tattoo they can wear and show off. Snap the artwork, tap once, and it's printed and posted to your door. A playful mobile app I designed and built solo, end to end, with AI; launching on iOS and Android soon. - **The problem:** Kids make things by hand, off a screen. That creativity is worth amplifying, not replacing with more screen time. - **The solution:** Photograph a child's drawing, add stickers if you like, and tap to order. RAWR prints it as a temporary tattoo posted to your door, so they can wear their own art. - **Status:** A playful mobile app, built solo end to end with AI; in development, launching on iOS and Android very soon. Tags: Mobile App, Kids & Creativity, AI Build Case study: https://www.sebastian-nause-blueml.com/rawr.html (Markdown: https://www.sebastian-nause-blueml.com/rawr.md) ### UK Home Office > How might we help government caseworkers resettle refugees? During the Syrian refugee crisis I was design lead on a Government Digital Service team in the Home Office, helping build digital tools for the caseworkers, local authorities and charity groups running the resettlement process. - **The problem:** The resettlement effort ran on Excel sheets and Post-it notes, and was overwhelmed by the volume almost immediately - **The solution:** Mapped the real process on a blueprint, researched with caseworkers, local authorities and charities, and fed early GOV.UK prototypes - **Impact:** Shipped as a live GOV.UK service (part of GDS), used by caseworkers to resettle Syrian refugees more efficiently Tags: Service Design, Public Sector Case study: https://www.sebastian-nause-blueml.com/ukhomeoffice.html (Markdown: https://www.sebastian-nause-blueml.com/ukhomeoffice.md) ### LEGO > How might LEGOLAND improve the visitor journey around breaks and refreshments? A short in-park research engagement at LEGOLAND Billund, mapping how families take breaks between the rides (coffee, lunch, a place to sit), where that worked, and where the park could improve. - **The problem:** A family's day sags between attractions, and the park had no clear picture of where the breaks failed them. - **The solution:** Hours of in-park user research, journey-mapping the break experience for kids and grown-ups alike. - **Impact:** A research report and opportunity areas for the break experience. What LEGOLAND did with them was theirs to decide. Tags: Research, Experience Case study: https://www.sebastian-nause-blueml.com/lego.html (Markdown: https://www.sebastian-nause-blueml.com/lego.md) ## Contact - Email: sebastian.nause.blueml@gmail.com - LinkedIn: https://www.linkedin.com/in/sebastiannauseblueml/ - GitHub: https://github.com/schorle0 - Substack: https://sebastiannauseblml.substack.com ## More detail - Full text, every case-study transcript inlined: https://www.sebastian-nause-blueml.com/llms-full.txt - Per-project Markdown: https://www.sebastian-nause-blueml.com/concordium.md, https://www.sebastian-nause-blueml.com/scoutbase.md, https://www.sebastian-nause-blueml.com/bp.md, https://www.sebastian-nause-blueml.com/meisterwerk.md, https://www.sebastian-nause-blueml.com/meta.md, https://www.sebastian-nause-blueml.com/philips.md, https://www.sebastian-nause-blueml.com/freude.md, https://www.sebastian-nause-blueml.com/wayid.md, https://www.sebastian-nause-blueml.com/rawr.md, https://www.sebastian-nause-blueml.com/ukhomeoffice.md, https://www.sebastian-nause-blueml.com/lego.md - Pages: https://www.sebastian-nause-blueml.com/ , https://www.sebastian-nause-blueml.com/work.html , https://www.sebastian-nause-blueml.com/about.html , https://www.sebastian-nause-blueml.com/thoughts.html