Articles

Sarah Gibbons

Sarah Gibbons is a former NN/G employee who worked on teaching, leadership, and design thought leadership. At NN/G Sarah published ground-breaking insights on service design and service blueprinting, design thinking, and artificial intelligence (AI).

Articles and Videos

  • Common Journey Mapping Mistakes

    Journey mapping often goes wrong when teams use broad scopes, skip research, or forget user need. Clarity, focus, and insight are key to creating actionable UX maps.

  • When is High-fidelity Worth It?

    4 questions to ask yourself when deciding whether process work should be high-fidelity or not.

  • Stakeholder Management vs. Engagement

    Stakeholder engagement goes beyond management by emphasizing trust, collaboration, and ongoing alignment, which are key to building strong UX partnerships.

  • GenUI: AI-Generated Interfaces

    Generative UI uses real-time AI to create personalized interfaces, shifting UX from static design to dynamic, user-specific experiences.

  • Template Trap

    Templates help, but only when used with intent. Use them thoughtfully, adapt them to context, and don’t skip the critical thinking.

  • Return of the Generalist

    AI is reviving the UX generalist. Broad skills, adaptability, and strategic thinking are becoming more valuable than deep specialization.

  • Service Design in Era of AI

    AI is reshaping service design—no longer just a tool, it’s now an active agent. Future services must compete on how well they interact with AI, not just humans.

  • The Template Trap: How Template Culture Is Dumbing Down UX

    Overreliance on frameworks as universal solutions rather than adaptable starting points undermines critical thinking and threatens our field's intellectual rigor.

  • The Return of the UX Generalist

    AI advances make UX generalists valuable, reversing the trend toward specialization. Understanding multiple disciplines is increasingly important.

  • How Service Design Will Evolve with AI Agents

    AI will force the transformation of service design by introducing new actors, shifting user dynamics, and redefining success metrics.