Karoline Kwon
Service Designer at Digitalist Group

Karoline is an international consultant designing for organization change using empathy, user engagement, and storytelling. She is a seasoned Service Designer and creative problem solver who is passionate about fostering internal collaboration. She specializes in methods and tools to break silos and bring in the customer’s voice. Above all, she is a forward thinker and unafraid to challenge norms and traditions.

Currently, she is a Senior Service Designer at Digitalist Group based in Helsinki, Finland. She works with clients in North America, Europe, and Asia to deliver end-to-end design solutions whether it be strategic planning, communication management, team building, service creation or digital touchpoints.

Karoline believes in a balance of professional growth and passion projects. She is a Founder of an internal startup called Office Oatz, and a Lead Experience Designer of another called Elephant Kombucha. Both reflect her values of sustainability, health, and wellness while practicing her entrepreneurial skills.


Do you know the expression “eat your own dog food?” Putting into practice what we preach to our clients is an essential part of my work at Digitalist Group. That’s why I created my first internal startup called Office Oatz. My presentation is a story about how I used our office as a sandbox to test new ideas, build services and measure experiments. I want to share my experiences and lessons learned in building a startup culture within our organization and how this fostered change in our work, behavior, and trust. When you start treating your colleagues like your clients, you gain new perspectives on being a designer through an entrepreneurial lens. It creates empathy and understanding on the whole customer journey and the practical processes needed to run a successful service.

My presentation is a new approach to combining inside-out approaches to fostering a culture of innovation, lean methods, experimenting and eat well. If you’re still confused, I sell overnight oats at our office using lean startup methods, you’ll love it.