Senior UX & Service Designer @ IKEA

Pablo Suzarte

Fragmented knowledge,
shared capability.

CX and IKEA business value creation in Conversational AI. I bring an operations mindset to design, connecting people, systems, and processes.

See my work LinkedIn ↗
Pablo Suzarte
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01

About

I bring an operations mindset to design. I am an orchestrator and systems thinker who connects people, systems, and processes to turn fragmented knowledge into shared capability. Across four years at IKEA I have identified opportunities, aligned cross-functional teams around shared problems, and built the structures, tools, and frameworks that move organizations from insight to action.

AI is the latest domain where I apply that skill. I approach it not as a technology challenge but as a capability challenge, helping people and teams adopt AI to remove friction, make better decisions, and work more autonomously. My focus is scalable ways of working that deliver quick wins, build long-term impact, and make collaboration effortless across disciplines.

Today I focus on CX and business value creation in Conversational AI at IKEA, identifying where AI agents create value across customer journeys and, as Principal Designer on Project Certainty, orchestrating the Billie track.

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 UX / Service Designer

May 2022 to Present Malmö, Sweden
  • Conversational AI & Agentic AI Capability Mapping (2026 to Present). Identifying where AI agents can create customer and business value across IKEA journeys. Created a Capability Mapping framework to define customer problems, outcomes, scope, inputs, outputs, ownership, experience principles, and success measures before development.
  • AI Enablement & Capability Building (2025 to Present). Enabled 15+ colleagues across design, product, engineering, analytics, strategy, support, and leadership to use AI in real workflows connected to Jira, Confluence, SharePoint, Power BI, and internal IKEA tools.
  • Project Certainty (May 2026 to Present). Principal Designer on the Billie track, orchestrating across Billie, Customer Message, and Hantera to reduce avoidable "where is my order?" contacts by improving order visibility between confirmation and dispatch.
  • Journey Teams (Jan 2025 to Jan 2026). Orchestrated cross-functional journey work connected to IKEA's Growth Plan. Led research across five markets using journey mapping, interviews, co-worker insights, and video storytelling to make pain points actionable across 16+ teams.
  • Insikt (Mar 2024 to Sept 2025). Orchestrated the design and delivery of a coaching and performance tool adopted across 18 countries by 1,800+ co-workers, team leaders, and quality specialists.
  • The Voice (Jun 2023 to Dec 2023). Initiated a collaboration model connecting siloed tools, teams, and knowledge. The pilot reduced lookup time from 300 to 22 seconds and later inspired Journey Teams and Insikt.
  • Internship Mentor Program (Sept 2023 to Dec 2023). Designed a three-month mentorship program for four design interns embedded in IKEA product teams.
  • Resa (Jan 2023 to May 2023). Explored how journey knowledge could be captured, connected, and scaled, creating the foundation for later journey-management work.
  • Customer Support Management Vision (Sept 2022 to Dec 2022). Led the co-creation of a north-star vision for Customer Support and Returns.

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
04

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
05

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

Open to conversations about CX, Service Design, and Conversational AI, and about helping teams turn fragmented knowledge into shared capability.
Based in Malmö, open to Sweden, Copenhagen, and remote-first Europe.

Connect on LinkedIn ↗ or email me directly ↗