Freddie Öst, Founder & Brand Director at SnaskClosing keynote: Human before technology - branding in a digital era
In the era of new technologies it's key to not forget the human aspect. Human needs to direct tech, not the other way around. In UX it's extra important since what we see as "natural" comes from being human beings, not being tech savvy. Branding is a huge part of design and technology and something we need to remind ourselves where it comes from, the heart and souls of humans.
About the speaker:
Freddie Öst, the Swedish brand director who co-founded Snask. Freddie defies norms and breaks free from the boring chains of convention. He's a champion for self-expression and boldness, which is downright obvious in Snask's eye-popping projects. Freddie has spoken in over 40 countries the last years at places like Stanford University, Google HQ, SXSW and many others. Brace yourself.
SNASK is your future romance. A creative agency of misfit geniuses conquering the world through fine lookin' design and real emotions. They seek to challenge conservative frameworks and they do it with their backs straight, supported by their unbreakable values. They don't cower away from the challenge, as they see that the magic lies within the unexplored. In order to be great - you have to be brave and bold. In order to be real - you have to stand up for your opinions and beliefs. And that is Snask - brave, bold and real. They excel at branding, design and film and refuse to do anything else than what they see as world class. They are doctors of disturbance, wizards of disruption and spokesmen of disobedience. They take on the responsibility to stay engaged, give a damn, and strive for empathy. There is a short word for this assumption of responsibility: Snask.
Annelie Tinworth, UX Content Design Lead @Volvo CarsPrompt 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.
Oliver Schöndorfer, Typography Consultant & Founder of Pimp my TypeBad Typography Kills
In this fun, fast-paced session, you’ll sharpen your eye for type and walk away with practical tips to make your digital product clearer, more effective, and far better for your users. Learn how to transform typography from a silent killer into one of your most powerful tools for crafting standout user experiences.
About the speaker:
Oliver Schöndorfer is a typography expert and UI designer from Austria, helping UX and design teams improve digital products through smarter type. With 15+ years of experience, he empowers designers to boost usability, accessibility, and brand consistency. Through Pimp my Type, the Font Friday Newsletter, and consulting, he shares practical insights in a uniquely fun and engaging way. When he’s not geeking out over type, he’s hiking with his wife, takes care of their three girls, or hand-grinding coffee – because details matter everywhere.
Bad Typography Kills
Typography is a key part of every design – yet it’s often an afterthought, until something goes seriously wrong. What do IKEA’s off-putting Verdanagate, the wrong movie winning an Oscar, and Apple’s Liquid Glass disaster all have in common? They show that typography isn’t just about aesthetics – it’s a critical part of user experience.
For UX designers, type isn’t decoration – it’s structure, clarity and tone. The right typographic choices can guide users, build trust and even increase conversions.
In this fun, fast-paced session, you’ll sharpen your eye for type and walk away with practical tips to make your digital product clearer, more effective, and far better for your users. Learn how to transform typography from a silent killer into one of your most powerful tools for crafting standout user experiences.
Typography CPR – Workshop
Bad typography hurts users – but the good news? Most issues are totally fixable, if you know what to look for.
In this fun, hands-on workshop, you’ll learn how to triage common type emergencies and bring your designs back to life.
We’ll cover how to:
- Spot font choice red flags (before they blow up your layout)
- Fix broken visual hierarchies and messy reading flows
- Catch and prevent common accessibility traps in type
Whether you’re designing apps, websites or prototypes, you’ll leave with a sharper eye, smarter strategies and practical tools to make your typography cleaner, clearer, and way more effective. If you want to, bring your questions, your curiosity, and your worst type crimes – we’re here to save them.
Andre Fangueiro, Head of Design @TietoevryThe 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.
Tetiana Gulei, Senior UX Designer @ONWARD MedicalGenerative AI for Engaging User Storyboards
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.
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.
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.
Workshop: AI for Storyboarding: Visual Narratives with Adobe Firefly
In this hands-on workshop, you'll learn how to create visually consistent, high-quality storyboard visuals using Adobe Firefly, an AI image generator. We'll explore how to build coherent characters, scenes, and moods using essential features such as image reference, style reference, and visual effects. We’ll also cover prompt techniques and creative workflows to help you get the most out of AI-generated images.
Whether you're a UX designer, part of a product team, or simply curious about AI image generation, you’ll leave this session with practical tools and inspiration for creating engaging, consistent storyboard visuals with Adobe Firefly.
Oleksii Tkachenko, Senior Content Designer @TravelPerkDesigning 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.
Marianne Stjernvall, Founder & CRO Expert @ConversionHubWhy 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.
Roberto Chaves, Product/UX Designer @TabiBreaking Rituals and the Art of Communicating Design
How do we break free from outdated rituals and redefine design processes to create real impact? This talk explores the art of effectively communicating the value of design to stakeholders while critically evaluating and adapting processes for each unique team and project. Through engaging stories and practical lessons drawn from years of experience as both a designer and former developer, Roberto Chaves shares how to improve collaboration, inspire change, and put user-centered design at the heart of decision-making.
Attendees will leave with new tools and mindsets to navigate complexity, challenge unhelpful habits, and drive meaningful impact across the entire product development process.
About Roberto:
Roberto Chaves is a designer passionate about creating exceptional visual experiences, with a career spanning Virtual Reality, 3D printing, and UX. He has worked with global brands like IKEA, launched Lumitoro—a jewelry brand that pioneered 3D printing—and received honors such as the IBM Leonardo Da Vinci Award and Autodesk’s ‘Inventing the Future’ title.
He’s currently designing the entire product experience for QNO, a sustainability-focused startup, where he leads UX/UI, branding, and the integration of AI and gamification to enhance usability and delight.
This year is the 10-year anniversary since Autodesk first invited him to speak about his design process at their event in Berlin, marking the beginning of a long journey of sharing knowledge and mentoring others. Fluent in multiple languages, Roberto blends curiosity, skill, and a love for problem-solving, always striving to achieve world-class results.
Tessa Griffioen, Senior Service Designer @nlmtdFrom knowing towards doing: growing your users’ capacity to act
The Dutch WRR (Scientific Councel of Government Policy) recently published reports on humans’ capacity to act. Consisting of both cognitive and non-cognitive capabilities, one’s capacity to act defines how capable we are in navigating certain goals in life: such as filling in tax returns, paying our bills, applying for jobs, or (financially) planning for retirement.
In the context of a public compensation scheme, me and my team developed a framework for better understanding, activating and informing different user groups based on their capacity to act. Within this framework, six archetypes are defined based on the level of their cognitive and non-cognitive capabilities.
The key takeaway is the content of this framework, and how it can be used to help your users use and understand your service our product.
About Tessa
Tessa is a freelance senior service designer and design strategist with experience in effectively leading teams in translating human insights into physical and online experiences. In her recent roles, she was responsible for redesigning end-to-end journeys and service maps with high social impact. She loves to bring together different people within an organisation and translate strategy into concrete human experiences, frameworks, and visuals.
Growing your users’ capacity to act: working with an archetype framework
The Dutch WRR (Scientific Councel of Government Policy) recently published reports on humans’ capacity to act. Consisting of both cognitive and non-cognitive capabilities, one’s capacity to act defines how capable we are in navigating certain goals in life: such as filling in tax returns, paying our bills, applying for jobs, or (financially) planning for retirement.
In this workshop, we are actively working with a framework for better understanding, activating and informing different user archetypes. By the end of the session, you will have applied the framework to your product or service, and refined it based on your users' cognitive and non-cognitive capabilities.
Daniel Stridsberg, Co-founder & Design Director at ROST StudioDefining Quality in Barbie World: Adding Value When the Extraordinary Becomes Ordinary
When everyone is empowered with the opportunity to create anything, and looking stunning is the new baseline — how does that affect our general perception of quality? Is it a curse forcing humans out of craftsmanship? Or a blessing in disguise, forcing a paradigm shift from appearance to meaning and depth? What could such a shift mean for future work? And what would be the difference between seeming great and being great?
Take a leap into an analogy where surface-level perfection is expected, but depth and meaning are far from guaranteed.
In this session, we’ll dive into:
– What is “quality”?
– Design implications when perfection is the norm
– Moving from execution to essence
– A shift in the designer mindset
About the speaker:
Daniel Stridsberg is a senior interdisciplinary designer and co-founder of ROST Studio, where he and Johan Ronnestam help brands and products come to life through strategy, storytelling, and human-centered design. With nearly two decades of experience leading UX, product, and brand initiatives, Daniel works across disciplines and industries to turn complexity into clarity — and ideas into impactful experiences.
He specializes in bridging narrative and systems thinking, facilitating deep design processes, and helping teams shape meaningful and emotionally resonant solutions in a world of rapid automation.
Defining Quality in Barbie World: Adding Value When the Extraordinary Becomes Ordinary
When everyone is empowered with the opportunity to create anything, and looking stunning is the new baseline — how does that affect our general perception of quality? Is it a curse forcing humans out of craftsmanship? Or a blessing in disguise, forcing a paradigm shift from appearance to meaning and depth? What could such a shift mean for future work? And what would be the difference between seeming great and being great?
Take a leap into an analogy where surface-level perfection is expected, but depth and meaning are far from guaranteed.
In this session, we’ll dive into:
– What is “quality”?
– Design implications when perfection is the norm
– Moving from execution to essence
– A shift in the designer mindset
