Tungsten Design AB

Product design leadership, hired by the problem.

A one-person consultancy in Sala, Sweden, working with software companies in the US and the Nordics. The work is senior design leadership on products where the hard part is not the interface.

Design leadEmbedded head-of-design work for teams without one, or without one yet.

AI productsConversational and voice interfaces, and the evaluation work that keeps them trustworthy.

Zero to oneTaking a product from a claim to something people pay for.

TeamsHiring, levelling, design systems, and the operating rhythm underneath all three.

Technology needs more humanity.

AI is a good tool, not magic. Products that pretend otherwise break the first time they are wrong in front of a customer, and the design work that matters is deciding what happens then.

That means designing the failure states before the happy path, treating evaluation as a design surface rather than an engineering afterthought, and being specific about what a system can and cannot do. Less glamorous than the demo. The reason the demo survives contact with real users.

Things that shipped.

AI voice receptionist · zero to multi-million ARR

Zero-config setup for an AI that answers the phone

Cutting onboarding from a configuration project to a single step, so a small business could go live the same day.

Reliability · evaluation pipeline

Making an AI product's quality visible

A reliability and evaluation pipeline that gave the team a shared, honest read on whether the product was getting better.

CRM · founding designer

From nothing to eight figures of recurring revenue

Founding design at a sales CRM: the first interface, the design system underneath it, and the team that took it over.

The person you would actually work with.

Craig Dennis. Fifteen years in product design, most recently leading design for an AI voice product from launch to several million in annual revenue, and before that founding design at a CRM that grew from zero to roughly ten million.

British, based in Sweden, and close enough to the build to be useful in a code review. You contract with a Swedish limited company rather than an individual, which keeps permanent-establishment risk off your side of the table.

TungstenDesign AB