Code of conduct

SXC is dedicated to providing an enjoyable, respectful, and harassment-free event experience for everyone attending regardless of gender, gender identity and expression, sexual orientation, disability, physical appearance, body size, race, age, or religion.

Sexual language and imagery is not appropriate for any conference venue, including talks. We do not tolerate harassment of event participants in any form, and we expect all participants to conduct themselves in a professional and appropriate manner.

Conference participants violating these rules may be sanctioned or expelled from the conference, without a refund, at the discretion of the conference organizers. We expect participants to follow these rules at all conference venues and conference-related social events. Harassment includes, but is not limited to:

  • Verbal or written comments that reinforce social structures of domination related to gender, gender identity and expression, sexual orientation, disability, physical appearance, body size, race, age, religion
  • Sexual images in public spaces
  • Deliberate intimidation, stalking or following
  • Harassing photography or recording
  • Sustained disruption of talks or other events
  • Inappropriate physical contact
  • Unwelcome sexual attention
  • Advocating for, or encouraging, any of the above behaviour

Contact us on-site
If discomfort would arise we will have a dedicated contact person on-site during the event. Contact information for that person will be presented closer to the event on our site, and in our different information channels.

Meals
We will serve vegetarian food at the venue. If you have food allergies or dietary restrictions, make sure you notify us when purchasing tickets. Vegan and gluten-free options will be provided on demand.

Allergies
Refrain from wearing scents such as perfumes/colognes, scented lotions, clothing with strong detergent scents etc. Notify us of preventable environmental allergies when purchasing tickets. Pets are not allowed, with the exception of service animals of course, but please notify us if you are planning on bringing a service animal.

Illnesses
If you currently are or fear you may be sick, please stay at home to not get anyone else sick. This is extra important as we may have attendees who are immunocompromised. You can always update/change the name of your ticket. To prevent any illnesses, practice good hygiene. 

Media consent
Our photographers will take pictures during the event, if you don't want to be included in these pictures please send us an email at sthlm.xperience@zingtongroup.com or contact our photographers on-site. Unless you receive explicit permission, do not take pictures or recordings of any other attendees. Respect individual speakers' media consent. 

Children
Babies are welcome. If you feel the need for privacy, restrooms will be available. 

Bathrooms
Accessible unisex toilets are available 

Accessibility service

  • Reserved seating for people with disabilities (with and without mobility devices)
  • If you have special needs that require assistance e.g. sign language interpreter, please contact us for further info
  • Hearing loop is installed
  • Subtitling of presentations will be available in real-time
  • Restroom will be available, if you need to charge your human batteries for a while
  • Service animals are of course welcome, please notify us at sthlm.xperience@zingtongroup.com if you are planning to bring a service animal.  

Sustainable focus
Sustainability is important to us. We take responsibility for all our decision-making, and work to make a positive contribution to the environment. We climate-compensate travel, and equipment which makes the conference possible.

Important phone numbers
All emergencies: (+46) 112
Non-emergency medical guidance: (+46) 1177


Hosted by

Lotta Olkinuora
Head of Customer Success @ LeanLab.co

Lotta has a 15 year long background in mixing qualitative and quantitative research techniques across more than 200 different CX and Digital development projects in the UK, Nordics and Asia.

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Fotini Ioakeimidou
Design Operations Manager @ Kry

Fotini is a human working in Design Leadership at Kry. Her latest passion is Design Operations and how to enable design teams to do their job in the best way. A Product Designer and a Design Manager before, she cares about structures that help people grow. And processes to deliver product experiences that matter. Her biggest nightmare is working with a team of people that don't care for either of those. She has a background in Computer Engineering and Human-Computer Interaction. She worked at various fast-changing companies, like Telia, a couple of startups, Schibsted, Klarna, and now Kry. She has also made several attempts at theater studies, loves Lindy Hop dancing, and is coaching people to reach their dreams on the side.

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Tonje Evanger & Ellen Wagnild-Antonsen
Chief Design Officer and Director of Strategy & Strategic and Service Designer @ Variant

Tonje Evanger is CDO and Director of Strategy at Variant, a consultancy offering design, technology and business services.Tonje has been in charge of design and innovation processes in both startups and large corporates for 15 years, focusing on building strategy and culture for innovation and intrapreneurship.She is also Ass. Professor of Strategic Design at NTNU, Institute of Design, as she loves to learn and to share learning.

Ellen Wagnild-Antonsen is a strategic and service designer at Variant, a consultancy offering design, technology and business services.Ellen is a civil engineer with a master's degree in industrial design as well as a bachelor's degree in marketing communication. She loves working in teams to discover creative solutions to complex problems.

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Anna Söderbom
Localisation and UX Writing Coach @ Söderbom Consulting

Anna Söderbom has an extensive background from the localisation industry – having done everything from translation and transcreation to project management and leading teams. During the last few years, she’s worked at Swedish tech unicorns where she’s built and scaled teams that work with localisation and UX writing. Anna recently started her own business and is now helping companies figure out how to work with these disciplines.

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Anna Söderbom
Localisation and UX Writing Coach

Anna Söderbom has an extensive background from the localisation industry – having done everything from translation and transcreation to project management and leading teams. During the last few years, she’s worked at Swedish tech unicorns where she’s built and scaled teams that work with localisation and UX writing. Anna recently started her own business and is now helping companies figure out how to work with these disciplines.

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Elisabeth Aguilera
Chief Accessibility Officer (CAO) @ Arbetsförmedlingen

Elisabeth has been a UX designer for 6 years, and had a career as a dance educator, instructor and coach for 12 years before switching to ICT. From lecturing at Uppsala University, to coaching children to a higher self-worth, she has niched herself as a UX designer within inclusive design, and mapping of organizations and transformations. As CAO at the Swedish public employment service agency, she has worked to create courage and awareness of the subject and aims to create an inclusive agency and workplace, which is one of her agency's goals for the year 2026. Elisabeth's belief is that if we strengthen the core, it will create positive ripples on the water.

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Ville Österlund
CEO @ LeanLab.co

Ville's passion is in participatory user research where Users meet Tech. Previous to founding LeanLab Ville has been working as SVP of User Insights with Digitalist, a Nordic digital innovation agency, helping brands to create better experiences for clients such as Google, Spotify and Finnair. Before joining Digitalist Ville built his own Customer Insight agency InterQuest which operated in London, Helsinki and Singapore and worked with clients such as Sony, Sky, Nokia.

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Jenny Theolin
Learning & Development Specialist @ AFRY

Experienced designer, learning leader and educator. With nearly two decades experience working in the design industry, Jenny can now be found working with some of the world’s leading schools, as well as helping corporate companies become learning organisations through co-designing internal processes and programmes.

Jenny has been building and leading distributed teams since 2009. More recently she’s been helping individuals and teams digitise and digitalise their ways of working. Through learning design and facilitation, leadership coaching and designing corporate training programmes, her mission is to continue inspire happiness at work

Founded and financed through her studio, she also runs WOW Academy AB, Toolbox Toolbox, and Design Education. On top of that, she is an avid photographer.

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Stefan Moritz
Senior Design Director @ McKinsey

Stefan is a hands-on visionary and globally recognized thought leader. Stefan leads the service design work within McKinsey Design. He helps clients develop the capabilities and to embed new ways of thinking into their organizations and facilitates the change that enables them to exceed customer expectations.

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Maria Lifsten & Ellen Pettersson
Service designers @ Zington

Maria is an experienced UX, UI and service designer that has a long experience working in different industries and within several parts of the design spectra.  

Ellen is an experienced service designer with a focus on user research.

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Anik Devaughn
Multidisciplinary creative professional @ Wired to Design

Anik Devaughn is a multidisciplinary creative professional and entrepreneur. Besides a successful career as a world-renowned dancer, a UX consultant and design mentor, he spends his time bridging the gap between culture, design, business and tech.

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Aroshine Munasinghe & Eugen Azcoaga
UX Researcher & Product Designer @ Doktor.se

Aroshine is a UX researcher at Doktor.se. Over the past 6 years, she has combined coding, UX design, and UX research. Her core strength lies in product and UX research, a combination of shaping business strategies and user insights using mixed methods. Aroshine has always looked to pursue opportunities that stretches her comfort zone, and continuously widens her perspectives by being curios in building relationships and creating impact throughout the organisation.

Eugen is a Product Designer at Doktor.se and has worked with product design for the past ten years. He gets his kicks out of solving complex design challenges and user problems, always guided by insights and working in tight collaboration across functions. His tendency for systemizing everything has made design systems thinking a natural part of his approach to product design.

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Christelle Ngnoumen, PhD
Principal Behavioral Scientist @ Headspace Health

Dr. Christelle Ngnoumen is a Principal Behavioral Scientist at Headspace Health, where she leads internal and external research dedicated to the design of Headspace’s evidence-based digital interventions. She is a mindfulness and meditation expert, has published and taught extensively on the topic, and is an editor of the Wiley Blackwell Handbook of Mindfulness. Christelle has a user research background from working with teams and organizations building B2C and B2B solutions within L&D, HealthTech, and FitTech. She is excited to talk about behavioral design, and ways mindfulness psychology can be leveraged to build positive digital experiences.

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Elisabet Johansson
UX Lead @ Bolibompa, SVTi

Elisabet Johansson is a UX designer and product strategist with a background in EdTech and media. Through her work with parents, kids and teachers, she is trying to create learning experiences that are fun and friendly for all.

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John Bevan
Creative & Strategy Director @ Bejo

John is a creative and strategy director, bringing 15 years of experience from partnering top tier global brands to deliver growth through design, digital, and innovation. He helps organisations advance the world by great design, co-creating mesmerising new products and services, optimising and enriching customer experiences, and driving growth and strategic advantage.

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Rebecka Wedlund & Maria Undén Morein
CTO/CBO and co-founder & CEO and co-founder @ numa

Rebecka Wedlund, CTO/CBO and co-founder: MSc. Computer Science, KTH. Experienced systems developer, business developer, company leader and CEO. Experience from taking a startup to an exit. Baby on the way.

Maria Undén Morein, CEO and co-founder: Licensed physician, KI. Experience from board work, Medical Women’s International Association, rehabilitation and pain relief. Mother of Harald and Astrid.

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Nils Berg
Product Designer @ Sleep Cycle

Nils Berg is a Product Designer, currently improving sleep for millions of users at Sleep Cycle. He has a background spanning over several industries including Digital Healthcare, Automotive and Data analytics. Started out designing infotainment systems, to help users create healthy habits for sleep employing design for behavioural change. He strives to design experiences that help users achieve their goals in the most elegant and efficient way possible.

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Maria del Riccio & Linda Braeken
Product Manager & Product Designer @ Wellobe

Maria is a product manager with a background in analytics and conversion optimization. Including quantitative insights in the product development process is her forte. Before joining Wellobe, she has worked with conversion and a/b testing in different Schibsted companies.

Linda is a product designer with over 15 years experience of designing web and mobile applications. She has been working with larger companies such as Länsförsäkringar, Telia and Viaplay as well as with smaller start-ups.

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Jonas Söderström
Author & UX strategist @ Form & Innehåll

Jonas Söderström's title is usually "ux strategist". He has worked with usability in digital systems and with the internet as a consultant since the mid-1990s, with assignments for a large number of corporate groups, organizations and authorities. He is a pioneer of the concept of digital work environment and has been called "the Swede who comes closest to the concept of web usability guru”. In the spring of 2012, he was appointed one of the members of the Swedish government's special working group for increased usability and accessibility in the digital field. In 2015, Sweden's interdisciplinary association for human-computer interaction (Stimdis) awarded him its Large Prize. He has published the books "Jävla skitsystem!” (”Stupid f*cking system!”), sold in over 20,000 copies in Sweden and Norway (latest edition 2022) and ”Inte så jävla krångligt! Praktisk handbok i att skriva för digitala medier” ("Not so f*cking complicated! Practical handbook in writing for digital media”) (2018). He was also one of Sweden's first bloggers, and started the blog Blind Höna already in 2001.

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John Melin
Senior frontend developer @ Computas

John Melin is a frontend lead developer with a passion for creating intuitive and understandable systems. Before becoming a consultant at Computas he worked with health information systems at DHIS, and is currently deployed at the Norwegian Health Department. Hes also one the leaders of the company web application discipline group.

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Eugen Azcoaga & Aroshine Munasinghe
Product Designer & UX Researcher @ Doktor.se

Eugen is a Product Designer at Doktor.se and has worked with product design for the past ten years. He gets his kicks out of solving complex design challenges and user problems, always guided by insights and working in tight collaboration across functions. His tendency for systemizing everything has made design systems thinking a natural part of his approach to product design.

Aroshine is a UX researcher at Doktor.se. Over the past 6 years, she has combined coding, UX design, and UX research. Her core strength lies in product and UX research, a combination of shaping business strategies and user insights using mixed methods. Aroshine has always looked to pursue opportunities that stretches her comfort zone, and continuously widen her perspectives by being curious in building relationships and creating impact throughout the organisation.

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Ellinor Diring
Sustainability & Accessibility

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Emma Wik
Design & Marketing

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Veronica Wallström
Head of Design

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Tommy Marshall
Head of UX

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Dana Leshchuk
Design & Branding

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Aminata Grut
UX Writing


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Leila Englund
Development

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Sanne Skagerling
Tech & Sound

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To be announced

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Workshop Facilitator
TBA


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To be announced...

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To be announced...

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To be announced...

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Andre Fangueiro Head of Design @Tietoevry
The Future of UX: AI-Enhanced Workflows and Beyond

AI is no longer a futuristic concept it’s here, reshaping how designers work, create, and innovate. But how do we ensure AI enhances, rather than replaces, the human touch in UX?
In this session, we’ll dive into:
- AI’s role in UX workflows—from research to prototyping and beyond
- The shift from human-led to AI-empowered design
- How to integrate AI tools effectively without losing creativity
- The impact of AI on productivity, decision-making, and personalization

Key Takeaway: AI won’t replace designers but designers who embrace AI will redefine the future of UX.

About Andre Fangueiro

Andre Fangueiro is a seasoned design and innovation leader with a career spanning over two decades across Europe. With a background in Design, Andre has worked with global brands such as Canon, Nestlé, Giant Bicycles, Invacare Medical, and Laerdal Medical, as well as pioneering startups.

Currently serving as the Head of Design at Tietoevry and the Founder of Human-Lab.eu, Andre specializes in creating human-centered experiences, shaping design strategies, and driving innovation at the intersection of technology and business.

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Tetiana Gulei Senior UX Designer @ONWARD Medical
Generative AI for Engaging User Storyboards

Storyboards are the best way to illustrate the user journey and highlight pain points. Creating detailed and well-crafted storyboards, however, can be time-consuming and challenging when inspiration doesn't come quickly. AI image generators offer a solution by creating unique and engaging visuals for storyboards based on short, simple text prompts.
Join me in this talk to discover how Generative AI tool, Adobe Firefly, can create storyboards that effectively tell a story, spark emotions, and communicate a clear message to your team and stakeholders. Through different case studies, you will discover how to create dynamic characters, set scenes, and visualize concepts that resonate with your team and stakeholders.

Tatiana will also hold a workshop: 

In this workshop, we'll get more hands on where you'll create your own AI visuals for your storyboards. You'll learn how to write effective text prompts in Adobe Firefly, develop engaging characters and scenarios using AI, and work with reference images to maintain consistent visuals across your storyboards scenes.

About Tetiana Gulei

Tetiana is a Senior UX Designer based in the Netherlands. Starting her career as an engineer, she developed a passion for user-centric and accessible design, together with an interest for technology and innovation. She also shares her UX expertise through conference talks and LinkedIn Learning courses on various UX topics, reaching over 50,000 students worldwide.

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Annelie Tinworth UX Content Design Lead @ Volvo Cars
Prompt like a content designer

"Words don't come easy," especially when they aren't your usual design element. But with the right frameworks and prompting techniques, they can become more manageable.

Join Annelie for an engaging exploration of practical frameworks and prompting strategies that will help you craft compelling content that resonates with your users—both with and without the assistance of AI.

In this interactive session, you will:

- Learn essential techniques for crafting clear and impactful messaging in user interfaces.

- See concrete examples that illustrate these techniques in action.

- Gain practical confidence to care for the words in the user experience, regardless of your role in the development process.

This is an opportunity to enhance your content creation skills and build a pragmatic toolbox that elevates your design practice.

About Annelie Tinworth

Annelie is the UX Content Design Lead at Volvo Cars, overseeing customer support content across in-car, app, and web platforms. With nearly two decades of experience in UX, content and localization, she has worked with global teams in fin-tech (Klarna), consumer goods (Dometic), lifestyle (Nike), and software (Bluebeam).

Annelie embraces AI as a tool to enhance her craft, blending content design with analytical systems thinking and creativity. Some call it 'content engineering'. She calls it 'frustrating fun'. Based in Stockholm, she enjoys kite surfing and sharing her knowledge as a speaker and mentor in the design community.

https://www.linkedin.com/in/an... 

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