UX Sweden
Meet the speaker: Thorsten Jonas
Thorsten Jonas
Founder & Digital Sustainability Activist SUX Network
Thorsten is a digital Sustainability Activist, responsible AI advocate and Sustainable UX Trailblazer. He is the founder of the non-profit initiative and global community SUX Network and of the SUX Academy, co-leads the UX chapter of the W3C Web Sustainability Guidelines and is the host of the SUX Podcast.
Thorsten is guiding, advising and teaching designers and product-managers as well as design- and product-teams or entire organizations in crafting sustainable, responsible and ethical digital products while using tech and AI in a responsible way. His passion for the outdoors and mountaineering drives his commitment to making sustainability and responsibility a fundamental aspect of digital design and the digital world in general.
The Sustainable UX Playbook: Design for a sustainable Future
The digital infrastructure for the internet emits more carbon than the airline industry and most countries on this planet. Our datacenters use billions of liters of fresh water for cooling. Digital is always physical.
We improve the convenience for our users, but we fail to balance it with the negative impacts on the surrounding ecosystems. By putting the user into the center of our work, we create harm on many other ends.
Tony Fry once asked: "Does what we create justify what we destroy?” Finding justice between convenience and negative impacts, between profit and greater good is one of the major challenges of the future.
I will speak about how we can set the digital experiences we create into the context of its surrounding ecosystems and how we can design and build not only for the good of our users and business stakeholders, but for a sustainable future and all actors in the system.
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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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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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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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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