FBTB2021. We are hosting a secure digital conference event the 7th of May 2021. Get your ticket now and take part in the FBTB experience. Stay safe.
From Business to Buttons (FBTB) is Scandinavia’s premier User Experience and Service Design conference, this time all digital. It is the meeting place for everyone who wants inspiration, and hands-on advice, on how to generate business value by creating great experiences.
We all love great services and products – experiences that provide meaning, help with difficult tasks, or just give us moments of sheer pleasure. We love to use them… almost as much as we love to create them. Over time, however, our jobs are becoming increasingly complex.
The quest for never-ending growth. New technologies. New tools. Internal politics… Supercharge this with ambition, rising expectations, and higher competition, and we have a real challenge. Our organizations are growing, and we need to grow with them. Both professionally, and as human beings.
In our work, we need to at least have some knowledge about everything from business strategy to coding (from business to buttons if you will). Does this mean that each and every one of us need to know everything in detail? Do we all need to become those unicorn people that only exist in the job ads we smirk at? No. But we do have to work smarter – and perhaps most important – work better together.
We need to take it to the top, and learn how to lead our CEOs. We need to optimize how we work in our design teams, through artifacts like design systems, but also by designing the organizations themselves in better ways. We need to go even more agile and learn what great product leadership really means
We need to learn to work with data and algorithms, and with conversation and gestures as interfaces. We really do need to get the fundamentals right, but sometimes we also need to know how to break out of the mold, and create something truly revolutionizing – something no one has ever done before. We’ll cover all this, and more, at the 2021 conference.
But. Is it all about making ourselves better, faster, and stronger? About turning ourselves into productivity machines? Is there nothing more to it? The things we help create are sometimes of limited value to both users and society. Sometimes they’re even harmful. Growing professionally, and as human beings, is also about taking responsibility for the greater issues.
There’s an argument to be made that we need to slow down, and be more careful, both to get a better result and to reduce the risk of causing accidental harm. Ethics ought to be mandatory in every design major’s curriculum, as it certainly is at From Business to Buttons. So, here we are. Increased complexity. Higher competition. Raised expectations. We need to grow, both professionally, and as human beings.
Welcome to From Business to Buttons 2021
/The FBTB2021 TeamRead less
Last year we sold out six weeks ahead of the conference, so get your tickets now. All prices displayed are excluding VAT. Information about special tickets can be found under “buy tickets”.
Tickets € 699
Tickets € 799
Tickets € 899
Price and date prolonged from 2019
Tickets € 999
The workshops provide great opportunities to work closely with some of the speakers, and to build your skills in specific areas. Grab one or two now! They usually sell out weeks ahead of the conference.
The FBTB Design Lunches is an exclusive offer for all of you who already bought your ticket. Every other week we will host a digital lunch and you will have a great opportunity to learn, discuss, and develop your design skills. Get your conference ticket today and join the fun!
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:
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.
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.
How can we work to implement an ethical mindset towards the data we collect? This talk will highlight and explore some of the obscure tracking technologies and techniques used by companies today. Maintaining our personal privacy and integrity is harder than ever, and as designers, we need to begin to think about the ethical issues arising from blatant data collection. Host for this talk is Atli Hjartarson, UX designer at inUse.
Design systems are very trendy today, it seems every large organization has one, is starting one, or will soon start one. Together, Kajsa Westberg and Lina Alvis, bring you their experience from working on 2 large international organizations in which they started design systems from scratch. They will walk you through the design process of a design system as a living product while sharing their stories and all of the mistakes, and how to avoid them. This is the story of how they wished they worked from the get-go.
Join us for this once in a lifetime opportunity. A LIVE Q&A with Jake Knapp, inventor of the Design Sprint and a New York Times bestselling author. Since we have some serious time difference to handle we will meet for an after-work session with Jake at 5.00pm. More info to come.
Schedule for the FBTB Online conference – May 7, 2021. This schedule is tentative and subject to change.
Get the day started with some coffee and virtual mingling! We open the digital platform at 08.00 AM and there will be a lot of activities before the program starts at 09.00.
The Story of Nintendo Wii
From Team Design to DesignOps: The Top 5 Things to Boost Your Design Org’s Effectiveness
My people were in shipping
Design Systems: Past, Present, and Future
Paying Better Attention to the Problem
Designing for Trust in an Uncertain World
What’s the question?
How to Lead Your CEO
Let’s talk about our day, have fun and hygge us!