FBTB19: The workshops are here!

Sara Doltz

At next year’s From Business to Buttons, you’ll have six (!) workshops to choose from!

As usual, a selected group of the speakers at From Business to Buttons will host workshops the day before the conference. For 2019, we went a little bananas: we offer you no less than six workshops to choose from!

  • First of all, Kim Goodwin will hold her famous workshop Leading UX: Influencing culture and growing teams. Not to be missed if you’re a UX leader!
  • We’re ecstatic to have Jake Knapp doing his workshop on Design Sprints this year. As Jake promises in his workshop description: ”You’ll laugh. You’ll high five. You’ll learn ridiculously useful skills”. Yes please!
  • If you’re a UX designer working with AI –  or if you’re just curious about AI – Christopher Noessel will be your choice. In his full-day workshop Designing for AI he’ll guide you through designing for multiple modes of AI. Here's a short movie from Chris!
  • Jeff Gothelf is returning to FBTB in 2019. His long-running, but constantly updated workshop Leveraging Lean UX to Lead Successful Agile Design Teams will teach you how to build stronger collaboration with product development teams, using product discovery practices.
  • Learn the essentials of web animation in Val Head’s workshop The Web in Motion. Perfect for hands-on designers or front-end developers. 
  • Marc Stickdorn will also hold a workshop. The topic and more info will be disclosed just before Christmas.

Get your ticket ASAP! In previous years, several workshops have sold out months in advance. 

Each workshop is 5990 SEK. The venues are TBA at the moment, but all workshops will be held in central Stockholm. Read more at .

FLASH: Sprint-author Jake Knapp is coming

Sara Doltz

The creator of the method Design Sprint and author of the book Sprint, Jake Knapp is coming to the conference.

Jake Knapp is the creator of the Design Sprint method, which he developed while working at Google and Google Ventures for 10 years. He is the author of Make Time and the New York Times bestseller Sprint, about the method. 

The method Design Sprint is one of the most talked about in the design community today. We are happy to have him as a speaker at From Business to Buttons 2019.
He has since his years at Google coached teams like Slack, Uber, 23andMe, LEGO, and The Wall Street Journal on the method Design Sprint. Previously, Jake helped build products like Gmail, Google Hangouts, and Microsoft Encarta. He is currently among the world’s tallest designers.

Besides how tall you are, what is the number one question asked about the Design Sprint?

– ”Can we do a sprint in less than five days?” And the answer is... it depends. You can do a sprint in four days for sure. In three days, only under specific, narrow circumstances. I encourage people to do five days the first time they try it.

What is the craziest project/company that you heard of, that used the method?

– The craziest sprint project I've heard of is either Reykjavik University, who ran 92 sprints with 460 students in 1 week, or LEGO, who ran 80 sprints in 8 weeks—which is obviously less but still so many and at a real company to boot!

Jake Knapp is currently working on a new book. It’s a very secret project, but we will continue to ask nosy questions about it.
If you havn't heard about Design Sprint (where have you even been for the last 2 years?) here's a 90 second intro to the method.

The Design Sprint is a highly structured five-day process for solving problems and testing new ideas. Invented at Google by Jake Knapp, then perfected with more than 150 startups at Google Ventures, the Design Sprint helps teams solve big problems and test prototype solutions—all in a single week. Today, the Design Sprint has spread to places like Facebook, Apple, Airbnb, Uber, IDEO, and LEGO. And it’s not just for companies—Design Sprints have been used by organizations like the United Nations and the European Space Agency; by non-profits, governments, and even museums.

Sprint is available in 22 languages, and smart teams around the world are applying it's lessons to give their products and services the best chance of success, and to have a good time along the way!

Get your FBTB19 tickets here!

Let's welcome Christopher Noessel, author, sci-fi interface specialist and AI-designer

Sara Doltz

We are happy till welcome Christopher Noessel to FBTB!

Chris Noessel is a veteran of the interaction design industry, having designed products, crafted services, and helped clients with design strategy across many disparate domains for more than 20 years. In that time, he co-founded a small interaction design agency where he developed interactive exhibitions and environments for museums. 

He is right now a senior designer for the Watson Customer Experience team at IBM focusing on interaction with AI.

Sci-fi and design

Christopher has written for online publications for many years, but was first published in print as co-author of the interaction design pattern chapter in the textbook edited by Simson Garfinkel, RFID: Applications, Security, and Privacy. His Spidey sense goes off at random topics, and this has led him to speak at conferences around the world about a wide range of things, including interactive narrative, ethnographic user research, interaction design, sex-related interactive technologies, free-range learning, the future of tech, and the relationship between science fiction and interface design with the 2012 Rosenfeld Media book Make It So: Interaction Design Lessons from Science Fiction, coauthored with Nathan Shedroff.


He is keeper of the blog and runs related sci-fi movie nights all over the world. In 2014 he co-authored the 4th Edition of About Face: The Essentials of Interaction Design, helping modernize it for the six years that had passed since its prior release. His most recent book, Designing Agentive Technology: AI That Works for People (Rosenfeld 2017), describes the newest mode of interaction made possible by artificial intelligence.

If you run into him on the street and want to get an earful, ask about any of the handful of other books he’s got rattling around in his head. One involves the strange and wonderful world of generative randomness, and another involves the design of technology that helps its users get smart enough to not need it.

Get your ticket to the conference today!

2 more speakers are joining the line-up

Sara Doltz

Jeff Gothelf, author of Lean UX, and Val Head, Design Advocate at Adobe and Animations expert, will be speaking at FBTB in May.

Jeff is co-author of the award-winning book Lean UX and the Harvard Business Review Press book Sense & Respond and Lean vs Agile vs Design Thinking. He helps organizations build better products and executives build the cultures that build better products. Jeff works as a coach, consultant and keynote speaker helping companies bridge the gaps between business agility, digital transformation, product management and human-centred design. 

He is very active on Medium, most recently with an intriguing post about the Vasa Ship and Prototyping.

This is Jeff's second time at FBTB. He was a speaker at FBTB in 2014, the talk had the title ”Building Successful In-House Innovation Teams”. Jeff's talk in 2019:

”I have been working with leaders lately on how to build and design organizations that support the work style described in Lean UX. The conversation inevitably focuses on reconciling various methodologies into a process that an organization can rally the entire set of disciplines around. So, how do we bring these ideas together through a series of principles rather than dogmatic recipes.”

We are also very happy to introduce Val Head as a speaker for the conference in May. Val is a web animation expert, author, and Design Advocate at Adobe. She is the author of Designing Interface Animation, a book that shows you how, as a designer, to create web animation that balances purpose and style while blending seamlessly into the user’s experience. The book is a crash course in motion design theory and practice for web designers, UX professionals, and front-end developers alike.
Val also teaches CSS Animation on, and curates the weekly UI Animation Newsletter. She has a talent for getting designers and developers alike excited about the power of animation.

Both Jeff and Val will host workshops – the tickets will be released in the beginning of December. But right now – don't forget to buy your tickets to the main event on May 3 at

Designing an interactive installation in the city of Denver

Sara Doltz


Could you create concepts for an eye-catching interactive installation to be placed in a prominent public space in Denver city?

This was the initial brief that inUse was given by a client in Denver. In addition to being unique, visually stunning, and easy for visitors to engage with, our client wanted the installation to be have sufficient depth to warrant a return visit. They wanted something that would be talked about, and which would contribute to making the proposed site a destination.

This is the kind of demanding brief that we love.

A small design team was assembled, including an architect, a user researcher and an experience designer. The team got to work generating and illustrating over thirty different concepts that were made into an “idea book”. A team from Panasonic partnered with us throughout to ensure that everything that we proposed was technically feasible and could be delivered in a timely manner.

“We just want something sensational” our client told us.

This is not the easiest thing to do on command. Thankfully inUse has an in-house creativity method called “Directed Innovation” that can stand up to this kind of pressure. The method is not dissimilar to the process of a movie director achieving his or her singular vision by means of a team of highly specialized professionals.

The concepts were pitched to the client, who excitedly told us – using an American baseball metaphor – that we had “hit it out of the park!”.

One of the concepts was selected to be fleshed out further. We did sketching, building cardboard models and prototyping to gauge the performance of different technologies.

The architect looking through a model.

In the end one of the most effective experience design techniques turned out to be a version of bodystorming. The team physically role-played various activities and interactions at the proposed site to figure out how to draw visitors in, how to communicate the main modes of interaction, and how to create different levels of engagement.

The detailed design was handed over as a document and also described in a short video. The video medium complements the detail and specificity of a report and is vastly better for storytelling and helping others to imagine what the experience might be like. Our video allowed us to provide a sense of the emotional tone of the experience. In fact, more than one viewer was touched to tears.

Video stills, showing UX design interacting with a screen on the ground

At this point our client in Denver has a catalogue of different concept ideas for an innovative installation suitable for a public place, as well as one thoroughly documented, technically feasible, detailed proposal for a visually striking and compelling interactive installation.

Read more about our work with Human Spaces or send an e-mail to Emma Estborn.