Transformation for the AI era

Organisations are full of islands.

NUSA helps connect them together.

We work across teams, processes and technology to find where businesses are losing time, money or customer value — and turn those gaps into practical change.

For mid-size and large B2B organisations across the Nordics · Based in Stockholm

TRANSFORMATION·SERVICE IMPROVEMENT·AI & AUTOMATION

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Before AI

Everyone wants to become AI-first.

But AI probably isn’t the first thing we’d look at.

We’d look at where your company is losing time.
Where teams don’t talk to each other.
Where people do manual work that makes no sense.
Where customers get stuck between departments.

Then we can talk about AI.

How we work

Strategy grounded in real work

We start with what is actually happening.

We follow the work across teams, systems and customer touchpoints to understand the real problem before deciding what should change.

01

Understand

Talk to the people closest to the work and see how things actually happen.

02

Connect

Map customers, teams, processes, information and systems to see the whole problem.

03

Prioritise

Identify where change could create the greatest value — including opportunities for AI and automation.

04

Test

Prototype something small, learn quickly and measure whether it's worth taking further.

Where most engagements start

A focused prestudy, typically 4–6 weeks

We follow one real problem across your teams, systems and customers. You end up with:

A map of the whole problem — people, processes, information and systems in one picture.
Prioritised opportunities — including where AI and automation fit, and where they don't.
One tested experiment — small, measured, so the next decision is based on evidence.

Expertise

The problem is rarely on just one island.

A customer complaint might look like a customer-service problem. Follow it further and you may find a manual process in Operations, missing information from Sales, a limitation in an internal system, unclear ownership between teams — or an opportunity to automate part of the work.

That's why NUSA works across boundaries.

Transformation & Service Improvement

Understand how work actually happens, expose friction and redesign experiences and processes across organisational boundaries.

Product & Business Discovery

Turn assumptions into questions, identify what matters, test ideas early and help teams invest in the right problems.

AI & Automation Opportunities

Find where AI, automation or better use of data could create genuine value — starting with the problem rather than the technology.

From Opportunity to Experiment

Turn promising opportunities into something small enough to prototype, test and measure before committing to a larger investment.

Case Studies

Islands we've helped connect

01

Defence Technology

Improving onboarding meant looking far beyond the interface.

A customer problem crossed Sales, Customer Success, Production, Order & Finance, Product and Engineering. By making the whole journey visible and connecting the people behind it, we identified both quick wins and structural improvements.

ResultImproved the getting-started experience for 80% of direct-sales customers.

Before

Onboarding crossed six teams
Each team saw only its own part
No shared view of the customer's journey

After

One journey map shared across all six teams
The people behind each step connected
Quick wins and structural improvements identified

02

AI/ML Lead Generation

Connecting customer value, business viability and machine learning.

Could an expert-heavy AI/ML service become a scalable product? Business, UX, technology, data science and customers were brought into one discovery process to test the assumptions behind the idea.

ResultA testable MVP generated credible leads with enterprise customers and resulted in a signed Letter of Intent.

03

Common Components

Connecting technical priorities to real problems.

A development team had a long backlog but limited clarity about what mattered most. Product-discovery coaching helped connect technical possibilities with the needs of the teams they served.

ResultClearer collective priorities and a more collaborative way of discovering and creating solutions.

04

Credit & Risk · Nordic Onboarding

Making fragmentation visible.

Different Nordic markets appeared to share one onboarding process. Investigation revealed something different. Mapping the journeys across countries made variations, gaps and ownership issues visible.

ResultShared acknowledgement that the Nordic processes required redesign, with the findings ultimately reviewed at Nordic CEO level.

About

Why NUSA?

Nusa means island in Indonesian.

Teams develop their own language, processes, systems, priorities and expertise. Individually, each may work perfectly well. But many of the hardest customer and business problems live in the water between them.

NUSA was created to work in those spaces.

Hana Yusof

Founder, NUSA Lab · Stockholm

I'm Hana, founder of NUSA.

I've spent my career working on complex problems that don't fit neatly inside one team — across customer experience, operations, product, technology and organisational change.

My role isn't to arrive pretending to know more about your business than you do. It's to ask the questions that uncover what's really happening, connect knowledge across the organisation and help turn it into action.

The experience behind NUSA

20+ years

in transformation, product strategy and customer experience — including onboarding transformation and AI/ML adoption in large B2B organisations.

10 years

running a consultancy in Singapore, growing it from a solo practice to a five-person agency.

Domains

Credit and financial services (KYC, AML, decisioning) · Defence tech · IoT · APIs · SaaS

Selected outcomes — the founder's work before NUSA

50% faster customer onboarding

Connected six teams around one shared customer journey at a defence-technology company, helping cut onboarding time in half.

From AI/ML capability to working product

Led the productisation of an internal AI/ML capability in credit and risk — from proposition and interface to onboarding journey and working prototype.

From fragmented markets to one Nordic view

Revealed how differently the same customer journey operated across Nordic markets, giving leadership a shared view of where processes could be simplified and standardised.

Writing

Latest articles

All articles on LinkedIn ↗

FAQ

Common questions

Is NUSA an AI consultancy?

We work at the intersection of transformation, business and AI. We identify where AI can create real value, shape the right use cases and help test promising ideas.

How technical is NUSA?

We focus on connecting business needs with what's technically possible. For complex engineering, architecture or specialist AI work, we collaborate with your technical teams or the right experts.

What happens after you find an opportunity?

We prioritise what matters, define what success looks like and test the idea before committing to a larger investment.

Not sure we're the right fit?

Ask your own AI

This loads your assistant with the facts about NUSA and asks it to tell you plainly whether we fit your problem — or whether you need someone else.

Add a few lines about your situation where the prompt says so.

Ask Claude ↗ Ask ChatGPT ↗

Read the prompt first

I'm considering working with NUSA Lab (nusalab.ai), a business transformation and strategy consultancy based in Stockholm. Here is how NUSA describes its work:

WHAT NUSA DOES
Helps organisations find and solve problems that sit across teams, processes and technology — then turn them into practical change.

SERVICES
- Transformation and service improvement
- Product and business discovery
- AI and automation opportunities
- Turning promising opportunities into small experiments that can be prototyped, tested and measured before a larger investment

HOW NUSA WORKS
1. Understand — talk to the people closest to the work and see how things actually happen
2. Connect — map customers, teams, processes, information and systems to see the whole problem
3. Prioritise — identify where change could create the greatest value, including AI and automation
4. Test — prototype something small, learn quickly and measure whether it's worth taking further

STANCE ON AI
Starts with the business problem, not the technology. Sometimes the answer is AI or automation; sometimes it's process change, clearer ownership or no new technology at all.

WHO NUSA WORKS WITH
Mid-size and large B2B organisations across the Nordics. Based in Stockholm.

HOW ENGAGEMENTS USUALLY START
A focused prestudy, typically 4–6 weeks: one real problem followed across teams, systems and customers, ending with a map of the whole problem, prioritised opportunities (including where AI fits and where it doesn't) and one small tested experiment.

NOT NUSA'S CORE FOCUS
Complex engineering, architecture or specialist AI build work. For that, NUSA collaborates with the client's technical teams or the right experts.

EXPERIENCE
20+ years in transformation, product strategy and customer experience. 10 years running a consultancy in Singapore. Domains include credit and financial services (KYC, AML, decisioning), defence tech, IoT, APIs and SaaS.

MY SITUATION
[Describe your problem here — what's happening, which teams or systems are involved, and what you've tried.]

Based only on the information above, tell me plainly:
1. Is NUSA a good fit for my problem? Why or why not?
2. What could NUSA realistically help with?
3. If my problem needs a different kind of partner, say so and tell me what kind.
Ask me questions first if you need more detail about my situation.

Contact

Where is your business losing time, money or customer value?

Let's find one real problem and explore it together.

Book a call or connect on LinkedIn ↗