Sebastian Nause-Blüml seated against a pink wall, laughing

Sebastian presenting on stage to a seated audience

Sebastian gesturing in front of a service blueprint covered in sticky notes

Sebastian working at a laptop by the warm light of a wall lamp

Sebastian Nause-Blüml

Service Design Lead · Experience Strategy · AI-native User Experience

I help teams make sense of complex services, user journeys and product ecosystems, then turn that into clearer direction.

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.

Sebastian sitting on a step, jotting in a notebook with a coffee glass beside him

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.

Sebastian talking through a large service blueprint pinned to the wall, gesturing as he explains it

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.