Journey Orchestrator @ IKEA Global

Pablo Suzarte

AI-Enhanced
Designer.

Shaping how design works with AI in professional environments.

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Pablo Suzarte
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01

About

AI is changing how we design. My focus is understanding what that means in professional environments and building it.

I designed my own AI workflow adapted to how I think as a designer. I share it with colleagues and remove every technical barrier so they can experience it too.

At IKEA Global, I'm a Senior Product UX Designer and Journey Orchestrator working in customer support. I connect silos, bringing teams together across product, business, data, and support to turn journey research into prioritised action.

02

AI and Design

AI is not a side experiment. It is how I design. At IKEA Global I use it every day to move from research to decisions faster, connect silos across product, business, data and support, and help teams ship what matters instead of debating what to build.

AI enhances the designer. It does not replace us. We bring the brains, the context, the storytelling. AI helps us build what we could not before. What I build in public is that thesis, tested in the open.

I orchestrate with

Claude
ChatGPT
Gemini
Copilot
Terminal
03

Experience

IKEA

Senior Product UX Designer

May 2022 to Present Malmö, Sweden
  • Journey Teams, Journey Orchestrator (Jan 2025 to Present). Orchestrating the redesign of a complex global process connected to the Growth Plan, strengthening collaboration across PEDEX and Retail. Led research across 5 markets combining journey mapping, stakeholder interviews and video storytelling. 16+ teams aligned across the digital and retail landscape; Retail adopting the approach as a model.
  • Insikt (Mar 2024 to Sept 2025). Orchestrated a coaching and performance tool adopted in 18 countries by 1,800+ co workers, team leaders and quality specialists. By end of 2024 it had enabled 3,100 coaching sessions, 1,300 missions and 18,400 XP through gamified learning tied to business KPIs.
  • GIX Mentor Program, Mentor and Experience Designer (Sept 2023 to Dec 2023). Designed a 3 month mentorship for 4 design interns embedded across product teams. Combined learning by doing with expert guidance in research, service design and product UX.
  • The Voice, Orchestrator (Jun 2023 to Dec 2023). Shaped a collaboration model connecting siloed tools and teams across PEDX and Retail. Pilot reduced lookup time from 300 to 22 seconds and later inspired both Journey Teams and Insikt.
  • Resa, Service and Product UX Designer (Jan 2023 to May 2023). Explored how journey insights could be captured, connected and scaled across Customer Support and Returns. Informed OKRs linked to experimentation and customer satisfaction.
  • Customer Support Management Vision (Sept 2022 to Dec 2022). Led co creation of a north star vision for the future of Customer Support and Returns. Aligned stakeholders across PEDX and Retail through workshops, storytelling and design critiques.

Prisjakt

Senior UX Designer → Lead Designer → Lead B2B Designer

Aug 2019 to Jan 2022 Malmö, Sweden
  • Lead B2B Designer, Prisjakt B2B (Nov 2020 to Jan 2022). Lead designer for Business Center, Prisjakt Insights and Partners Portal. Lead B2B UX Researcher, contributor to B2B Core Marketing, Mentor program and Design System.
  • Lead Designer, Category Domain, Prisjakt.nu (Sept 2019 to Nov 2020).
  • Senior UX Designer, Web Team, Prisjakt.nu (Aug 2019 to Sept 2019).

pablosuzartemedia

Owner, self employed

Jan 2016 to May 2022 Malmö, Sweden
  • Independent service and product design practice running alongside full time roles.
  • Clients across healthcare, telecoms and digital products.

Stenson Consulting AB

Senior UX Consultant

Dec 2018 to Mar 2019 Copenhagen, Denmark
  • Helped build a new Telecom Platform.

Hero Gaming

Senior User Experience Designer

Oct 2016 to Feb 2019 Malmö, Sweden
  • Designed end to end experiences for gaming platforms across desktop and mobile. Led UX for new feature development and platform concepts.

Finn Medicinen

UX Consultant

Aug 2016 to Oct 2016 Malmö, Sweden
  • Developed a system to help patients take their prescription pills.

Mobenga / PlayTech

Interaction / UX Designer

Mar 2013 to Sep 2016 Malmö, Sweden
  • Worked with Ladbrokes, William Hill, PaddyPower, Gala Coral, Fortuna (Czech Republic), Marathon bet (Russia) and Sisal (Italy) on betting platforms across desktop, tablet and mobile.
  • Delivered user journeys, wireframes, prototypes and usability testing. Synced daily with product owner, scrum master and development team.
  • Represented Mobenga at the ICE Gaming convention in London with 50+ presentations to designers, investors and management.
  • Streamlined Sketch into the Mobenga and Ladbrokes UX workflow through training, workshops and interactive examples. Ladbrokes adopted Sketch as their sole UX tool across Sportsbook, Casino and Multi channel product teams.
  • Previously joined as Intern (Mar 2013 to May 2013): UI designs, prototyping and usability testing.
04

Skills

01

Top skills

  • AI-Enhanced Design
  • Journey Orchestration
  • Service Design
  • Claude Code
  • Cross-team Collaboration
02

Design & Strategy

  • Journey Orchestration
  • Experience Strategy
  • Service Design
  • Information Architecture
  • Product Thinking
  • Systems Thinking
03

Research & Facilitation

  • User Research
  • Workshop Facilitation
  • Journey Mapping
  • Stakeholder Management
  • Usability Testing
  • Insight Systems
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AI Design & Build

  • AI-Enhanced Design Practice
  • AI Workflow Design
  • Agent Orchestration Claude Code, Gemini, Codex
  • Context Architecture & Project Brain Design
  • Memory Systems git-synced, cross-device
  • Prompt Engineering & Reusable Playbooks
  • CLI Tool Building open source (lexaikon)
  • Multi-Agent Coordination & Sub-agent Design
  • Claude Code Hooks & Automation
  • Rapid AI Prototyping idea to live in one session
  • Full-stack Shipping with AI Astro, Vercel, TypeScript
  • Human-AI Collaboration Design
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Build & Ship

  • Figma
  • Miro
  • Prototyping
  • HTML / CSS / JS
  • TypeScript
  • Astro
  • React
  • Tailwind
  • Vercel
  • GitHub

Education

Malmö University

Bachelor's degree, Interaction Design

2011 to 2014

Certifications

Situational Leadership II

IKEA · Issued Feb 2026

SCRUM

Certified

05

Writing

Thinking out loud about where service design, AI collaboration, and project intelligence meet.

AIDesign PracticeReflection

Pretty Crap In, Pretty Crap Out

A month ago I was not sure where designers fit in an AI world. So I built 19 projects in 29 days to find out.

4 min read
Read article
Service DesignAI CollaborationProject Intelligence

Shared Cognition

What happens when a Service Designer starts orchestrating how humans and AI think together

12 min read
Read article
06

Let's talk

Looking for Head of UX, UX Director, and Principal Designer roles in product organisations that want to be genuinely outcome-led.
Based in Malmö open to Sweden, Copenhagen, and remote-first Europe.

Connect on LinkedIn ↗ or email me directly ↗