We’ve started researching use of AI in services for a client project in 2019 and have been updating our understandingsince then through other projects, workshops, and collaborations. Now we compressed those learnings into a playbook that puts together our reflections and practical tools.
The playbook narrates the Triple-O Framework — our approach to conscious AI adoption built around three phases: Opportunities, Orchestration, and Outcomes.
For each phase, you’ll find:
Core principles that guide decision-making
Practical tools you can apply immediately
Case studies showing how we’ve used them in real projects
The conversations we have with organizations keep circling back to the same challenge: everyone knows AI is important, but very few have a structured way to think about where it makes sense, how to design the human-AI relationship, and whether it’s actually delivering value over time.
Most approaches either jump straight to implementation or get stuck in abstract strategy. The Triple-O Framework creates a practical middle ground — rigorous enough to guide complex decisions, flexible enough to apply across contexts.
We have presented the playbook at our 15th Service Design Meets where we explained better our thinking about it and got into details of the case studies included in it. You can watch the recording:
This playbook represents a snapshot of where our thinking is today, but it’s not the end. We continue to refine tools, test approaches in new contexts, and learn from the organizations we work with.
If you want to go deeper, our AI Bootcamps offer hands-on application of the framework to your own challenges, guided by our team.
We genuinely welcome comments and feedback — feel free to contact us! Hearing how you’re using these materials (or where they fall short) helps us improve them.
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