Design Anthropology
– from tribal societies to modern product design

What comes when you mix an ex-stand-up comedian and digital death scholar with modern product design and solution-oriented coaching practices?

The result is me, Anna Haverinen, PhD, design anthropologist, advisor, and coach at your service.

Since 2009, I've worked in several Finnish industry-leading agencies helping B2B and B2C businesses understand people, customers, and cultures. I've led numerous design and customer insights projects across industries covering branding to product design, and research to strategy. As I move between various business and service development areas, my work typically revolves around making strategic decisions and implementing strategy.

My academic career explored digital mourning and digitalised death rituals, humor and violence, and applying ethnigraphic research in digital environments. You can find my list of publications from here.

Here at Havainna I offer team and individual coaching, keynotes, and advisory services for those looking to improve their research and design skills – and discover their personal or organisational potential. I have experience from large to small audiences, from conference floors to team meetings – and everything in between.

“During the day” I work as the Lead Designer in Strategic Design at Gofore.

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What is Design Anthropology?

Design Anthropology is all about mixing creativity with a deep dive into what makes cultures tick, giving businesses a real-deal scoop on what people are all about.

Instead of just chasing after market segments or demographics the old-school way, it goes after the heart and soul of consumers' cultures and feelings. This mixed-method approach leads to designs that truly speak to people, making them feel a genuine connection and loyalty to brands and businesses.

Design anthropology applies anthropological theories of cultures, rituals, symbols, taboos, and interpretations of human experience. Design makes it concrete, and applicable in product design, branding, and strategies.

By bringing Anthropology into the mix, businesses can get a leg up on the tricky twists and turns of today's markets, focusing on what it means to be human in this digital (and analogical) world.

I teach this ground-breaking approach to individuals and teams. Contact for more info.

About my coaching and training methods

Solution-Focused Coaching

Solution-focused coaching centers on what works – not what's wrong. It helps clients recognize their strengths and take small, concrete steps toward meaningful change. The approach is grounded in the belief that the client is the expert of their own life and that change can start from building on existing resources.

How does it look in practice? I ask questions and help you find your own motives and resources to reach your goals. We will talk about your values, hopes and dreams, your beliefs and how your past experiences have shaped the way you are. The methods are future-oriented and help you recognise how to move forward. I avoid giving you quick answers or solutions – unless we work on specific tasks like fixing your CV.

Mentoring

Mentoring is a collaborative learning relationship where a more experienced professional supports someone in their personal or professional development. It involves sharing experiences, offering perspectives, and jointly shaping a path forward – with encouragement, respect, and mutual trust.

How does it look like in practice? I guide you and give you examples from my own career path. Typically I also offer connections from my vast network of people, if I recognise someone could help you reach your career dreams faster.

Neurosensitive Approach

A neurosensitive approach acknowledges that people perceive and process the world in different ways. Sensitivity to stimuli is not a flaw, but a trait that deserves understanding and space. This method emphasizes creating supportive environments where all nervous system responses are respected.

How does it look like in practice? I do not expect you to take eye contact in our meetings, nor expect everyone to talk in group trainings. I always fine tune my approaches to your and group needs. You can also ask for modifications such as turning off camera, calling via phone, or any other necessary accommodations.

Trauma-Sensitive Approach

Trauma-sensitive coaching and training is rooted in safety, choice, and empowerment. It recognizes that past experiences can shape how people react and engage in the present. By fostering trust, avoiding re-traumatization, and working with compassion, we create space for healing, growth, and sustainable change.

How does this look in practice? I may offer choices about how a session begins or suggest to skip topics that feel overwhelming for you. I’m mindful of your language and body cues, avoiding assumptions or pressure. My coaching education focuses on finding solutions that work for you as an individual, but for severe traumatic experiences I will guide you to seek professional psychological help.

My Services

I coach individuals to reach the career of their dreams. Rates begin from 110€/1,5h.
I teach customer insights, design anthropology and digital service design. Check out my past and upcoming courses.
Are interested in having a thought-provoking speaker at your event?Contact me for more details.