Team

Led by a customer experience specialist.

Service Design North is led by Dr Yulia Dzenkovska. Around each engagement, Yulia brings in trusted collaborators where the work needs technical build capability, programme design, tourism expertise, or implementation support.

Dr Yulia Dzenkovska
Founder & director

Dr Yulia Dzenkovska

Yulia leads the strategy, trust and customer experience work. She is the person clients work with to make deliberate choices about where AI belongs, where it does not, and what those choices mean for the people they serve.

PhD in customer experience quality. BIPC North East's AI and Customer Experience Expert in Residence. Co-founder of the Human-First Responsible AI Pledge. Chartered Marketer, MCIM. Helps leadership teams make deliberate choices about where AI belongs and where it doesn't.

Collaborator network

A specialist bench brought in around the work.

Collaborators are brought in when a project needs deeper technical delivery, programme support, or sector expertise.

Dr Mikhail Vasenin
Development Partner

Dr Mikhail Vasenin

Builds the AI tools and systems behind our bespoke engagements. Background in AI, machine learning and fintech.

Simon Laing
Programme Partner

Simon Laing

Tourism strategy, visitor economy expertise and design thinking. Helps shape programmes that connect sector insight, practical delivery and experience-led change.