From Business to Buttons Conference ̶2̶0̶2̶0̶ 2021

You’ve seen magic on television. Perhaps you’ve been lucky enough to see it live. You have probably been curious about the techniques used by the magician to manipulate your perception. But did you ever wondered how those same techniques might be put to use in designing amazing user experiences? Probably not. Until now. Think about it. What if you could influence the choices that people make, how they experience your design, and even how they remember what it was like to interact with your product. Would that interest you? In this talk David de Léon will give examples of how magical techniques can be used to shape the experience of using digital products, especially focusing on how people look back on an interaction and remember it.

Jared Spools talk from FBTB 2018 is in the top two of the highest-rated talk in the FBTB history! We’ll watch it together and then you can choose between these three areas that you’d like to discuss further. You’ll be able to choose between:

1. Movement of people
2. The organization’s relocation
3. Market movement

You will be asked in forehand which of the three topics you’d like to discuss and divide you into smaller groups.

In this talk, we’ll deep dive into the mechanisms behind how we, as humans create relationships with each other. How can we use experiences from our love life to create great relations with the users of our products? What can we learn from things like falling in love, divorces, long-lasting love and betrayal, when we are creating products that we want the users to have a long and good relation with? Join us for this talk where Karin combines Knapp’s relational development model with UX design in amazing ways.

The host of this talk is Karin Eklund has 20+ years of experience in the User Experience area working with companies like Volvo Cars, Semcon, Scania, Essity (when it was SCA), Ericsson and Ascom. She has been building up UX teams with governance models and processes several times during her career. She is now Product Manager Software for the software in Autonomous autopilots (forklifts) at Toyota Material Handling Logistic Solutions in Gothenburg.

As a global enterprise we have a responsibility to continuously innovate and enhance the digital user experience. Iteration is the key, and a common language makes it possible. To be a successful company today, you have to be more than a brand, retailer, or service. Your company has to be a digital product organization that can build, scale, and launch a wide set of new products or services to meet changing customer needs. Karolina will talk about how IKEA pivoted its tools and processes to optimize for innovation – by supporting real-time collaboration, maximizing ongoing work visibility, and facilitate teams to deliver e-commerce experiences at scale. Another exciting topic will be how to spot when an organization needs a design system and how to launch such a system.

The host of this talk is Karolina Boremalm, Head of Global Design Operations, Digital Experience, and leader of the effort to establish a Design Ops practice and global design system at IKEA. Karolina’s background includes hybrid Experience Design and Project Management roles in the digital space, where she has worked on products for brands such as Audi, Volkswagen, Citroën, Qlik, Tetra Pac, and Alfa Laval.

Carola Cassaro, Design Director at Work&Co, will co-talk with Karolina at the Design Lunch. Karolina and Carola have together driven the work in the product development of the Skapa IKEA’s digital design system - identifying ways forward, managing stakeholders, setting priorities, and creating the strategy for successful product development.

How can we use our superpowers to influence positive change? With a company-wide purpose to shape living for the better and to make sustainable eating the preferred choice, we set out on a journey to create a profound understanding of the challenge ahead. Pernilla will talk about how the company’s purpose has come to life through our Better Living Program and the learning that now inspires our path ahead.

The host of this talk is Pernilla Johansson, Chief Design Officer at Electrolux. She directs a global network of 200 designers intending to achieve distinctly unique human-centric branded experiences. Pernilla has more than 20 years of leadership experience, and since 2018, she has been leading the function of Design at Electrolux.

In recent years, AI has shown great potential for creating value – if designed correctly. Various forms of AI technology are already used today in many industries. For end-users, the spoken assistants Alexa and Siri are perhaps the best known. Still, we are influenced by and use AI technology behind the scenes in several other services - such as product recommendations in e-commerce. But as with all technologies, there is a downside. AI systems have had undesirable consequences for people, organizations, and at a societal level. Algorithms that make decisions based on biased data can cause confusion that can have far-reaching consequences. Success for AI-powered services depends entirely on our ability to design for a positive impact with human interests in focus. But are today’s designers equipped to take on AI as a design material? What distinguishes AI-powered services from classic UX and Service design? What does your organization need to keep in mind when embarking on the journey to design data- and AI-powered services?

Host, Pontus Wärnestål, is Director of Human-Centered AI at InUse and an award-winning researcher and designer in digital service innovation and human-computer interaction. He has 20 years of work experience with Interaction, User Experience, and Service Design.

The landscape of digital design and services is changing rapidly and is becoming more autonomous thanks to AI and machine learning. Our role as designers is also changing dramatically and will continue to do so. And we can ask the question: How will the future of digital design and services look 50 years from now? In this talk, we will cover the central pillar of digital design, the people using it, and we will look at how to design for human emotion to create long-lasting relationships between people, brands, and services.

Host is Billy Morén, Director of Visual Design at inUse. A multidisciplinary designer with a passion for the digital craft, brand work & immersive digital experiences that resonate with people.

With a design perspective, we can often easily identify what values drive the organization and the projects we are part of. However, we often also lack the optimal conditions necessary for working with these insights. Therefore, we should focus less about specific problems and more on how we can create the right conditions based on the context we are in. One of the most memorable talks in FBTB history is Kim Godwin’s talk from 2014 named “Designing How We Design”. Kim presents 4 archetypes that describe different decision-making cultures within organizations. We’ll watch the talk, and based on that, you reflect on what culture there is within your current project and do a better job tomorrow. As part of the talk we’ll discuss in groups how decisions are made within our organizations and how we can influence them based on our current conditions.”