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

To be announced

Oleksii Tkachenko, Senior Content Designer @TravelPerk
Designing Scalable Product Copy with Content Systems

With AI, Content designers and UX Writers see a shift in their priorities. We’re no longer focused on ad-hoc copy support. It is now expected of us to come up with a more systematic approach to product copy.

With this talk, I’d like you to add a content system building to your stack of skills. Just like a classic design system provides designers with building blocks to maintain visual consistency, a content system will lay the foundation for consistent messaging within your product. And since no system exists in a vacuum, we’ll also touch on how lightweight Content Ops practices can support adoption and maintenance—so your system doesn’t gather dust after launch.

About Oleksii

Oleksii is a Senior Content Designer at TravelPerk, currently based in London. With 8+ years of expertise in Content and UX, he champions scalable content strategies to help products communicate with clarity and consistency. Beyond his role at TravelPerk, he’s teaching Content Design and provides mentorship for aspiring tech professionals (with 90+ students graduating in the last 3 years). Outside of work, he finds inspiration in street photography and enjoys creating zines, photo books, and limited-run prints.

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.

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.

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.

Marianne Stjernvall, Founder & CRO Expert @ConversionHub
Why Your A/B Tests Aren’t Giving You the Effects You Want

We like to say we're data-driven — but sometimes, that leads us to the wrong decisions. Sometimes we need to look beyond the horizon. This talk explores what happens when we focus too much on high-level KPIs and ignore signals deeper in the user journey. Through real CRO examples, I’ll show how some A/B test "winners" actually damaged the experience — and how to combine data with gut feeling, qualitative input, and context to make smarter decisions.

We’ll look at

Why winning tests can lead to losing users.
How to spot misleading metrics.
When human judgment should override the numbers.

About Marianne

Having spent over ten years in CRO, growth, and personalization roles, Marianne has just launched a new CRO agency—ConversionHub, which guarantees senior consultants. This self-professed ”Queen of CRO” has worked as a Digital Director for Tele2 and advised the AI startup Bubbi.ai. For Marianne, giving back to the community is essential, so she’s a regular event speaker and happily gives a helping hand whenever she can.

Cori Widen User Research Lead @Photoroom
Combine humans and AI to get fast, actionable user insights

Collecting and utilizing user insights in the product design process is often seen as ideal, but time consuming. We'll learn practical strategies for humans and AI to work together to get fast and impactful insights.

Key takeaways:

Learn a framework for using both human ingenuity and AI to generate insights about users in the design process
Learn prompting strategies for analyzing user interview sets and usability tests with ChatGPT when testing prototypes, copy, and competitors

About Cori

Cori Widen is a user research leader with more than 13 years of experience in tech and works with product and design teams on understanding their users and meeting user needs. At Photoroom, she's taking a human and AI driven approach while leading the user research function.