
Service & UX/UI Design
Creating intuitive designs for everyone
We specialise in crafting user-focused design solutions across a range of disciplines, including UX/UI and service design. Our work is centered on creating intuitive and inclusive interfaces, enhancing customer journeys, and seamlessly aligning business objectives with user needs. From market research and user insights to prototyping and design systems, we deliver scalable, accessible solutions designed to drive impact and meet the highest standards of excellence.
Good design is the core of creating meaningful experiences and driving innovation. It enables businesses to connect with people, solve complex challenges, and stand out in a competitive market. Today’s design landscape is shaped by trends like user-centric design, accessibility, and the growing influence of AI tools, all of which are transforming how we approach creativity and problem-solving.
A key trend for practically all sectors is the acceleration of digitalisation, and good design is an absolute must for successful digital implementations in all businesses, services and products. These opportunities come with their own set of challenges. Businesses often struggle to align design with their goals, ensure inclusivity for diverse users, or adapt to rapid technological advancements.
At AFRY, we’re here to help you overcome these hurdles. Through Service Design, UX Design, and UI Design, we bring clarity, purpose, and innovation to your projects - helping your business create solutions that not only meet user needs but also drive long-term success. Let's design a better future together.

Renowned German industrial designer Dieter Rams once said: “You cannot understand good design if you do not understand people” - and we couldn’t agree more.
The ability to empathise and understand people’s needs and behaviours, plus the context in which a product will be used, is essential for creating compelling products and services.
Our capabilities within Service and UX/UI Design
We are experts in understanding people and translating that knowledge into carefully crafted products and services that are useful, desired and loved. Rooted in Design Thinking and User Centricity, we master most design disciplines, and we take on projects from some of the most successful companies in the world. By prioritising flexibility, simplicity, and empathy in design, we not only deliver cutting-edge interfaces, but also ensure that all accessibility goals are met.
We have brought together the best. This means we draw on the collective knowledge of designers that have driven successful projects for companies such as BMW, Volvo, Scania, IKEA, H&M, Samsung, ABB robotics, Hertz, Sony, Lotus, the BBC and many more.
To cater to your specific needs, our delivery approach is dynamic. We can deliver on the following disciplines as consultants, in design projects or as whole design teams.
- User Experience Design (UX)
- User Interface Design (UI)
- Service Design
- Business Design/Strategic Design
- Market Research & Strategy
- User Research & Insights
- Customer Experience Design (CX)
- Systemic Design
- Inclusive Design
- User test & Prototyping
- Design Systems
- Behaviour Design
- User-Centric Innovation
- Speculative Design
We focus on creating intuitive, seamless, and engaging experiences for users by deeply understanding their needs and behaviours. UX serves as the foundation, ensuring every interaction is meaningful.
The visual and interactive elements of user interfaces are finely tuned to ensure that aesthetics and functionality are perfectly balanced at every touchpoint.
Service blueprints and customer journey maps help us understand and design the entire ecosystem of services, ensuring each touchpoint across a user's interaction with a product or service is optimised for efficiency and satisfaction.
By embedding strategic thinking into the design process, we align business goals with user needs, ensuring that our solutions are not only user-centric but also commercially viable.
Our research team conducts global studies to give new insights on user trends and consumer lifestyles, as a solid base for business and portfolio strategies.
We conduct quantitative and qualitative research to give you deep knowledge and insights about your customer’s and user’s pains and gains. This data driven way of working is key to ensuring both your offerings and business relevance.
We design end-to-end customer experiences, ensuring that every touchpoint, from first contact to support, is thoughtful and consistent across all channels.
We apply systems thinking to solve complex problems by addressing the relationships and interactions within an ecosystem, ensuring holistic and sustainable design solutions.
Accessibility and inclusion are fundamental. We ensure that your products and services are WCAG compliant and usable by people of diverse abilities and backgrounds, embedding inclusivity in every stage of the design process.
Our user testing capabilities are in the forefront, having the latest tools and applications, as well as senior expertise. Using prototypes, including those in AR/VR, we quickly validate concepts and iterate our designs in real-time, reducing risk and enhancing creativity.
Our dedicated team of design system experts creates a consistent design language. Reusable components help you maintain visual and functional coherence across products and services, ensuring that everything we build scales efficiently.
Our behavioural experts outline with deep methodology know-how on how your design can shape and influence human behaviour for e.g. a positive change for climate and society, or other change of interest.
By always putting the user’s experiences, interests and needs in the centre, we can create true innovative solutions that exceed their expectations.
We explore future possibilities of emerging technology and shifting cultural and social trends, with the aim to provoke new ideas for innovation projects and strategies.