UX Sweden
Meet the speakers
Victor Bergh Alvergren
UX Designer Hogia
Victor Bergh Alvergren is a product designer specialised on complex problem solving, communication and behavioural design. He leads overarching design initiatives at Hogia, and previously worked as a design researcher at Chalmers University of Technology where he specialized in nudging and method development. Victor is also a trained journalist and actor. Drawing on both existing research and personal experience, he developed the Goal Alignment Method to streamline the design process at Hogia.
Struggling to get your voice heard? Ever been told that your brilliant idea to solve user needs doesn't align with the company's mission? It doesn't have to be like that.
With the Goal Alignment Method you and your stakeholders can draw a clear line from the company's Business Goals to the Users' end Goals and define how to measure success. The method ensures that by meeting the right User Goals you will also meet your Business Goals. In this way you can focus on what's best for both your users and your company. The two types of goals can go hand in hand.
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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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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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.
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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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