UX Sweden 2025
Meet the speaker: Per Axbom
Per Axbom
UX designer, educator and writer
Per Axbom is a UX designer, educator and writer with expertise in good-hearted tech and responsible innovation.
Since the mid-90s, Per has been an early internet enthusiast, blogger, podcaster and teacher of web trends. He has been an active advocate for accessibility and human rights in product and service design for more than 20 years.
As an educator in the many aspects of digital ethics, Per helps organizations manage the tough trials of tech. He wants technology to be applied where it contributes to well-being and allows people control over the machines – never the other way around.
Ethics as a Driver of Design Innovation
It's widely believed that moral decision-making slows down innovation, when the opposite is true! Ethical principles encourage us to listen to people we have never talked to before, consider scenarios we often overlook, and find surprising ways to integrate compassion. In so doing, we promptly boost the many ways we can help people get from A to B in our design solutions. The information brings new perspectives, as well as completely new services.
Per Axbom walks us through principles, tools, and processes from digital ethics that can elevate your design skills and make compassion a competitive advantage – both for yourself and your organization. You won't only learn what to start doing, but also what to stop doing.
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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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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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.
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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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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.