Johan, can you tell us about Cognitian and what inspired you to start the company? 
Cognitian sprung out of my vision to create an agency where customers or clients can get assistance in creating products or services that will take human abilities and capabilities into account, while also compensating for human weaknesses by incorporating the strengths stemming from good use of technology.  

People are good at improvising and thinking outside the box. Humans are also great at thinking on their feet. But they are easily distracted and get bored easily. Every study shows that humans have poor endurance. Meanwhile, technology has good endurance and consistent performance but is bad at improvising and thinking outside the box. 

This is where Cognitian comes in. Our focus is on being that bridge between those two realms, whether research or design of products and services. Driver-support systems, for example, need to be designed in a way that combines the best of both worlds – making the most of what humans and machines each do well. We are essentially talking about enhanced human abilities and and technology for optimal outcomes.

How does Cognitian approach solving these challenges?
For example, when reinventing a process flow, we start with a cognitive task analysis. This involves observing and analysing someone performing the task to identify the demands it places on human capacities, such as working memory, perception and processing speed. We also assess potential issues such as conflicting visual or auditory signals. From there, we explore ways to improve the process and reduce the strain on the human operator, often by integrating appropriate technological solutions. 

It could be as simple as having pencil and paper available at the workstation or as complex as an AI-supported voice-interaction database for finding critical information. If the task involves numerical information flowing to the operator, then we need them to identify and display relationships between critical values in different parts of the process. We may need to find an intuitive ways of visualising them for reliability and robustness.  

Many in the UX business talk about user personas and customer journeys. Terminology aside, the same principles always apply. What is the end goal? What needs to be done along the way? What challenges could different users face based on their prior knowledge and experience? How do we make the entire process as seamless and as transparent as possible? In a sense, good UX is rather invisible. 

Take something simpler, such as an online store. Many of these applications have been shaped from some kind of pre-built standard. An online store makes extensive use of physical world metaphors: virtual shopping baskets, a checkout process, exchange of payment details, shipping and order confirmation. If you have completed that process once, you would usually be able to do it again and again. But remember that two decades ago, early online shopping was struggling to get it right. It was a fight between technological limitations and unsure online consumers.

It sounds like you’re really focusing on that intersection between humans and machine interaction?
Yes, and the next thing may well be XR-glasses, for example, where early adopters are raving about the ever more integrated experience between the physical and the virtual world. And, in bigger cities, you have been able to view the world through an XR-lens to get up-to-date information about your location and environment.

Is your focus mainly on the automotive industry?
I started in automotive research some 20 years ago, mostly by accident (pun intended). And with technological changes and advancements I have always found a new challenge every two to three years. Now that I have started my own business, this allows me to be more nimble. Of course it feels natural to work within my existing field, but the key reason for starting Cognitian was because I am eager to explore similar opportunities in other, adjacent industries. Perhaps combining the two in new ways?

What other industries do you see benefiting from Cognitian’s services?
One first area would be any organisations involving operators of vehicles, machinery, cockpits or control rooms. This could be sawmills, powerplants or even air-traffic controllers.  

I have done extensive work on understanding the degradation of human-operator performance due to tiredness, fatigue, distraction or even use of various substances. All of this knowledge can be applied to any of these fields. Our work looks at how to improve safety, reliability and productivity. The solution could be as simple as adding an extra button – or combining two into one and moving it 5 cm to the left for more comfortable positioning – all the way up to designing a complex driver-support system built around the operator.

Johan, driver-support systems are a growing field. What are some of thekey challenges you see?
There are two prominent and current trends right now: vehicle automation and driver-monitoring systems. What most people may not be aware of is that greater vehicle-automation drives the need for driver monitoring. When the automation fails, which it will inevitably do, then the human driver needs to be awake and aware of the situation around them. This is where we come in, identifying more support for operators. 

There are also trenda in legislation and safety assessment. There are complex rules and regulation around only allowing automation on the condition that you can guarantee that the human driver is awake, aware and ready to take action. In other words: hands on the wheel, eyes on the road and the mind on driving.  

These ideas are well intended but, in reality, it's difficult to come up with a system designed to allow the driver to do what they want to do – which can include slacking off – while maintaining safety. Even if you can detect driver inattention (difficult to do) there is little or no consensus on what should happen next.

It seems like timing plays a crucial role in the design process as well.
I agree, I have often had the feeling that I was brought into a project way too late in the process. This means little or no possibility to influence the basic design and structures of a service, product or system.  

If you allow me to use a metaphor: bring me in earlier in the process and I can be part of planning the layout of the walls in the house – not just making the decision between using paint or wallpaper.

How does AI fit into your vision for Cognitian?
AI technologies are evolving rapidly, offering both opportunities and challenges. They have the potential to be a powerful tool that can enhance certain aspects of driver support systems, particularly when it comes to things like natural language understanding and feedback in dialogue management. However, I am cautious about any over-reliance on AI. The technology needs to be used strategically. It is also important to understand that AI isn’t always the right solution.  

For some tasks, a simple, human-centred design might work better than a complex AI system. Remember the infamous story about NASA’s anti-gravity space pen – when the Russians used pencils. It’s important to ask if AI is really the best solution for each feature. We help clients navigate these decisions. 

A good example is using AI for voice control to update a GPS route or to find a restaurant. This makes sense, since the alternative is a rather intense visual/manual task. By contrast, using AI to adjust the cabin temperature is unnecessary. It’s all about finding the right fit –  for maximum benefit. That being said, if a reliable voice-control system is already in place, then by all means use it for cabin temperature controls if you want. But do not remove the manual alternative.

How is the role of UX design evolving in your field?
There’s a growing risk that UX design is misunderstood and being devalued. Some see UX as merely "putting paint on the walls" instead of being an integral part of the architecture. User experience should be introducedat beginning of the design process. I have seen many industry projects bring in usability and human factors considerations far too late in the game. It’s an integral part of creating systems, not just about “look and feel”. 

We are back to where we started. Understanding both the mechanics of technology and the psychology of users is crucial for creating meaningful experiences. We have to account for the strengths and weaknesses of both humans and machines. Robots are great at consistency and endurance. Humans excel at creativity and improvisation. By designing systems that harness these strengths, we can create more efficient and effective user interactions.

That’s a great perspective. Any final thoughts on what’s next for driver-support systems?
This is the point that I always emphasise: UX design should prioritise supporting users rather than working against them. The way to do that is to lend a “helping hand” – a gentle reminder – rather than a “slap on the fingers”. Driver-support systems in vehicles should "see and advise" the driver on making the best decisions, deliver operator satisfaction and improve overall efficiency. And we need to create the right amount of trust in the systems.

You’ve also mentioned safety culture earlier as an area of growing importance. Can you elaborate?
Exactly. This aligns with the idea of creating a supportive user experience – making it easy to do things right and difficult to make mistakes.It’s about fostering positive values, especially in areas like traffic. I believe this education starts early, which is why I’ve been involved in a project aimed at promoting a strong traffic-safety culture and exploring ways to share best practices across countries.

How do you see Cognitian evolving in the future?
I see Cognitian becoming the leading agency for usability and safety adaptations across multiple industries. Our goal isn’t just to make products intuitive and efficient but also enjoyably “invisible” for users. By collaborating closely with clients, offering fresh insights and balancing the strengths of both humans and technology, we can help them create solutions that meet and exceed the demands of today's market.

It sounds like Cognitian is ready to tackle a wide range of challenges. Thank you for sharing your insights, Johan. It sounds like you have a clear vision for the future of user experience design.
Thank you! I’m excited about the possibilities ahead and the role Cognitian can play in shaping a better user experience across various industries.

Interview by Jesse Karjalainen.