Field Map

A precise reading of the field makes the next move clearer.

Field One combines research, strategic design and expert advisory to define what the situation requires and what the organisation can realistically carry forward.

Know the field.Design how business and technology serve people.

Filmed by Matthias Groeneveld.

Six ways to work with Field One. Each can be booked on its own or combined.

01 Field ScanUnderstand the conditions before acting. +

A Field Scan brings together interviews, workshops, existing evidence and the data you already have. It maps the relationships, dependencies and practical conditions shaping the organisation. The result is a grounded view of where you are, what needs attention, and where change may be worth making.

When clients call us: Something isn’t working, and different people explain it differently.
What you get: A findings report, a map of the service or system, and a short list of where change is worth making.

Capabilities

Research
Interviews
Service and system mapping
Journey mapping
Stakeholder alignment
Trust and risk mapping
Data-practice review

Typical formats

Diagnostic
Discovery phase
Research sprint
Leadership briefing

02 Field DirectionDesign a considered strategic choice. +

A Field Direction takes a situation that is still broad, uncertain or contested and turns it into a small number of relevant options. We weigh those options against what the organisation can actually carry, then help make a clear, informed commitment.

When clients call us: Leadership has to choose a direction, and the options are still broad or contested.
What you get: A small set of worked-through options, a recommendation weighed against what the organisation can carry, and a decision leadership can commit to.

Capabilities

Strategy
Future direction
Concept framing
Scenario work
Prioritisation
Decision support

Typical formats

Strategy sprint
Concept direction
Leadership workshop
Opportunity portfolio

03 Design FieldworkDesign products, services and experiences people can use. +

We design new products and services, improve existing ones, and make complex experiences easier to understand and use. The work can include research, journey mapping, service concepts, interaction design, prototyping, testing and implementation support. We start with how people actually work and live, then shape an offer that makes sense in the real conditions around it.

When clients call us: A product or service works on paper, but people struggle to use it.
What you get: Tested concepts or prototypes, journey maps and designs ready to build, with support through implementation.

Capabilities

Product design
Service design
Experience design
Customer journeys
Prototyping
Usability testing
Inclusive and accessible design
Implementation support

Typical formats

Product discovery
Service concept
Experience redesign
Prototype sprint
Embedded design support

04 AI Ready by DesignMake AI useful, accountable and possible to live with. +

AI work begins with the work itself: where value may genuinely be created, what data and decisions are involved, who needs to understand or trust the result, and what people will need in order to question, use or refuse it. We shape practical AI directions, prototypes, governance and adoption conditions, with specialist collaborators where needed.

When clients call us: You want to use AI, and need to know where it genuinely helps and what it requires.
What you get: Prioritised AI use cases, a pilot or prototype, and governance, AI literacy and human oversight practices that help you prepare for the EU AI Act.

Capabilities

AI opportunity framing
Human-centred AI
Service design for AI
AI adoption
Responsible AI
Governance
EU AI Act readiness
Prototyping

Typical formats

AI readiness scan
Use case design
Pilot design
Adoption framework
Leadership briefing

05 Organisation by DesignShape the conditions that make change workable. +

A product, service or strategy only works when the organisation can carry it. We work with roles, capabilities, operating models, internal services, decision-making and culture so that change becomes part of ordinary practice rather than a temporary project.

When clients call us: A change is decided, and the organisation now has to carry it.
What you get: Clear roles and decision rights, a workable operating model and a plan for making the change part of daily practice.

Capabilities

Operating model design
Organisational change
Internal service design
Roles and capability building
Culture and adoption
Implementation planning

Typical formats

Transformation programme
Operating model review
Change design
Leadership alignment
Embedded advisory

06 Field AlignmentBring people together around a meaningful decision. +

Workshops and focused sessions that bring the field into the conversation. We guide groups to see the same issue, work through the choices, make decisions and move. When one well-framed session is enough, an Expert Briefing offers a clear pathway forward.

When clients call us: Several groups need to agree, and the conversation keeps stalling.
What you get: Facilitated sessions that end in shared decisions, with a written record of what was agreed and who owns it.

Capabilities

Facilitation
Stakeholder alignment
Co-creation
Decision-making
Leadership sessions
Expert briefings

Typical formats

Leadership workshop
Cross-functional working session
Expert briefing
Design sprint
Strategic offsite

Selected work

Work led by Jana Pejoska, PhD, founder of Field One.

MyData Global · Ongoing

AI Voices: a podcast series led by members

Design Fieldwork →

Situation

MyData Global has a wide network of members with deep expertise in data and AI. The aim was to strengthen its presence, both within the community and with the wider public.

Work

Proposed and designed AI Voices, a podcast series that brings members’ expertise to the questions people are asking about AI right now. I host the series and plan how it runs across the organisation’s channels and communications.

Status

Under way. The first episodes are being recorded, and the channel plan is being put in place.

Aalto University IT Services · 2024–2026

A service design approach to AI adoption and compliance

AI Ready by Design →

Situation

Legal, HR, IT, finance and end-user services each held part of how AI tools could be adopted. Five overlapping processes needed to become one shared service.

Work

Took a service design approach: brought stakeholders from every unit together, mapped the journey of each group inside the university and combined their needs into a single service.

Outcome

Service blueprints, journey maps and maintenance roadmaps, now used by cross-functional teams.

Business Finland · Research and industry · 2020–2022

Algorithmic trust in online learning platforms

Field Scan →

Situation

A Business Finland project combining academic research and industry practice. Two AI-driven learning platforms, Reaktor’s Elements of AI and Rockway, were already in use. Did learners trust what the systems recommended, and on what basis?

Work

Led the AI ethics research as a study of the human and technology relationship: designed the trust research across both platforms and ran studies with more than 1,500 users, focusing on transparency in recommendations.

Outcome

A clearer picture of how learners read trust and transparency, input into the next versions of both platforms, and continued use in education and AI policy discussions.

When the work needs more than one discipline

Some fields and projects need more than one expertise and perspective.

Field One leads the strategic design work. When a challenge calls for specialist expertise in AI, research, strategic communications or another field, we form a focused team around the work.

Working Together →

Humane Technology by Design →

Contact

A name, the challenge, and a rough timeline are enough to start.

Book a 30-minute conversation