Field One studies the people, systems, data and constraints shaping the work. The response is designed from that context, not selected from a standard playbook.
Know the field.Design how business and technology serve people.
Filmed by Matthias Groeneveld.
Field One is a strategic design and advisory consultancy. We help leadership teams understand complex operating contexts, choose a direction, and design the services, products, operating models and technology decisions that follow.
Field One is led by Jana Pejoska and works independently or with specialist collaborators. Field One leads research, strategy and design. Specialist partners join when the work requires technical delivery, communications or additional domain expertise.
The work combines international business experience with practice in IT and data, research and science. People, culture, systems and technology are read together before a direction is proposed.
We examine how habits, trust, incentives and culture shape what people will use, adapt or work around.
We turn strategic direction into products, services, operating structures and practical ways of working.
We make power, access, control, consent, accountability and the consequences of automation visible early.
Jana Pejoska started as a designer in new media and technology, then moved into interaction design and service design, working across the IT sector and service development. She founded OYOs Games, an AR gaming company backed by Microsoft, Nokia, and Aalto University's Appcampus grant, and chaired the board of Finland's Serious Gaming Cluster.
She holds a PhD from Aalto University, where she has researched and taught for eleven years, worked at Helsinki University on a Business Finland project on trust and online learning systems, and was a visiting scholar at MIT, where she worked at the Media Lab.
Her work in consumer technology, interaction design and research led to a continuing question: what does a system ask of the people using it? Field One brings that question into business, service, data and AI decisions before they become embedded.
For research, speaking, and writing, see janapejoska.com.
A name, the challenge, and a rough timeline are enough to start.