Keynote speakers

Sofie Lindblom
Chief Product Officer at SPCE

Innovation - How to walk the talk

"Innovate or die" is an expression that has been used to describe the business landscape across industries in recent years. Even though it might be a bit too dramatic for some it is based on the undeniable truth that the world has never changed this fast before. The ability to innovate is crucial for organizations to survive and keep up. It is also a tremendous opportunity to do things better and smarter than before. In this talk we will explore a toolbox of strategic and tactical tools for driving innovation in your team and organization. Walking the talk has never been more important.

Sofie Lindblom

Sofie Lindblom is the Engineer who fell in love with the creative process. An Entrepreneur and Creator with a passion for turning ideas into innovations.

For the past ten years Sofie has led innovation processes both within established companies and as an entrepreneur. Sofie was the global innovation manager at Spotify during the intensive growth phase 2014-2017 and has helped companies such as H&M and Electrolux with their innovation efforts. She has founded and been the CEO of the idea management platform ideation360. In 2020 she started her second startup journey as Chief Product Officer for SPCE, a company developing the world's first digital sales room to reduce business travel after the pandemic.

Sofie's energy and passion has led to several awards and nominations over the years, for example one of "Sweden's most powerful women" by Dagens Industri and "Future Female Leaders" by Ledarna. When Sofie is not deep down in the creative process she enjoys spending time in the boardroom and currently holds board positions in Business Sweden and Utbildningsradion (UR). She is a popular speaker on stages around the world including two TEDx talks.

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Stefan Hyttfors
Futurist

The next phase is no longer about information but rather about trust.

It is increasingly harder to compete with rational arguments like price and quality with everyone and everything connected. Automation and wearable technologies will provide even more relevant information to consumers. If design 1.0 was all about getting attention, the next phase will be about creating trust.

Stefan Hyttfors

Stefan Hyttfors is an acclaimed futurist, author and global speaker focused on disruptive technologies, behavioral change and next generation leadership.

Stefan has a background as journalist and economist. He has been awarded the Swedish speaker of the year two times.

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Speakers

Frida Norfors
Head of UX at ARC

Data-driven design - How does it work ethically?

Understanding the customer is the foundation of working with UX. With more and more different ways to gather data about the users, the risk is that we start to focus more on numbers than on the people behind the numbers. During this talk, we will explore what we can learn about the users, and how to use data to benefit the user - not work against them.

Frida Norfors

Frida is a data-driven UX Designer and researcher that has embraced the quantitative side of UX in her work. Changing behavior and creating experiences that have true value for the user and the business has always been a focus for Frida. Today, Frida is Head of UX at a newly started agency within ARC, where she redefines what it truly means to work data-driven in design.

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Moa Bogren
Senior User Researcher at SBAB

Great experience for everyone

A case study - how eye tracking opens up doors to perform usability tests with target groups who otherwise might be excluded. And the importance of evaluating not only design solutions from an accessibility perspective but also the methods we use to create inclusive and accessible customer experiences.

Moa Bogren

Moa is a senior User researcher working at SBAB with a passion for theorizing and exploring research methods and strategies.

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Andreas Olsson
UX designer at Lexplore

Ethical validation in the product design process

Principles and processes are efficient ways to guide product design in ensuring consistency and quality. But ethics are more complex. They’re the moral foundation of a company, making room for opinions and ideology. They are more abstract and philosophical. Modern AI services are also subject to legal requirements. So how do you handle that in a structured manner? 

This is a talk about how Ed-Tech company Lexplore incorporates ethical validation in their design process in order to both caters to a culturally diverse market while maintaining their moral obligations.

Andreas Olsson

Just like yourself, Andreas is a designer. His desire to build great products has made him shift focus, from designing buttons, to designing strategies processes where everyone can contribute to the creative work.

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Benni Kluge & Ane Sharma
UX Writer & Lead UX Researcher at Schibsted

Made you read - testing for privacy copy people understand

Have you ever really read through privacy settings on a website? If so, did you really understand what you consented to or not? Truly? At Schibsted, we care about the privacy of our users. When the time came to update our privacy settings UI, we took the opportunity to test the copy as well. Our goal was this: How could we present the choices in a way that was understandable to people, where there was enough information but not too much to bother going through it? In this talk UX writer Benni and UX researcher Ane will walk you through how we went about testing the copy, evaluating these methods and sharing some of our interesting insights.

Benni Kluge & Ane Sharma

Benni Kluge is UX writer in the central UX team in Schibsted, and has a varied background as a copywriter, content producer and project manager in digital and classic design agencies. A language aficionado (that means someone who loves something very dearly) with a built-in sensor for what makes clear and understandable copy – for all. Testing copy is like Christmas eve: Always something surprising to unpack.

Ane Sharma is a Lead UX researcher at Schibsted, and has worked on different media products since 2016. She specializes in qualitative research methods, and loves trying out new ways to get insights. As an avid reader, language has always been a topic of special interest, and at her previous job in a video chat startup she had a hand in writing the copy. How she wishes she knew more about testing copy back then!

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Maria Pustynnik & Linnea Berggren
UX designers at Storytel

An accessible design - how to get started?

Accessibility is on everyone’s minds at the moment and with small improvements today having a big impact tomorrow, there’s no better time to get started. While it may seem daunting to be compliant with WCAG 2.1 by 2025, it doesn’t have to be scary. In our talk, we’ll share our story, including wins (and yes, fails) as well as practical examples that can help you to take the first step towards a compliant and accessible experience for your users. You don’t need expertise or a manager’s buy-in but simply a willingness to get started. We want to inspire fellow designers to see potential constraints as inspiration to design better products, which will have a big impact on those who need it most.

Maria Pustynnik & Linnea Berggren

Maria and Linnea are two UX Designers at Storytel passionate about accessibility and diversity. Maria works with the core functionality of the Storytel app and always assures the quality of the design by making usability tests as inclusive as possible. Linnea focuses on conversion and user activation and believes that a great user experience should be for everyone.

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Linda Stenmark
UX Lead at AMF

Warning! Stereotypes in design

It’s not news that the advertising business needs to think more about equality. Aren’t we all exhausted by stereotypes in publicity?

But what about us UX Designers? Do we need to consider equality? Can there really be an exclusion in user interfaces?

Well, our assumptions can really mess things up. We need to find out who is excluded by our designs and how our design might be misused. I believe user research and design deliverables have a big impact in the world, if used in the right way.

Linda Stenmark

Linda is all about designing based on user needs, so that the technology adapts to humans, not the other way around. She loves the creative process and wants to make sure you have fun while collaborating.

Follow her for inspiration about the design process on Instagram @enkoppUX (in Swedish though).

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We hope to see you on November 11th.