Michiel Ooms

AI makes making cheap. Screens, flows, copy, even working prototypes take minutes now. I find that exciting, but it shifts our value: when output is everywhere, judgement is what counts. Choosing the right problem, understanding people in their real context, and deciding how an experience should feel from start to finish.

That start-to-finish view is what I care about most. At Canyon, people buy a premium performance bike online, often without touching it first. Their experience isn't our website or app: it's the confidence to order, the box at the door, the first ride, the help when something breaks, the people they ride with. Digital and physical, product and service. For the customer it's one experience. The designers who shape the next decade will think in journeys and systems, not in screens.

My background in service design and innovation management adds two convictions. Human-centred design is becoming non-negotiable: people expect brands to respect their time, attention and trust, and European law is moving the same way. And design earns its seat at the table by proving it's desirable and viable,  test early and small with real people, build the business model alongside, and only then scale.