UX Sweden
Meet the speaker: Lina Bodestad
Lina Bodestad
Senior UX researcher QESTIT
Lina Bodestad is a licensed psychologist with a background in education and organizational development. Today, she works as an Experience Lead at Volvo Cars, combining UX strategy with behavioral science. She has published three books and regularly teaches UX and user psychology at vocational colleges.
Design Psychology: Creating better products through deeper user insight
Why don’t users always behave the way we expect – or hope – they will? What common UX pitfalls can be avoided by deep psychological insight? And what simple techniques can help even the most experienced researcher in getting more insightful user interviews?
These are the questions Lina Bodestad will explore during her session. Lina offers a high-level overview of what psychology can teach us about user behavior – and how we can apply psychological insights to design products and services that meet real user needs better than the competition.
Meet the speakers
Heidi Ettanen
Design operations lead
H&M
What’s DesignOps - how can it help?
As the design field evolves, so does the way we work. Heidi Ettanen, who established the DesignOps practice at H&M and co-leads the DesignOps Assembly’s Sweden chapter, will share why DesignOps matters, how it can strengthen your organization, and what it takes to get started.
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Maria Marklund and Mai Lee Yap
DesignOps Lead and UX designer
Hogia and HiQ Göteborg
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 study shows how Hogia Group built a framework that boosts both designer engagement and organizational understanding of user-centered design.
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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.
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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.
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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.
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Thorsten Jonas
Founder & Digital Sustainability Activist
SUX Network
The Sustainable UX Playbook: Design for a sustainable Future
The internet’s infrastructure emits more carbon than the airline industry and consumes billions of liters of fresh water. Digital is always physical. While we focus on user convenience, we often overlook the harm to ecosystems. In this talk, you’ll learn how to design digital experiences that consider their wider environmental impact — and why designing only for the user is no longer enough.