Pietertje Doyle
She/Her
UX & Service Designer
Sopra Steria
Pietertje Westerink is a Service and UX Designer at Sopra Steria, working at the intersection of user research, complex systems, and organizational change. She focuses on service design within enterprise environments, helping organizations understand how their services truly work: across people, processes, and systems. Through research, service blueprinting, and facilitation, she brings clarity to complexity and translates insights into direction, structure, and concrete improvements.
Pietertje has worked across sectors including government, semi-public and industry, contributing to challenges such digital adoption and translating complex business processes into meaningful and effective experiences.
She is known for connecting perspectives: aligning users, stakeholders, and data into one coherent story that drives decisions. With a strong UX foundation, she ensures services are not only well-designed on paper, but also usable, realistic, and grounded in everyday practice.
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 Jeroen den Uijl