UX Sweden
Meet the speaker
Heidi Ettanen
Design operations lead H&M
Heidi Ettanen is passionate about ways of working, how we collaborate, communicate and get things done, together. She has set up the Design Operations team within Customer Experience at H&M - capturing, maturing and evangelising customer-centric design practices, scalable processes and empowering career structures, serving an international design community of designers and researchers. Heidi has close to 20 years of professional experience working in both in-house and in agencies across different industries, from gaming to NGOs. She started her career in branding, moved to product design, gravitated towards service design and has worked with innovation management and product leadership before combining it all in DesignOps. Heidi gets inspired by seeing people succeed and shaping the future of work.
What’s DesignOps - how can it help?
Design jobs are changing, the way we work are changing. DesignOps is the new kid on the block that promises both structure and enhanced collaboration by focusing on enabling the right conditions for an impactful design practice. Heidi Ettanen has established the DesignOps practice at H&M and is co-leading the DesignOps Assembly’s sweden chapter. She will talk about why DesignOps matters, what role it can play in your organization and how to get started.
Meet the speakers
Per Axbom
UX designer, educator and writer
😇😈 Ethics as a Driver of Design Innovation
Moral concerns are often seen as barriers to innovation—but in fact, they unlock it. Per Axbom explores how ethical design can broaden perspectives, spark entirely new services, and turn compassion into a strategic advantage.
Läs mer
Pontus Wärnestål
Head of Pedagogy
Ambition Group
Designing AI-Powered Experiences: From Insight to Initiative
What happens when digital services start making decisions on their own? In this talk, Pontus Wärnestål dives into designing predictive, adaptive, and initiative-taking experiences – with real-world examples and hands-on tips. No tech background needed – just a curious design mind.
Läs mer
Victor Bergh Alvergren
UX Designer
Hogia
Workshop: From Business Goals to User Goals
Tired of hearing your user-centered ideas “don’t align with the business”? The Goal Alignment Method shows how user and business goals can work together – with a shared focus and clear success metrics. A practical way to get everyone on the same page.
Läs mer
Lina Bodestad
Senior UX researcher
QESTIT
Design Psychology: Creating better products through deeper user insight
Why do users sometimes surprise us – acting in ways we didn’t anticipate? In this session, Lina Bodestad explores how psychology can help us understand these unexpected behaviors, avoid common UX pitfalls, and sharpen our user research techniques. With real-world examples and actionable advice, she shows how psychological insights can lead to smarter product design and stronger alignment with real user needs.
Läs mer
Mai Lee Yap and Maria Marklund
UX designer and DesignOps Lead
HiQ Göteborg and Hogia
Case study: How to land a unique Career Development Framework for design organizations - that actually does the job
Design teams often struggle with design maturity and career growth. This case shows how Hogia Group built a framework that boosts both designer engagement and organizational understanding of user-centered design.
Läs mer