Design of our Online World: Trust, Ethics and Integrity

In order to celebrate World Usability Day we follow the theme that they set, this years theme – Design of our Online World: Trust, Ethics and Integrity.

This year's theme focuses on how the internet has transformed our lives and reduced the world to a global village. From work meetings to medical appointments, many of our daily activities have turned virtual. We are now faced with the challenges of designing for our online world:

– How do we create trust in the online environment?
– What are the ethical implications of our designs?
– How do we design for accessibility, to ensure that everyone can use our designs?

In this years theme, we seek to explore online design systems that are helping us stay connected, learn and grow in these transformational times. Through this theme, we aim to address important issues such as Dark patterns and Ethical design, Designing for Trust, and Diversity, Equity and Inclusion.

COVID policy for the physical conference

Last updated 29th of September

The physical conference will be conducted according to plan. Restrictions in Sweden have been more or less removed. We are actively following all updates, our main concern is your safety, and we will make sure that you will be safe during the conference and will follow any restrictions & recommendations that are in place. We will check if you are vaccinated or have a negative covid test (no older than 48 hours).

Read more about our COVID plan.

Contact us at if you have any questions.

Digital and physical conference = ❤ LOVE ❤

STHLM Xperience Conference 2021 will be both a digital conference and a physical conference at the same time! Our ambition is to create an amazing experience for both digital participants as well as participants at our physical conference. It is a participatory conference with lectures, practical tips, and workshops. Speakers on stage are experts in their field. 

Our design principle for the conference will be digital conference first. We believe that if we design the conference for our digital participants we will be able to design a great experience for our participants visiting our physical conference.

Date: 11 November 2021 (World Usability Day)
: Digital or 7A Posthuset, Mäster Samuelsgatan 70, 111 20 Stockholm, Sweden
: Doors open at 8:00, conference starts at 9:00 (CET)
: English

For me? 
If you are a Visual Designer, Service Designer, UX Designer, or someone interested in the area (e.g. manager or developer) we know that you will learn something new that you can bring back to work. 

Keynote speakers

Sofie Lindblom
Chief Product Officer at SPCE

Innovation - How to walk the talk

"Innovate or die" is an expression that has been used to describe the business landscape across industries in recent years. Even though it might be a bit too dramatic for some it is based on the undeniable truth that the world has never changed this fast before. The ability to innovate is crucial for organizations to survive and keep up. It is also a tremendous opportunity to do things better and smarter than before. In this talk we will explore a toolbox of strategic and tactical tools for driving innovation in your team and organization. Walking the talk has never been more important.

Sofie Lindblom

Sofie Lindblom is the Engineer who fell in love with the creative process. An Entrepreneur and Creator with a passion for turning ideas into innovations.

For the past ten years Sofie has led innovation processes both within established companies and as an entrepreneur. Sofie was the global innovation manager at Spotify during the intensive growth phase 2014-2017 and has helped companies such as H&M and Electrolux with their innovation efforts. She has founded and been the CEO of the idea management platform ideation360. In 2020 she started her second startup journey as Chief Product Officer for SPCE, a company developing the world's first digital sales room to reduce business travel after the pandemic.

Sofie's energy and passion has led to several awards and nominations over the years, for example one of "Sweden's most powerful women" by Dagens Industri and "Future Female Leaders" by Ledarna. When Sofie is not deep down in the creative process she enjoys spending time in the boardroom and currently holds board positions in Business Sweden and Utbildningsradion (UR). She is a popular speaker on stages around the world including two TEDx talks.

Stefan Hyttfors

The next phase is no longer about information but rather about trust.

It is increasingly harder to compete with rational arguments like price and quality with everyone and everything connected. Automation and wearable technologies will provide even more relevant information to consumers. If design 1.0 was all about getting attention, the next phase will be about creating trust.

Stefan Hyttfors

Stefan Hyttfors is an acclaimed futurist, author and global speaker focused on disruptive technologies, behavioral change and next generation leadership.

Stefan has a background as journalist and economist. He has been awarded the Swedish speaker of the year two times.


Moa Bogren
Senior User Researcher at SBAB

Great experience for everyone

A case study - how eye tracking opens up doors to perform usability tests with target groups who otherwise might be excluded. And the importance of evaluating not only design solutions from an accessibility perspective but also the methods we use to create inclusive and accessible customer experiences.

Moa Bogren

Moa is a senior User researcher working at SBAB with a passion for theorizing and exploring research methods and strategies.

Andreas Olsson
UX designer at Lexplore

Ethical validation in the product design process

Principles and processes are efficient ways to guide product design in ensuring consistency and quality. But ethics are more complex. They’re the moral foundation of a company, making room for opinions and ideology. They are more abstract and philosophical. Modern AI services are also subject to legal requirements. So how do you handle that in a structured manner? 

This is a talk about how Ed-Tech company Lexplore incorporates ethical validation in their design process in order to both caters to a culturally diverse market while maintaining their moral obligations.

Andreas Olsson

Just like yourself, Andreas is a designer. His desire to build great products has made him shift focus, from designing buttons, to designing strategies processes where everyone can contribute to the creative work.

Benni Kluge & Ane Sharma
UX Writer & Lead UX Researcher at Schibsted

Made you read - testing for privacy copy people understand

Have you ever really read through privacy settings on a website? If so, did you really understand what you consented to or not? Truly? At Schibsted, we care about the privacy of our users. When the time came to update our privacy settings UI, we took the opportunity to test the copy as well. Our goal was this: How could we present the choices in a way that was understandable to people, where there was enough information but not too much to bother going through it? In this talk UX writer Benni and UX researcher Ane will walk you through how we went about testing the copy, evaluating these methods and sharing some of our interesting insights.

Benni Kluge & Ane Sharma

Benni Kluge is UX writer in the central UX team in Schibsted, and has a varied background as a copywriter, content producer and project manager in digital and classic design agencies. A language aficionado (that means someone who loves something very dearly) with a built-in sensor for what makes clear and understandable copy – for all. Testing copy is like Christmas eve: Always something surprising to unpack.

Ane Sharma is a Lead UX researcher at Schibsted, and has worked on different media products since 2016. She specializes in qualitative research methods, and loves trying out new ways to get insights. As an avid reader, language has always been a topic of special interest, and at her previous job in a video chat startup she had a hand in writing the copy. How she wishes she knew more about testing copy back then!

Ahmed Aly
Senior UX and AI specialist at Ericsson

Designing trustable AI

How would you trust an AI "brain" to drive you in a crowded neighborhood? or to make critical decisions on behalf of you at work?

AI is an amazing technology but at the same time, it is a fundamental change in the human relationship with tools. Since we started using tools we used tools to "execute" exactly what we want them to do in the way we want them to do it. Now we will have to "hand the driving wheel" in specific tasks and let the machine "decide" on our behalf.

Our team in Ericsson is working on a framework for designing trustable AI systems and we published a report on the topic. The main, underpinning idea of our -still-growing- AI design framework in Ericsson is that we are looking at the human relationships and what are the factors of trust in our human relations and try to recreate this in the AI-human experience.

AI is gaining more and more ground and will become part of our daily lives in the soon future. We, designers, need to be ready to navigate those new challenges that never existed before. Our contributions today will simply define how the future of AI-human interaction will look like.

Ahmed Aly

Ahmed is a senior specialist in UX and AI in Ericsson, Stockholm. His role in the Experience Design team is to design the experience of AI-based products. He leads UX in the AI guild. 

As an AI design practitioner – especially in AI enterprise solutions-, he believes that with the rise of AI applications in the coming years, we will soon realize the need for trust as a vital part of creating successful AI products and that it is the role of designers to instill trust in the human-AI experience.

Maria Pustynnik & Linnea Berggren
UX designers at Storytel

An accessible design - how to get started?

Accessibility is on everyone’s minds at the moment and with small improvements today having a big impact tomorrow, there’s no better time to get started. While it may seem daunting to be compliant with WCAG 2.1 by 2025, it doesn’t have to be scary. In our talk, we’ll share our story, including wins (and yes, fails) as well as practical examples that can help you to take the first step towards a compliant and accessible experience for your users. You don’t need expertise or a manager’s buy-in but simply a willingness to get started. We want to inspire fellow designers to see potential constraints as inspiration to design better products, which will have a big impact on those who need it most.

Maria Pustynnik & Linnea Berggren

Maria and Linnea are two UX Designers at Storytel passionate about accessibility and diversity. Maria works with the core functionality of the Storytel app and always assures the quality of the design by making usability tests as inclusive as possible. Linnea focuses on conversion and user activation and believes that a great user experience should be for everyone.

Linda Stenmark
UX Strategist at InUse

Warning! Stereotypes in design

It’s not news that the advertising business needs to think more about equality. Aren’t we all exhausted by stereotypes in publicity?

But what about us UX Designers? Do we need to consider equality? Can there really be an exclusion in user interfaces?

Well, our assumptions can really mess things up. We need to find out who is excluded by our designs and how our design might be misused. I believe user research and design deliverables have a big impact in the world, if used in the right way.

Linda Stenmark

Linda is all about designing based on user needs, so that the technology adapts to humans, not the other way around. She loves the creative process and wants to make sure you have fun while collaborating.

Follow her for inspiration about the design process on Instagram @enkoppUX (in Swedish though).

Björn Rutholm
CEO & Gamification expert at PixelPappa

Gamify the shopping experience

Together we’ll have a look at one of the hottest gamification topics of today. How do we create a customer retention model using gamification? We’ll work through some dos and don’ts as well as digging a bit deeper into understanding how gamification can be a great tool for this.

Björn Rutholm

Björn is the UX/UI nerd who turned CEO in order to fight the data-driven madness that’s going on in the UX world. With 15+ years of experience working with clients such as Disney, Toyota, GE, and Coke Zero, as well as spending his time on the product side of things working at Optimizely (EPiServer), he is putting together the company of his dreams. Aiming to position PixelPappa as a frontier in the Gamification, CX, UX, and design business.

Frida Norfors
Head of UX at ARC

Data-driven design - How does it work ethically?

Understanding the customer is the foundation of working with UX. With more and more different ways to gather data about the users, the risk is that we start to focus more on numbers than on the people behind the numbers. During this talk, we will explore what we can learn about the users, and how to use data to benefit the user - not work against them.

Frida Norfors

Frida is a data-driven UX Designer and researcher that has embraced the quantitative side of UX in her work. Changing behavior and creating experiences that have true value for the user and the business has always been a focus for Frida. Today, Frida is Head of UX at a newly started agency within ARC, where she redefines what it truly means to work data-driven in design.

Joakim Centervik
Tester and educator at Funka Nu

A sneak peek from a blindness perspective

Welcome to not seeing.

Close your eyes and join me online. Would you consider designing a shopping cart that won’t submit payment, or a search result that doesn’t present answers, or any other visual enhancement scenario?

Grasp how the internet populates content and search results, as I go online. Join my swift dive into what works and what doesn’t.

Joakim Centervik

Joakim is an expert in reviewing and testing user interfaces with aids for the severely visually impaired. He is a popular educator who is happy to show how it works to surf as a blind man.

Workshop facilitators

Aminata Grut
UX Writer at Zington

UX Writing for Designers

What is UX Writing? Do design teams need a Microcopy specialist? Can well-crafted words really increase revenues? And, is it true that a UX Writer should be in the team from the start when designing new products and services? These, and many other issues will be addressed during our workshop, where you will get both fresh facts and hands-on experiences that might help you find the right answers for your questions about UX Writing.

Aminata Grut

Aminata Grut is a UX Designer, focusing on research, UX-writing, accessibility and inclusion. She has a long background in Journalism and Graphic Design and has worked with among others Sveriges Radio, Bonnier Broadcasting and Dagens Nyheter.

Kim Feenstra Kuiper
Senior User Researcher at Netlight

Conduct research more effectively!

Conducting research can be a complex and time-consuming job, but the good news, It does not have to be that time-consuming! By using hypothesis-based research you can cut down your synthesis time (a lot!), and even get help from your cross-functional colleagues (that have never heard of research before). Ideal for synthesizing insights of 7 users in one day during a design sprint. In this workshop, we will introduce hypothesis-based research and synthesis, explain how we are still using it monthly for conducting fast-paced research, and teach you the skills so you can apply them in your next research round.

Kim Feenstra Kuiper

Kim asks questions to users to help clients realize how they can make a better product. She does this because she wants to help shape the future of technology (and is frustrated by bad UX) and is convinced that setting the user first is the way to achieve that. She has helped many different companies with user research, which is always done with a smile and overdoses fun on the way (because talking to users is the most fun thing to do).

Björn Rutholm
CEO & Gamification expert at PixelPappa

Gamify the shopping experience

Together we’ll have a look at one of the hottest gamification topics of today. How do we create a customer retention model using gamification? We’ll work through some dos and don’ts as well as digging a bit deeper into understanding how gamification can be a great tool for this.

Björn Rutholm

Björn is the UX/UI nerd who turned CEO in order to fight the data-driven madness that’s going on in the UX world. With 15+ years of experience working with clients such as Disney, Toyota, GE, and Coke Zero, as well as spending his time on the product side of things working at Optimizely (EPiServer), he is putting together the company of his dreams. Aiming to position PixelPappa as a frontier in the Gamification, CX, UX, and design business.

Camilla Romander
Senior UX Designer at Zington

Lean Coffee - Design of our Online World: Trust, Ethics and Integrity

Camilla will facilitate a Lean Coffee, which means that the participants will set the agenda for discussions and choose what to talk about. Depending on how many we are we will divide into smaller groups and we will use our theme as a starting point. Read more about the Lean Coffee concept here!

Camilla Romander

Camilla is an experienced UX designer that loves to create great experiences for her users. She has a passion for creating a nice atmosphere for her coworkers. She has experience working with clients such as SEB, Schibsted, and Tekis.


Ami Hemviken

Ami Hemviken is a human behaviorist and she is repeatedly engaged as host and MC at large conferences. This thanks to her humorous and engaged way of managing both speakers and audience. She is also herself one of the most well known and popular speakers in Sweden and she has won prizes such as Speaker of the year and Most booked speaker in Sweden. Amis way of making contact with the audience is unique and she will give you both laughters and insights about typical human behaviors. Amis motto is: It’s not the thought that counts - so she will challenge you in order to actually DO something about all the inspiration you will get during the conference. 

Read more


This year's physical conference will be at 7A Posthuset. The main stage in one of the two atriums with beautiful light and capacity for up to 400 people, and break out sessions, lunch, and mingle will be in the other. 

7A know that food and drink are an important part of a successful and inspiring. There will be breakfast, lunch, and fika and coffee and tea served all day. Vegetarian or vegan? Allergies? No problem, just let us know.


This year's digital conference will be in Confetti. We will stream with two cameras from the main stage at 7A Posthuset. Our workshops will be designed as hybrid workshops with digital facilitators on site. We are working with the design principle "Digital conference first". Questions and chat will be available for both the digital and physical audience on our site and we will moderate the chat. The stream will have subtitles and we will be using different interactive tools to make sure that our digital participants feel included and part of the conference.

Conference Venue

We will be using Confetti as our digital venue, with two cameras live streaming from the physical conference venue, and also be using different interactive tools to make it feel like you are on site. 

Our physical venue is 7A Posthuset, located at Stockholm's most accessible address (Mäster Samuelsgatan 70, Stockholm) which makes it easy to get to. Not liking stairs? No worries, this is an accessibility adapted entrance. 

• 1 minute to Stockholm Central Station
• 1 minute to Arlanda Express


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

Veronica Wallström
Head of Design

Tommy Marshall
Head of UX

We hope to see you on November 11th.