Jeroen den Uijl
He/Him
Practice Lead Innovation & Design
Sopra Steria Next
Jeroen den Uijl is a design leader, strategist, and facilitator with over 25 years of experience in digital innovation and human-centered design.
He leads the Innovation & Design team at Sopra Steria Next in the Netherlands, where he helps organizations navigate complex, high-stakes challenges by combining service design with emerging AI capabilities. His work focuses on making complex systems understandable and shaping solutions that are not only technically feasible, but also meaningful and usable in real-world contexts.
Jeroen is particularly passionate about helping designers and multidisciplinary teams build the mindset and methods needed to design for AI. He has trained hundreds of professionals in human-centered design and developed practical approaches, such as the AI Design Sprint, to help organizations move from abstract AI ambition to concrete, service-driven solutions.
Talk
Designing the Thinking Layer — Service Design for Agentic AI in Critical Systems
Most AI initiatives start with technology. The real opportunity starts with understanding how people think, decide, and struggle within complex systems.
This talk shows why AI opportunities don’t come from user pain points alone, but from cognitive effort, and how service design turns those moments into meaningful, real-world AI solutions.
This is a co-presented talk with Pietertje Doyle.