Service design × change management

Change byDesign.

Change the way you change.

I apply service design to the transition itself — so the people who have to live with the change are the ones who shape it. Fewer memos. More momentum.

Let’s talk See how I work

The situation

Why change needs to change.

Digitalisation, reorganisations, strategy pivots, now AI. In most organisations it still lands as a top-down announcement: unclear, rushed, heavy on deadlines. People are asked to adopt without context, support or a real say.

Change by announcement

A company town hall: an executive presents slides to rows of seated employees seen from behind

Announce, then expect adoption. Uncertainty stays, resistance grows, the initiative stalls.

Change designed with the people it affects

A co-design workshop: a client team around a table covered in cards and sticky notes, one person explaining an idea

Co-design the transition. Design the moments that matter. Measure, improve, repeat. Change people build themselves is change they defend.

The difference

What you need.

1 of 4

Adoption, not just go-live.

What usually happens: the project ends at launch. What I do: design the weeks after it — first login, first “I’m stuck”, first win — and track adoption signals until they hold.

2 of 4

The middle of the organisation on board.

What usually happens: managers get the memo last and are asked to explain it first. What I do: bring managers and teams into co-design, so the people who carry the change helped shape it.

3 of 4

Leaders on one page.

What usually happens: one announcement, five interpretations. What I do: put leaders, teams and technology in the same room and leave with one visual blueprint everyone can point at.

4 of 4

This one to stick.

What usually happens: the third initiative in two years meets a tired organisation. What I do: pilot, show early wins, measure and improve — and build the capability so momentum outlives the project team.

In one line

Not a rollout. An change experience.

Co-design the transition · design for the moments that matter · change done by people · measure, learn, improve.How that
works

Client stories

Change that stuck.

Three organisations, three kinds of change, one method.

A co-design workshop: a client team around a table covered in cards and sticky notes

Pharma

Smart purchasing platform

“We didn’t just get a new platform — we got a transformation experience our teams actually trusted, because they’d shape it.”

Head of Digital Transformation · Digital transformation, AI adoption

An agile product team of nine posing in front of a wall of sticky notes in their office

Telecom

New data-driven business unit

“This time we had stakeholder alignment, a clear narrative, and a governance structure that didn’t slow us down. Two years on, we have built a new business unit of over 130 people.”

VP New Business Development · New product launch, cultural change

Team workshop in a glass corner office, sticky notes on the windows, Marcin facilitating

Aviation

Embedding research into delivery

“Teams stopped waiting to be told and started asking for research. New habits. A shared language. User data that helped projects instead of staying optional.”

Director of Product & Innovation · Cultural change, upskilling

Services

Six change areas I specialise in.

I work with organisations during times of change, making sure people feel included, understood and prepared for what comes next.

01
Digital transformation
Uncover what people really need and turn it into services that feel simple, useful and easy to adopt — so change creates value, not just new systems.
01 · Top tip
Digital transformation
Use journey mapping to see what people go through: first message, first login, first “I’m stuck.” Shape training, support and comms around those moments.
02
AI & technology adoption
Help people feel comfortable using new technology and AI in their everyday work: what they need, where they get stuck, how to make it useful.
02 · Top tip
AI & technology adoption
Run “day in the life” research to see where AI fits, and where it doesn’t. Design the new way of working around tools, prompts, policies and compliance.
03
New product launch
Launches don’t fail on features; they fail in the experience around them. Journey mapping, listening sessions and simple testing before day one.
03 · Top tip
New product launch
Build the service blueprint before launch: every step of the customer journey, and who sends what, who answers questions, where support sits.
04
Sustainability changes
Understand current practice, find the resistance, and design practical steps that lead to lasting behavioural change.
04 · Top tip
Sustainability changes
Design change with purpose: the messages people read, the prompts inside tools, the decision checkpoints, the recognition. Prototype, test, iterate.
05
Cultural change
Frameworks under which new behaviours establish themselves naturally, because communication, working methods and leadership evolve together.
05 · Top tip
Cultural change
Skip the abstract jargon. Build concrete, visual tools that give teams a common framework for daily decisions.
06
Workforce upskilling
Enablement treated like a product: segment people by what they need to do, build strong use cases, prototype the learning support. Training people use.
06 · Top tip
Workforce upskilling
Templates, cheat sheets, office hours, communities. Test, tweak, repeat. The goal is training that helps on a real Monday.

How

Service design method applied to change and transformation.

Listen & learn

Discover

Interviews, observation and “day in the life” sessions to understand real work, real pain points, and what success looks like for different groups.

Understand reality

Map the current experience

Journey mapping to reveal the key moments — first message, first use, where people get stuck — and where support is needed most.

Shape the future

Design the future experience

Co-design workshops to define the new way of working and the roles inside it. Decisions made together, not handed down.

Connect the dots

Blueprint front & backstage

A service blueprint that aligns what people see — tools, messages, training — with everything that has to happen behind the scenes.

Test & improve

Pilot and iterate

Test with a small group, learn fast, improve on real feedback. Small wins build the confidence for the full rollout.

Scale with confidence

Roll out & measure

Clear communication, guidance at the point of need, champions and lightweight training. Track adoption signals and keep refining.

About

Change that sticks.

I’m Marcin Borkowski, a service designer and change manager based in Zürich. Working in IT consulting I’ve watched change arrive again and again without enough context, support, or a real say for the people it affects most.

After several reorganisations and strategy pivots first-hand, it became clear that top-down methods were expensive, slow, and rarely worked. So I apply user-centred design to the experience of change itself: collaborative, visual, human, and built for momentum.

Let’s design a change that works.

Get in touch

hello@change-change.com

CH +41 79 882 58 48 UK +44 79 500 999 77

Based in Zurich · Working across Europe

Tell me a little about what you’re working on.

Book a free change health-check

30 minutes, no deck, no pitch. You get three things to fix.