Lead Product and Service Designer · Human-Centered AI · Enterprise SaaS

I transform complex systems into clear, human experiences.

I connect customer insight, product strategy, and technology to design useful, trustworthy services. My work spans human-centered AI, enterprise SaaS, and public services.

Ahnis Fraga, Lead Product Designer and AI experience strategist
Stockholm, Sweden
Working globally

Strategy with empathy.

Technology with purpose.

Transformation people can feel.

Selected work

Making complex systems clear.

Selected work in human-centered AI, enterprise SaaS, public services, and health tech.

01 / Featured case

Memmoriah · 2025–Present

Making memories easy to capture and share.

I shaped the product vision and led the end-to-end AI experience across onboarding, conversations with Clara, collaborative storytelling, and publishing.

Role
Lead Product Designer and Product Strategist
Scope
Product discovery · Service design · Information architecture · High-fidelity prototyping · Engineering collaboration
Visit Memmoriah
Memmoriah mobile homepage showing collaborative storytelling with Clara AI
Memmoriah story type selection showing family, event, travel and life milestone stories
01 Real product flows
designed in Figma
02Enterprise AI · Ericsson

Designing trustworthy AI-assisted content.

I designed an AI-assisted authoring workflow for compliant steering documents, with clear roles for expertise, accountability, review, and approval.

Human-centered AI · Enterprise workflows · AI governance

Explore the service ecosystem ↓
03Experience intelligence · Ericsson

Connecting customer feedback to action.

I designed an AI insight agent that helps product and business owners act on customer feedback across Netigate and SAP workflows.

Experience strategy · Agentic AI · Service blueprint

04Public transformation · Rio City Hall

Contributing to Rio's smart city strategy.

IE6 · Economy and InnovationSmart City: A Reference in Innovation

At IPLANRIO, I contributed to Aspiration IE6 in Rio's Sustainable Development and Climate Action Plan. This citywide initiative involved more than 300 professionals from over 40 municipal and metropolitan bodies.

Smart cities · Public-service innovation · Cross-government collaboration

View the PDS
05Subscription SaaS · Kind App

Improving the SaaS customer lifecycle.

Through UX research, experiments, and onboarding improvements, I helped increase engagement by 82% and conversions by 76%.

CX strategy · Product partnership · Experimentation

Visit Kind App

Case detail / Enterprise AI

Designing an AI workflow with clear human accountability.

I mapped the service ecosystem for AI-assisted steering content, including creators, subject-matter experts, reviewers, assurance providers, and employees.

My contribution: product discovery, systems thinking, service design, and AI-assisted workflow design at Ericsson.

Content Creator role: individuals or teams responsible for creating contentSubject Matter Expert role: provides insights and peer reviewInformation Responsible role: oversees and approves contentAssurance Provider role: ensures adherence to steering informationContent Consumer role: uses contextualized steering information

How I work

Design is how we make change understandable.

01

See the whole system

I connect research, customer journeys, operations, data, and organizational constraints to design the full service.

02

Make strategy tangible

I transform uncertainty into shared language, testable concepts, and decisions teams can act on.

03

Design AI around agency

I design trustworthy human-AI interactions that support expertise and preserve human judgment.

04

Help people shape change

I facilitate alignment and build capability so teams can own the change.

About Ahnis

Curiosity has always been my way into complex places.

I have more than 20 years of experience across technology, public services, health tech, and global enterprise transformation.

I combine systems thinking, design craft, and facilitation. I work best on products that operate as services, AI workflows that require trust and governance, and transformations that must support customer and business needs.

Product Design LeadershipService DesignProduct StrategyHuman-Centered AIEnterprise SaaSProduct DiscoveryUX ResearchSystems ThinkingCustomer Journey MappingService BlueprintingOmnichannel ExperienceDesignOpsDesign SystemsAI-assisted Workflows

Master's thesis · Malmö University · 2024

Rethinking digital learning through empathic AI.

How can Empathic AI support inclusion and enriched learning experiences that foster deeper connections between students and teachers?

This case study connects academic research with my practice in human-centered AI and experience design.

Read and download the thesis

Experience

2022–Present
Ericsson

Service Design Manager · Human-Centered AI

2025–Present
Memmoriah

Lead Product Designer and Product Strategist

2018–2022
Kind App · HealthTech

Digital Strategist and CX Lead

2011–2022
Rio de Janeiro City Hall · IPLANRIO

Head of Digital Transformation · PDS 2050 contributor

View contribution ↑

Education

M.A.
Malmö University

Teaching and Learning in Higher Education

View thesis ↑
2026
Stockholm School of Economics

Leading Agentic AI Transformation

2023
Stockholm School of Economics

Digital Transformation Strategist

Coach
KTH

Design Thinking Coach

Professional certifications

AI, leadership, data, and process improvement.

Speaking and recognition

SpeakerTEDx · Microsoft · Rio2C · Swedish Embassy

CommunityAI Collective · Rio de Janeiro Chapter Lead

RecognitionWomen that Build Awards · Tech Influencer Nominee

Mentoring · ADPList

Growth happens through generous conversations.

I mentor designers and technology professionals in service design, human-centered AI, leadership, and career development.

View my ADPList mentor profile

Open to meaningful challenges

Want to make a complex service feel human?

Let's start a conversation

Based in Stockholm · Available for international collaboration