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.