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FBTB Design Lunch with the Chief Design Officer at Electrolux

Ola Nilsson

Headline for the next Design Lunch is 'Using Human-Centric Design to make Sustainable behavior the preferred choice'. And the wonderful speaker is Pernilla Johansson, Chief Design Officer at Electrolux. If you don't already have a FBTB ticket – with which you can join the Design Lunch – it's really time to get one!

At inUse we often talk about human behavior and how we have to think holistically of sustainability. A line of thought we share with our next speaker. So, I think you can imagine why we are quite excited about Pernilla Johansson joining our lineup and her upcoming talk at the FBTB Design Lunch.

– Today, it’s easier to live unsustainably than sustainably, and the feeling of being unable to act on climate change is a concern for many of us as we are not living as sustainable as we may wish. On the one hand we have our perceptions of what we consider sustainable and the behaviors we would like to adopt. On the other hand, we have often deeply rooted behavior in everyday life.

– Even though we are looking to adopt new behaviors there are underlying obstacles that get in the way. Hence designing for behavioral change becomes the single most important challenge, and the design approach must therefore be centered around a deep-rooted understanding of human behavior.

What will be the main takeaways from your talk? 

– One third of global emissions come from food production and the food industry is one of the biggest threats to our climate. So how do we tackle this very large and complex challenge? How can we designers use our superpowers to influence positive change in this area?

– Without going into any solutions I will talk about the approach we took and the learning we gained by using highly holistic mixed research methodologies. The story directs itself to anyone who has a keen interest in a design process that is research-based, iterative, and people-centric that goes beyond physical or digital borders.  

Electrolux has gone through lots of changes, how come you can keep up with the ongoing transformations?

– If there's one thing that's certain in life it's the occurrance of changes. When you work at a company the size of Electrolux I don’t think it’s humanly possible to keep up with all the changes – one has to trust, let go and focus on the things one can influence. Personally, it helps me to feel the change, to experience it. That by itself becomes a strong motivation for transformational change and when that change becomes exponential, things get really exciting.

We are so happy that you are contributing to the Design Lunches and FBTB!

– I attended the FBTB event for the first time in 2019 and I was very impressed with the setup. It’s a true privilege to have this so close to home and I’m really looking forward to continuing to support it. Offline or online.

Get your FBTB ticket – and have a look at the Design Lunches schedule here!

FBTB Design Lunch: Working Smarter with IKEA

Ola Nilsson

The name of the talk is "Working Smarter – Building IKEA’s Designs system to unlock Innovation", and the speaker is extremely experienced. So, if you don't already have a FBTB ticket – with which you can join the Design Lunch – it's really time to get one!

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 is the next speaker at our appreciated FBTB Design Lunches. If you're into design systems – you shouldn't miss out!

– During the last 6 months, we've been working on a global IKEA Design system. This was prompted by a request to re-design parts of the ikea.com with the intention of making it more modern and accessible. During this work, we saw that it was very hard to maintain consistency in the user experience as well as efficiency in the development of features. So, we decided to explore what would happen if we started standardizing design and development. As it turns out it becomes much easier to focus on solving actual customer problems, says Karolina Boremalm.

Why should people eat their lunch listening to your talk?

– This topic is something that a lot of companies struggle with – how to deliver better customer experiences while saving money and innovating on solutions. I'm not saying that a design system solves it all, but it makes life so much easier when brand, experience design, and development have a common language to start from.

– For some the takeaways will be connected to the importance of having a design system, for others, the interest will lie in how it has been done and what principles we've used when creating it. I think however that some general takeaways that for a design system development to be successful you must be open and receptive to the needs of your users and to be willing to admit that this is a never-ending journey.

Being part of such a big and global company as IKEA – what do you think is more important within the design field for you, and what will be important in the future?

– I think that customer needs and wishes are the things that will drive the future. We must have a better understanding of who people are so that we can deliver better seamless and useful experiences to them at any time. The research will be the way forward, at least for us.

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.

Get your FBTB ticket – and have a look at the Design Lunches schedule here!

From South Africa to Swedish Wedding to FBTB Design Lunch

Ola Nilsson

Our pre-event for the FBTB conference is in full bloom. And there have been participants from all over the world. We had a chat with one of them, Wynand Kok, from South Africa.
– The interaction part of the Design Lunches contributes to a sense of being part of the community. For someone attending from the other side of the world, this gives me some friendly faces to look forward to meeting in person, he says.

How was your first experience of the Design Lunches?

– I really enjoyed the first Design Lunch. David de Léon's topic of how UX may draw inspiration from magic as performance art was thought-provoking; I was particularly intrigued by the notion of "dramatizing conditions" in relation to the degrees of conviction held by our design audiences, and how this might open scope for fostering credibility with these audiences, says Wynand Kok who works at Retro Rabbit.

– However, I particularly enjoyed the interaction with other attendees after the presentation part of the session.

I suppose that you also long for the conference, but what can these pre-events with Design Lunches offer you?

– Absolutely I'm looking forward to the conference. In the meantime, however, I can think of two main things I expect I'll be getting out of the design lunches.

– First, this makes the conference more real to me in a sense. This adds to the initial excitement I had when I first decided to attend the 2020 conference while making the delay to next year feel less frustrating; it's a bit of hype building, but it also makes me feel that I made the right choice in design conference to attend.

– The second expectation – of which I already had a taste in the first Design Lunch – is getting the chance to interact with other attendees. One of the most vital design skills is learning from different perspectives and engaging with others' learnings, and insights – as awkward as getting partnered in a Zoom breakout room with participants you've never met before might initially be. But this interaction also contributes to a sense of being part of the community around the conference. For someone attending from the other side of the world, this gives me some friendly faces to look forward to meeting in person next year.

I think the opportunity to learn something new from the actual content of the Design Lunches' main sessions is almost secondary to the above. Don't get me wrong, though, I'm looking forward to this, too!

How did it come to be that you became part of the FBTB community?

– My 2020 started out with the plan to attend a friend's wedding in Sweden in May. Working as a UX Designer in Pretoria, South Africa, I figured that it might be worthwhile seeing if there are any interesting design-related events happening in Scandinavia around that time. I thought it might be valuable to get a perspective on some of the challenges we face in the South African UX sphere from a Scandinavian and global context. 

– The moment I saw the lineup of speakers, I was sold. Since I was reading Peter Merholz and Kristin Skinner's Org Design for Design Orgs at the time, I also jumped at the chance to attend Merholz's workshop.

– The world, as we all know, ended up looking different from how most of us planned, but I am absolutely pleased that the FBTB team is committed to providing value to the community in preparation for the conference next year.


Do you also want to be a part of the FBTB Design Lunches? If you don't already have one, get a ticket!

How falling in love is translated into product interest

Ola Nilsson

As part of the FBTB experience, we offer Design Lunches all the way 'til the conference in May 2021. The next one will be with Karin Eklund, Product Manager Software for the software in Autonomous autopilots at Toyota Material Handling Logistic Solutions.
– One of the things this talk will teach you is how the mechanism of falling in love can be translated into creating an interest in your product.

On our Design Lunch on the 13th of October, Karin Eklund from Toyota will share her thoughts in the talk: How experiences from your love life can be used to create great customer experiences.

One of the things this talk will teach you is how the mechanism of falling in love can be translated into creating an interest in your product.

Tell us about your upcoming talk, Karin!

– I will talk about the fact that we humans are made to create relationships. Solitude is not something we are good at. In the same way, as we create relationships with other humans, we also create a bond and relationship with things. Everyone working with branding is familiar with this phenomenon. Therefore you can look at the theories we have about how we build relationships between humans and use it to create good experiences for a product or service.

– The interactivity of software products creates even more similarities with human relationships since you interact with the product and must put some effort into the relationship from the beginning.

– One of the things this talk will teach you is how the mechanism of falling in love can be translated into creating an interest in your product. Another how a long-lasting marriage can give you ideas on how to keep users and customers to your product/service in the long run.

Why is it perfect for the FBTB community?

– Because it will give a new perspective that is not so much discussed before. I also think everyone has relationships that are important for them, and putting that knowledge and perspective into the job of creating excellent experiences will help you become a better designer and strategist.  

One big part of the FBTB Design Lunches are the discussion groups after the talks – what will be the main things that people will buzz about after your talk, you think?

– I think it will be a buzz about how to use this knowledge in different phases in the lifecycle of the service or product to create loyalty. A known truth when it comes to sales is that is much harder to get new customers than to build on an existing customer base. There will probably also be some memories from the participants' love life, that will pop-up in the discussions.    

Why are you into FBTB, you almost always visit the conference – what does it mean to you and your organization?

– I have been working with user experience for more than 20 years and seen the development of the area. FBTB has been there pushing the area forward and inspiring the designers for almost as long.

– I actually attended the two first FBTB conferences in Malmö in the early 2000 century so it feels like FBTB and I have been maturing side by side. Now I am a Product Manager Software and do not work hands-on with design any longer, but I am sure that the user-centered perspective that I have makes me much better in the role as Product Manager and helps me prioritize.

Service Design, User Experience, Business Design – what are your observations in theses Corona times – are the fields evolving, pushed aside, or what is happening?

– I think that the area is more important than ever. The ones who understand the end-user best will be the winners in the recession. But, with the said, my experience is that few companies have the courage to be long-sighted in a recession. There is a lot of pressure and stress, and that actually impacts the quality of our decision making. So in many companies, I think that it will be a hard time to get through with the priorities needed from an experience view.


To be invited to the Design Lunches, you'll need an FBTB ticket, get it here!

The host of this talk is Karin Eklund has more than 20 years of experience in the User Experience area working with companies like Volvo Cars, Semcon, Scania, Essity, 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.

The schedule for all the Design Lunches is to be found here!