Sonia Villanueva de Azcona
Strategist, researcher, systems thinker, designer, and explorer with two decades of experience envisioning opportunities and shaping change across complex systems. I founded my own design consultancy, built and led multidisciplinary teams, and developed design capabilities and methodologies for consultancies, startups, and global organisations in banking, energy, mobility, travel, and the public sector.
One of the areas I’m currently exploring is a new frontier for design: how humans experience AI. As generative AI reshapes design practice, I invite you to explore how human experience can become the missing layer in AI evaluation, moving beyond usability to trust, agency, transparency, and critical judgment, while connecting with emerging AI governance. At Service Design Disrupted, we’ll map, question, and challenge our own experiences with AI, asking whether the future of design lies not in creating smarter systems, but in developing the judgment to evaluate them.