Art & UX

Essays, talks, and frameworks on how craft, storytelling, and agentic AI are reshaping UX and service design in regulated, complex systems.

  • Clear mental models and practical frameworks (not trend commentary).

  • NDA-safe examples from healthcare/insurance and enterprise platforms.

  • Materials you can reuse: workshop prompts, templates, and decision checklists.

See featured essays

My articles on Substack

Invite me to speak

Topics

Agentic AI • Service Design • Storytelling • DesignOps • Accessibility

Featured collections

Leading in the agentic AI era

Robot with a human form showing a Thumps Up

Beyond AI tools: redesigning research, strategy, and DesignOps when agents become part of the workflow.

Includes: guardrails, evidence trails, and dual-mode experience patterns.

The service design symphony

Generic image show a conductor interacting with an system

Choreographing human + AI experiences across channels, teams, and backstage constraints.

Includes: blueprint-first decisions, handoffs, governance, and measurement.

From pixel to ecosystem

Digitally human head shape form made up with 1 an 0 elements showing a futuristic world

How classical storytelling principles guide the shift from UI screens to system-level services.

Includes: narrative arcs for journeys, stakeholder alignment, and adoption.

Tracks

What you get

  • A practical definition of agents vs agentic workflows (in product teams).

  • Patterns for reliability: structure, sources, checks, escalation.

  • Dual-mode UX: deterministic paths + AI assistance without black boxes.

Track 1 - Leading in the agentic AI era

Example posts

  • Agents in regulated UX: where they help, where they fail

  • Designing evidence trails for AI outputs

  • A checklist for safe dual-mode interfaces

Frameworks

Canvas: Agentic workflow audit (signals, risks, controls)

What you get

  • Blueprinting for AI: connecting intent to backstage rules and handoffs.

  • How to scale change: governance and DesignOps that make work stick.

  • Measurement: turning journey hypotheses into KPIs teams will adopt.

Track 2 - The service design symphony

Example posts

  • Why blueprint-first beats UI-first in multi-stakeholder journeys

  • Service design governance: rituals that protect learning

  • Metrics that matter: effort, adoption, support demand

Frameworks

Template: Blueprint-to-backlog mapping (handoffs and owners)

What you get

  • Story structure for complex services (set-up, tension, resolution).

  • Narrative alignment for stakeholders without overselling.

  • Designing for adoption: the moment after launch.

Track 3 - From pixel to ecosystem

Example posts

  • The journey as a story: turning friction into plot points

  • From UI polish to ecosystem clarity: where seniority shows

  • Adoption is the ending: designing the last mile

Frameworks

Worksheet: Narrative arc for journeys
(problem, stakes, proof, next step)

Speaking & workshops

I give talks and run workshops for product, design, and leadership teams. Formats are adaptable: 30-minute talk, 60-minute deep dive, or 2-3 hour working session.

Formats:

  • Talk: From Journeys to Systems (service design in complex platforms)

  • Workshop: Blueprinting with AI - where to automate, where to keep humans in the loop

  • Talk: UX storytelling for stakeholder alignment and adoption

Contact me
Maarten van Heiningen presenting at the last a.s.r. Design Symposium about Service Design. On a big screen behind him there is a presentation slide explaining Service Blueprint
Maarten van Heiningen presenting during an event holding a microphone and talking to a crowd