Hey, I'm Jonatan Shaya
Service & AI Designer
Good design creates clarity – not by removing complexity, but by making it understandable. My work connects strategy and empathy, helping teams and organisations see the bigger picture and act with confidence. Today, much of that work is about AI: designing assistants and AI agents that people can actually understand and trust.
Collaboration in action
I’m at my best when collaborating — listening, facilitating, and shaping ideas into something real. I focus on creating clarity and connection between people, systems, and goals, helping teams move forward with confidence and shared purpose.
About me
I started my career as a pastry chef, crafting experiences that relied on precision, creativity, and care. It taught me to balance structure with intuition, and to understand how every small detail shapes the overall experience.
That same mindset guides my work in design today. I create services, systems, and strategies that make complexity feel simple and people feel seen. Whether I’m facilitating a workshop, designing a service blueprint, or translating research into visual clarity, I aim to build understanding — not just deliver solutions.
I’m a Finnish–Israeli Service & AI Designer with a background in user experience, facilitation, and strategic communication. In recent years, as AI has become part of almost every service conversation, it has become a central part of my work too. I design AI services and help organisations decide where AI genuinely improves a service — and where it doesn’t.
I believe design should bridge the gap between people and systems, whether those systems are built by people or powered by AI. For me, it’s not only about how things look or work, but how they make sense. Design, at its best, creates clarity, connection, and change.
Featured Projects
AI Assistant – Designing a Conversational Service for a Finnish Ministry
Leading the design of a conversational AI assistant that helps people find their way through complex public-service questions.
AI Agents – Designing and Evaluating AI for Job-Listing Quality
Turning research on job-listing quality into AI agents that give employers reliable, useful feedback.
Permits and Supervision – Designing a Unified National Service
A large-scale public-sector project aimed at simplifying how citizens, companies and authorities handle permits.
Guideline Bank – Designing and Testing a Knowledge System for Advisors
Creating a centralised knowledge system that helps customer-service advisors find accurate information faster.
Multichannel Service & Knowledge Base Renewal
Rethinking how citizens and advisors access reliable information in a complex public-service network.
Digital Transformation Playbook – Turning Research into a Practical Tool
Turning complex research and strategy into something visually engaging and actionable.
Unified Customer Satisfaction – One Way to Listen and Learn
Building a consistent way to listen, measure and learn from customers across an entire organisation.
Producer Responsibility – A Design Study for Shared CRM
Exploring how data and collaboration could strengthen Finland's producer-responsibility network.
Video Conference Tool – UX/UI Redesign
Improving how people connect and collaborate in virtual spaces.
Education Gateway Project – XAMK
My first real design challenge – bridging education and working life through digital tools.
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Finnish
Native
🇬🇧
English
Fluent
🇮🇱
Hebrew
Native
🇬🇧🇮🇱
Heblish
Native
Languages I speak
Core Skills
AI Experience Design
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Conversation Design
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Prompt Design & Evaluation
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AI-assisted Research Synthesis
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Deciding Where AI Fits
UX Design & Research
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User Research
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Research Synthesis
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Prototyping
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Usability Testing
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Accessibility
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Information Structure
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Data Visualization
Service & Business Design
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Customer Journeys
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Concept Development
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Co-creation
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Process Design
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Service Blueprinting
Facilitation & Collaboration
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Workshop Design
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Stakeholder Engagement
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Change Communication
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Design Thinking
Tools & Technologies I use
The right tool depends on the project and the people using it. I use AI tools daily for research synthesis, ideation and drafting, as a support for my own judgement rather than a replacement for it. I have also designed AI services on platforms such as Boost.ai and Copilot Studio.