Design for good or evil?

How can we ensure that our products and services are good and avoid them being evil? Where does our experience of a service or product begin? In what contexts has evil design been developed? When do we really design good things? Is it enough with the intention that we are developing/implementing good design? And when do we create real value for the target groups and our customers?

This conference will highlight different parts of the design process in the production of products and services. We are having lectures and workshops the whole day. We’ll review Work Methods, Digital design, Predictive Analysis, Test, UX Design and Strategy. If you want you can participate in the workshop "Design your business", you can also try Tobii's latest Eyetracking products. Or, try the tools you can use in your organization to collect feedback using Usabilla.

Join us as we explore the secrets of great UX within large organizations and innovative companies and why they are doing Good vs. Evil.

Our keynote speaker is Pamela Pavliscak who will speak about "How to Create a Future with Feeling". We have started to release our other speakers and the last speakers will be announced shortly, same goes for the schedule. We'll have limited spots so get your ticket now!

Date: 8 November 2018 (World Usability Day)
Location: 7A Odenplan

Keynote speaker

Pamela Pavliscak

How to create a future with feeling

Our smartphones don’t know if we are having a good day or a bad day. Our cars could care less about compassion. Our home assistants are barely aware if we are shouting in frustration or just joking around. Technology is developing more IQ, but it lacks EQ.

At the same time, technology’s hidden operating system seems to move between emotional extremes, from moral outrage to ironic distance. Empathy is on the wane, and technology might be partly to blame. We are feeling new feels that we can only express through artful combinations of gifs and emojis. We struggle with how human to make our machines, as we struggle with how to maintain our own humanity.

Technology is currently insufficient for the emotional spectrum of our lives. As much as technology designs our way of being in the world, its redesigning our inner lives. And the best experiences make us feel a little bit of everything. With a combination of human and artificial emotional intelligence, a future of feeling is closer than ever. In this talk, Pamela will look at how we can start.

Pamela Pavliscak

Pamela studies our conflicted emotional relationship with technology. Her work is part deep dive research, part data science. As a researcher, she creates experiments that challenge us to see technology—and ourselves—in new ways. Whether documenting new internet emotions or asking people to confront their digital alter egos or prototype companion bots, Pamela’s work is aimed at understanding how technology can help us be human.

As founder of Change Sciences, she collaborates with visionary organizations including Google, IKEA, Accenture, and Virgin. She’s leading the development of a next-generation research platform, SoundingBox, to better understand human experience with technology. Pamela is also faculty at Pratt Institute in NYC where she teaches the next generation of designers about the emotional side of technology. Pamela’s work has appeared in The New York Times, NPR, Slate, and Quartz. She’s spoken at SXSW, Web Summit, TNW, and TEDx. Her book on Emotionally Intelligent Design maps out how we can create a more empathetic future by blending machine and human emotional intelligence.


Michael Ståhle

Big brother is watching you – 1984 is here

The dystopian plot of George Orwell’s novel 1984 is a very close description of the past years unfolding of government surveillance in China. With the help of machine learning, facial recognition is becoming much more powerful and accessible.

The advances in the new technology is not without great risk, like the example of mass surveillance in China. However, it also brings huge potential in creating better customer experience and business opportunities. A good example is the ambient-driven retail experience where both the in-store experience can be enhanced with a more personal customer treatment as well as the online experience can benefit from more relevant ads, produced with the data from the store.

Michael Ståhle

Michael Ståhle is a Data Scientist, working with everything from customer behavior to financial predictions. His expertise lies in the intersection of Mathematical statistics and Computer science. He studied his master’s in mathematical statistics at Stockholm University and in machine learning at KTH. Michael is currently working in the online-gaming industry, challenged with Big data analytics and Deep learning on a daily bases.

Unn Swanström

Master of Evil or Noble Hero? – Designer stereotypes & biases

Are you good or bad? What separates good designers from evil ones? What makes someone evil, is it their intent or actions?

Research shows that there is an entire buffé of biases that can turn the most well meaning designer into an accidental crook if left unchecked. In this talk we will take a look at some of the most common biases that affect designers in their day to day work.

Also; how do we stay good when being bad sounds like more fun? Maybe we can learn something from true super villains?

Unn Swanström

During the day Unn works at Doberman, an international experience design firm based in Stockholm and New York. Enjoys helping large organisations make better things, is currently working with Spotify as a Product Designer. Previous clients include ICA, Swedish Radio, Telia and Expressen. 

At night she transforms into a glittering, horseback-riding, ballet-dancing superhero fighting boredom one cat picture/design meet up/DJ-gig at the time. Unn is co-organiser of Designers in Stockholm meet-up and is one half of the DJ duo Glitterati. 

Also she was IT Women of the year 2015.

Tommy Marshall & Anna Swartling

How to be “the good guy” in financing

Sustainability is one of the corner stones of the SEB brand. We strive to be part of a better world but also to help corporations and private individuals to have sustainable financial lives. During the fall, SEB shifts the customer offer, to support our customers in all parts of their lives. In doing this, we have identified that it is key to take responsibility for our actions in a way where we put the individual above ourselves. We will share the journey SEB is on, and the difficulty of balancing profitable products with an empathic mindset.

Tommy Marshall & Anna Swartling

Tommy Marshall, CX Lead, is a UX design consultant who has been on assignments at SEB for almost 2.5 years and has been active within the UX field for 7 years. His passion is to create great solutions that really put the customer in the driver’s seat and help organizations to be more customer centric.  

Anna Swartling is Co-head Customer Experience Design at SEB. She co-heads a team of 31 UX designers who work with the entire bank and all customer segments. Anna has worked with UX for almost 30 years and have experienced it from many different perspectives. Her passion is to help companies evolve into customer- and design driven organizations.

Jörgen Damberg

Good vs evil – a torn testers tales from the trenches

Let's agree that good quality is a good thing. We all want to experience quality. Still, in our lives we encounter a lot of things that disturbs our efforts to achieve good quality - and bordering evil in how it annoys us. However, it's when our creations meet the chaos of reality it evolves to an even better form, while the unpredictable nature of our world develop us as individuals. This is certainly true in testing, where the product meet the reality for the first time. Who's good and who's evil in the long run?

Jörgen Damberg

Jörgen Damberg is a passionate quality accelleration nerd. He's been working in the QA field for a few decades and over a hundred projects. Jörgen is well known in the testing community and he was elected to receive the very first "Stora testpriset" 2014, where the testing community elects the person who has contributed the most to the testing community in Sweden.

Rebecca Hagnestad & Mikael Niva

Good design for democratic value

With great power comes great responsibilities. Expressen is one of Sweden’s biggest newspapers with 4,7 million Swedish individuals consuming our material every week. Expressen is distributed across the whole country and as a newspaper it is necessary to create a design and tone which adress both the city and the countryside Swede, and the young as well as the old.

As such – it was our responsibility to report about the Swedish election in a trustworthy and easy way.

To accomplish this we made many different design decisions along the way and during our speech we’ll let you in on how our election reporting became one of Sweden’s most appreciated. For instance was our head election result page visited almost 1,3 million times.

Rebecca Hagnestad & Mikael Niva

Rebecca Hagnestad is PO for Expressen’s quickshot team which focuses on digital storytelling. She has a background in journalism and worked as a reporter and web editor at Expressen before joining the developing department in the beginning of 2018. As PO her job is to help the designers and web editors to combine their skills with a journalistic thinking and ethical ground, to create a unique journalistic value for the Expressen readers.

Mikael Niva is a tech savvy UX designer working with digital storytelling and user engagement at Expressen. He has a decade of experience within the digital eco system, collected in industries ranging from; banking, publishing and the automotive industry.
Passionate of knowing the humans as well as the computers.

Per Axbom

Don’t feed the designers after midnight

We have never been better att increasing efficiency and rushing to keep pace with run-away technical developments. But although we may be better at doing things the right way, how do we ensure that we are making the right things? How do we know what gremlins our designs create? The demand for managing ethical queries, before we let technology make decisions for us, often clashes with the idea that we are always one step behind technical advances.

In his talk Per Axbom explains why we as humans make bad decisions and guides us through methods and practical tools for bringing moral judgment into our decision processes. By taking into account positive and negative impact we can better control not only efficiency but also goal fulfilment. And we can, hopefully, stay away from eating after midnight.

Per Axbom

Since the mid-nineties Per Axbom has worked with digital processes and been a thought leader in Sweden for usability, accessibility and UX. His passion for interviews, sketching and prototypes enables him to understand vividly and explain clearly.

Through the years Per has been an advisor and consultant for more than 60 organisations, startups and leading international companies. During four years he worked as the UX lead for Sweden’s national platform for online behavioural therapy.

With blog posts and UX Podcast Per contributes to increased understanding for human-centered design and is always pushing the boundaries for the definition of UX. He is keen on ethics in design and is working on a book to help digital creators integrate moral thinking in design processes.

Louise Brask

From emergency signal to action

In case of emergency we call 112. For as long as we can remember SOS Alarm has received phone calls from the public for all kinds of emergencies. But, who knows what the future will hold - SOS Alarm might be the one calling you?! 

SOS Alarm is on an innovative journey that involves cross-functional teams testing hypotesis, keeping a user-centric focus, and working together to reach desired impact.

Louise Brask

Louise Brask, Head of Corporate Strategy at SOS Alarm, driven by implementing innovative ideas and development initiatives focusing on customer experience, competitiveness and efficiency. Louise works with managers, management teams and boards that need clear goals and strategic focus, increased focus on innovation and development, as well as simple and effective tools for achieving goals and vision.

Andreas Olsson

User research with eye tracking — because eyes don’t lie

We are living in the attention economy and our attention has become a scarcity. There are many who wants a piece of that attention, understand it and not the least, convert it to action. But it’s society that changed, not us. We are still only humans, attention is a resource and we only have so much of it. Great design has the ability to create immense value to a person trying to navigate in that busy landscape and the latest eye tracking technology provide a way to reveal subconscious behaviors about users they themselves can’t explain. The eye is our most developed sense, but they’re also the gateway to knowledge about how we gather information and what influences our actions and decisions. Tobii Pro, a division of Tobii Group, a leading provider of eye tracking technology have spent the last 16 years developing eye tracking solutions that are being used to study and learn about human behavior. In his talk, Andreas Olsson explains why we should care about where people are looking. When designers should use eye tracking, and when you shouldn’t. Most importantly, how we can get real value in a smart way.  

Andreas Olsson

Andreas Olsson works as a UX Lead at Tobii Pro with a focus on digital products, most recently Tobii Pro Sprint, a web-based eye tracking solution for UX testing. Before joining Tobii Pro, Andreas held positions as a UX designer within the publishing industry including Bonnier News and ran his own company working as an interactions designer and developer. He holds a Master’s Degree in Engineering and Information Technology from Uppsala University with a focus on Human Computer Interaction.

Kathleen Asjes

Design for good, evil or European regulations?

How do you ask people for permission to share their personal data? How can you ensure that people trust you to store this information in a safe way? What do you need to do to make sure they understand what they are consenting to when you ask them for permission? Many companies and designers struggled with these challenges while preparing to comply with the General Data Protection Regulation (GDPR) earlier this year. 

Kathleen will talk you through her experience in carrying out GDPR-related research for seven of Scandinavia's largest online newspapers. This specific case study dives into the research she applied to discover the best insights on trust and data privacy, as well as the considerations the designers at Schibsted had while designing for their users as well as EU regulation compliance. 

Kathleen Asjes

Kathleen is Head of User Research at Schibsted Media, driving research for the product development of the largest online newspapers in Sweden and Norway. She is a Dutch national currently based in Stockholm and has worked with UX research for over a decade. Her broad interest in the interactions between people and technology has informed the variety of her work experience, from research for the development of accessible music services to document management systems for offshore engineers. Her main aim with UX research is not so much understanding end users, but mostly having an impact on product development teams by encouraging them to learn about their audience.

Peter Westerling

Good design – a matter of time

To make easy things easy is easy. To make complexity still complex is also pretty easy. To make complexity simple is hard. The latter is the cornerstone of a designers mission. It takes considerably effort to achieve simplicity. When the design decisions become a function of number of clicks – what happens to the design? And what happens to the designer?

Peter Westerling

Peter has an Art Director degree as well as a Bachelor of Arts in computer science and economics. He has worked with both usability and visual design for digital media since 1996. Ever since he have designed price-winning internet banks, e-commerce for travel, books and fashion, self-service portals for public sector, intranets for multinational corporations, business-critical web applications and mobile apps.

Charlotte Briem

How to improve UX with Voice of Customer (VoC)?

If someone walked up to you and told you, “I just checked out your product on your website I'm 75% sure I'm going to purchase, but I am willing to give you feedback and if you listen to me, I will definitely purchase the product.” - would you listen? I'm guessing most of you would say yes. This feedback opportunity comes up more often than we might think, but how often do we actually listen?

Rather than listen, many companies are focusing solely on quantitative data to validate their assumptions and to define their roadmap. The problem with these sources is that while web analytics, session recording and other sources of quantitative data extraction are a great source for understanding the what of your user’s actions along their journey, you still don’t know the why 

Developing products and user experiences that do not deliver can be devastating for your company. But by simply asking your users in real-time, while they are deep in the heart of their journey, you have the opportunity to truly listen and create something that delivers. This is the power of VoC.

Charlotte Briem

As a Customer Success Manager, I utilize serious product knowledge to offer innovative strategies and solutions personalized to fit each customer. I establish trust and build strategic advisor relationships with a portfolio of large customer accounts. I drive customer retention, renewal and growth, providing in-depth training and support to help customers get the most of Usabilla’s VoC solution. I also act as a Voice of Customer, liaising with other departments to share customer feedback. I grow and foster accounts, working tirelessly to drive continued value and ensure each and every customer gets the most out of Usabilla’s solutions.

Charlotte has held strategic, project management and customer success roles focused on digital and large international brands. Her passion has taken her all over the world, she has worked in Sweden, Switzerland, Hong Kong, The U.K, Australia and now Amsterdam with exposure to diverse cultures and industries.

John Ekman

Voice - The third digital revolution

In a future, not so far away, we'll be talking with a lot of our stuff. Is that good or bad? Will our mutual human communication shape how we communicate with things - or will it be the other way around? How do we create dialogue helping us in our everyday life instead of stressing us

John Ekman

John is the founder of Conversionista - No 1 Conversion Optimizer in Scandinavia. He has recently ventured into trying to understand the next digital revolution - Voice user interfaces.


Hannes Sjöblad

Hannes Sjöblad is a member of the Digital Biology faculty at Singularity University Nordics.

He works as Chief Disruption Officer at Epicenter Stockholm where he advises companies and organizations on how to navigate accelerating technological transformation.

He is also a bio-hacker and a co-founder of BioNyfiken, the Swedish Association of biohackers where he works to democratize access to powerful biotechnologies. Bionyfiken has gained some notoriety for hosting chip implant parties around the world.

Hannes work and insights into near- and inbody technology has been internationally recognised by among others Wired, Motherboard, Bloomberg, Business Insider, CNN, BBC, Daily Mail, Le Figaro and others.

Workshop & discussion facilitators

Malin Misaghi

Workshop: Beyond the facade - business design for future value creation in real estate

Buildings - they are all around the place. Homes, workplaces, arenas, museums, etc. In the future, what kind of value could the be offering us? What kind of products and services will be available? What role will the real estate industry play in every day life?

In this workshop we will use a future mind-set and a co-creation approach to identify opportunities for the real estate industry to creating new value for people.

Malin Misaghi

Malin Misaghi, experienced User Experience Designer and Strategist who loves identifying solutions that creates real value for people.

Julia Pilkes & Charlotte Briem

Workshop: Actionable feedback: The best questions to ask your users

We all know that listening to your users is the best way to improve your website, product, or services – but, how do you know which questions to ask to get the feedback you need? There are countless questions to ask. However, asking the right questions starts with knowing what your end goal is. 

During this workshop you will be challenged to create your own survey consisting of questions that you feel are the right ones to ask your audience given the problem that they are facing. At the end of the workshop, you will be presenting your survey and vote for your preferred winner!

Become a feedback champion and join us for the workshop! 

Erika Mayer

Workshop: How to understand the attraction to airport carpets, Or: You might think that you listen to your customers. But do you really hear what they say?

There is a phenomenon on the web: tribes, sub cultures, nerd associations or discussion groups for very narrow topics that takes place in different social media. The topics seems, for outside viewers, totally irrelevant and could be very uninteresting and sometimes quite hard to understand. This workshop evolves around the tribe phenomenon, explores a method on how to listen to a tribe and really hear what they say. 

Erika Mayer

Erika Mayer, senior UX Designer and CX Strategist, passionate about the underlying drives, quirky desires and deep needs of people. 

Yelena Koselnik, Annika Mossberg & Tommy Feldt

Discussion: Designing for the bigger picture

Sometimes a wonderful user experience can lead to negative consequences for our society or economy. As we all know technology evolves in a very fast pace, while our infrastructure be it social, political, physical or economical wasn’t build to evolve quite as fast.

In this session, we will discuss how can we try to find a balance between innovative technology and infrastructure? Where do we draw the line between good and evil disruptive design? Who is actually paying the price for innovation?

Discussion: Inclusive design in practice

Users are humans and as humans they have a wide range of abilities, experiences and perspectives. How can we as designers ensure that the products we design take into account the diversity of our users, and avoid erecting barriers that exclude?

In this session, we will discuss the role of the UX designer when creating inclusive and accessible digital experiences. How do we make the case for accessibility and an inclusive mindset within our organizations? What tools and methods are there for us to use? And how will the upcoming accessibility laws and regulations affect the way we design?

Discussion: The future

The challenges of the future are not coming, they are here! Self driving cars, smart systems in your household, data gathering in almost every interaction you face. This makes us both strengthened and weak. A lot of debates regarding the future and the integrity perspective are already on, there are a lot of answers but it’s up to you to decide what your contribution will be.

How can we as UX designers contribute and adapt to the constantly emerging technology with all the challenges complied? Will you use the possibilities to design a better future for individuals or will you be a product of the establishment?

Discussion: Manipulation and integrity in design

Today - more than ever - we need to start thinking about the decisions we make for our users/customers daily. Some of the decisions are made for the users/customers best and other for the best of the business. More decisions don’t make you happy, but when do we cross the boundary between supporting and manipulating the users?

In this session, we will discuss how we can find a balance between making things more comfortable and letting the user have control. Is it always right to design for behavioral change if we have the right reasons? Is user/customer control bad for business?

Discussion: A designer conscience

As a UX designer, you have the customers faith in your hands. We could say that all humans have a conscience, more or less. Some of us UX designers use this in a greater extent in our daily work, some use it less. With the use of data in our development processes, we face even bigger design challenges. As a UX designer you have never been challenged to the extent that you are today. With this stated, what’s your responsibility as a designer?

Should the UX designers have a special set of ethical values? How do you know that you are a designer with “good” values, or if you are a designer on the “evil” side? Is it all about conscience or is it about values and what’s your limit?

Yelena Koselnik, Annika Mossberg & Tommy Feldt

Yelena Koselnik is a UX designer fascinated by people and people’s behavior.

Annika Mossberg is an experienced UX designer with a great passion for designing user experiences that benefit both the organisation and their customers.

Tommy Feldt is a UX designer and accessibility specialist with a passion for creating digital experiences that simply work for all users.

Conference Venue

The conference will be held at 7A Conference & Business Center. 7A is located at Odenplan, only a few minutes from the subway. You will find the entrance to the venue at Odengatan 65.



Contact us at if you have any questions or feedback about the event. See you at the conference!

Veronica Wallström
Visual Designer

Tommy Marshall
UX Designer