Reveal the real work
Expose tacit knowledge, workarounds, exceptions, handoffs and decision rights—not merely the process described in documentation.
Discover the system →AI workflow transformation for complex work
Redesign work.
Not just tasks.
We help organisations define the outcome that matters, uncover how work really happens, and redesign the complete workflow—deciding what AI should do, what must remain human, and how the system can deliver measurable value.
What we do
From AI capability
to operational value.
Virtual Minds combines Human Factors Engineering, contextual research, service design, product design and AI strategy to transform complex activities into practical, governable human–AI workflows.
Redesign the workflow
Start from the business outcome and reconstruct the flow, responsibilities and interactions without assuming every legacy step should survive.
Reimagine the work →
Prove and enable change
Prototype the future workflow, test routine and exceptional cases, define success measures and equip teams to move towards delivery.
Build the evidence →The unit of transformation
The whole system—not one faster step.
Making one activity faster does not create value if work simply waits at the next approval, handoff or queue. We design for throughput, quality, accountability and the end result.
Outcome before automation
Define the business and service outcome before choosing where AI belongs.
Responsibility by capability
Use AI for scale and synthesis; preserve human judgement, empathy and accountability where they matter.
Authority by design
Make decision rights, confidence thresholds, escalation rules and audit evidence explicit.
Evidence before scale
Prototype with real scenarios, observe failure modes and measure the complete flow before industrialisation.
Selected work
Practical experience.
Proven commercial outcomes
Virtual Minds provided senior product design and research services to Kaluza through SR2, supporting customer and agent experiences for OVO Energy. The redesigned switching journey contributed to a 25% improvement in retention and the recovery of £42 million in previously blocked debt.
Project details
A Virtual Minds consulting engagement delivered through SR2 for Kaluza, supporting customer-switching and account-servicing experiences across customer-facing and operational platforms.
User researchProduct designComplex operationsMeasurable impact
0→1 human-centred AI product
Engaged directly by the CEO, Virtual Minds led the product and experience design from the ground up—defining its workflows, expected behaviours, information architecture, design system and the appropriate balance between AI assistance and human expertise.
Project details
As Product Design Lead, Christian Fradet set the product direction, created the principal journeys and wireframes, built the foundational design system and pattern library, and trained and directed two designers as the product team expanded.
AI strategyProduct directionUX/UIDesign systemTeam leadership
In development
0→1 mobile experience for adult hockey learners
GrowMyHockey is a mobile experience being designed and tested with adult recreational learners and coaches. It connects session planning, on-ice practice, self-assessment and coach recommendations in one experience that works even when the rink has no connection.
Design approach
The work brings Human Factors Engineering into a real player–coach workflow: reducing cognitive load during practice, making progress and next steps understandable, and deciding where future AI assistance could help without replacing the coach’s expertise or the player’s judgement. Player and coach testing is ongoing; AI capabilities are a design direction, not a launched feature.
0→1 productMobile and offline UXPlayer–coach workflowHuman FactorsAI-ready design
How we work
From reality
to a new operating model.
We work close to the activity itself: observing the real work, challenging inherited constraints and turning insight into a testable human–AI workflow.
Discuss your workflow →
Explore
Make invisible work observable.
- Contextual research
- Task analysis
- Tacit knowledge and exceptions
- Queues, rework and workarounds
- Current outcome measures
Define
Focus on value and authority.
- Outcome and bottleneck definition
- Opportunity, feasibility and risk
- Decision-rights mapping
- Human–AI responsibility
Design
Design the future workflow.
- AI-enabled service blueprint
- Handoffs and proof of work
- Escalation and audit paths
- Interactions and interfaces
Enable
Validate and prepare the change.
- Workflow prototyping
- End-to-end evaluation
- Success and safety measures
- Implementation roadmap
- Iteration as capabilities evolve
Ways to engage
Three levels.
One transformation path.
Founder-led engagements shaped around the complexity and consequence of the work. Scope, evidence, decisions and deliverables are agreed before work begins.
Find the right opportunity
AI Workflow Diagnostic
Identify where end-to-end transformation can create measurable value—and where AI would merely accelerate the wrong thing.
- Current workflow and bottlenecks
- Opportunity, feasibility and risk
- Initial human–AI responsibility map
- Prioritised recommendation and business case
From £2,950 + VAT
Architect the future workflow
AI-Native Workflow Blueprint
Research and redesign one priority service or operational flow from the desired outcome backwards.
- Contextual research and tacit knowledge
- Future service blueprint
- Decision rights, controls and exceptions
- Target operating model and roadmap
From £7,500 + VAT
Make it tangible
Workflow Prototype & Pilot
Create and evaluate a working representation of the redesigned workflow before committing to full-scale implementation.
- Functional or interactive prototype
- Real scenarios and exception testing
- Human–AI handoff design
- Pilot measures and implementation specification
From £15,000 + VAT
Bespoke engagements
Need a different kind of support?
We also take on focused or longer-term assignments tailored to your team—from research and Human Factors work to product design, prototyping and AI-enabled workflow design. We can agree a project fee or work on an hourly basis, depending on the scope.
Transform the work—not just the tool
Where is value
getting stuck?
Bring us a complex workflow, persistent bottleneck or AI opportunity. We will help determine what should change.
Start a conversation →