Say hello to… Sanna Rau!

Johan Berndtsson June 15, 2026

Some people end up in design by accident. Sanna Rau ended up there by frustration, and I mean that as the highest possible compliment. She joined us in Malmö last month, bringing a background in service design and research, and a rare ability to hold the whole system in view while still seeing the person stuck inside it.

Welcome, Sanna! How did you end up in design?
– I started out working as a visual designer around 2012 and at some point I was at a job interview where I was recommended to instead meet their sister company who was looking for someone who could do what I was interested in. I didn’t really even know what to call it, but it turned out there were several names for it, CX, UX or service design. As I had been quite reluctant to even get a smart phone when that became a thing, I wasn’t sure that this world was for me, but I have stayed since then.

You sometimes talk about frustration as a driver. What kind of frustration?
– It’s the fact that today it is complicated to do things that used to be simple. I can’t go to the supermarket without having to interact with a screen and a system that doesn’t work. Technology makes me feel stupid. I was trying to buy a second hand bike in Lund through Blocket and some AI kept trying to send me suggestions for similar looking bikes in Skellefteå. I really don’t want to go to the other side of the country to buy a rusty old bike for 200kr. It isn’t the bike, it’s the location, I need it now. Or these days it takes twice as long to get on a bus because you have to scan a QR code and people stand there tilting their phones, increasing screen brightness and moving their phones back and forth in front of a beeping camera while the bus driver gets annoyed and tells us all off. I mean it’s great that I can see the live time table in an app, but if the bus is delayed because people can’t scan their tickets, is the system really better than before?

That sounds like more than inconvenience.
– It is. When I moved back to Sweden after living abroad, my Swedish personal identity number had been deactivated and BankID had been introduced, so I felt like a bureaucratic digital wall was keeping me out. I was standing at the Skatteverket office with my valid passport in my hand, and that wasn’t proof enough that I was in the country. Instead the system had me registered as being overseas and I had to prove that I was in Sweden by collecting receipts from the supermarket showing that I was purchasing food here. This is where it ends up being more than annoying, I could elbow my way back in again, but it shows what barriers we are building for people. We are building these complex systems without fallbacks. If an escalator breaks, you can still walk up the stairs. We’re building elevators, and people are getting stuck between floors.

And yet you’ve kept working in this field. Why?
– Because I also know it can be done well, and I want to contribute. I’ve worked for lots of organizations where we spent months mapping how different people actually think, and that allows us to create experiences that are genuinely helpful. I’m good at this and I want to help.

What drew you to Ambition specifically?
– I like to be surrounded by people who share this passion to improve the systems in our daily life, and I can do that work for other organisations while still being backed by an entire group of clever people who also like talking about these issues.

Tell me something about life outside work.
– I’m planting a forest and working with permaculture to regenerate a piece of land. This weekend we have a group of volunteers coming over for an introduction to permaculture. I’m also putting together a bike kitchen, a workshop where people can come and learn to fix their own bikes. We teach them how to do it, it’s a form of skill sharing. I write about design for UX Collective too, for the same reason. I don’t think we should pull the ladder up behind us.

Thanks Sanna, and welcome to Ambition! 🌱

AI Lab: Experimenting with tools and services

Johan Berndtsson June 10, 2026

This September, we’re launching a brand new domain at Ambition Empower. AI Lab: Experimenting with tools and services is your space to form your own opinion about AI through hands-on experimentation, honest reflection, and a community doing the same work you are.

Afra Noubarzadeh, our very own Head of Professional Growth, will help us get a bit more acquainted with the new possibilities. I had a coffee with him to get his view on this new domain.

Hi Afra! You’re leading a brand new domain called AI Lab. What’s it really about?
– It’s about forming your own opinion. There’s so much noise out there right now, people who are all-in on every new service, and people who are completely dismissive. Both camps are just amplifying narratives rather than actually testing anything. I want us to slow down, try things together, and figure out what actually works for us as designers.

You’ve said you’re not an AI expert. Isn’t that a strange position for someone leading a domain about AI?
– I think it’s exactly the right position. I’m not here as a thought leader with all the answers. I feel the same uncertainty and excitement that most designers feel right now. And in this case it is actually a strength. 
– When an expert presents tools from a stage, there’s a natural distance. You watch, you take notes, and then you go back to your job and wonder where to start. When someone who shares your uncertainty leads the exploration, the dynamic is completely different. We are all figuring it out together. There is no pressure to already know, no shame in being confused, and no one performing confidence they do not have. And given how fast things are moving right now, we think this is the most efficient way to keep up.

What does that look like in practice?
– We start by going deeper into the areas that people are focusing on, like research, which takes real work and has real pain points we all recognize. We map out the problems, look at which AI services promise to help, and then actually try them. The live sessions aren’t lectures or breakouts, they’re conversations about what happened when we used the services. Did it make our work better? Did it save time? Did it create new problems?

What do you hope people take away?
– A real, experience-based opinion about how AI fits into their work and their organization. Not hype, not fear. Right now most designers are either overwhelmed by the pace of change or forming opinions based on what they read rather than what they have tried. I want people to leave each topic having actually used something, reflected on it with others, and arrived at a conclusion that is genuinely their own.

Why does this feel important to you personally?
– Because I know what it feels like to wonder if you’re keeping up. Design processes have always evolved, but right now the waves are coming faster than most of us can handle. I want AI Lab to be a calm, familiar place in the middle of all that, where no one has to pretend they have it figured out.

Thank you Afra. I’m really looking forward to following your domain this fall!

Say hello to… Marie Lambertsson!

Johan Berndtsson May 11, 2026

Few people walk into Ambition with a trajectory quite like Marie’s. A technical physicist by training, a therapist by practice, and a senior Service- and UX designer by profession. Marie has spent her career asking the same underlying question from very different angles… “What do people and companies actually need?” and “What is the purpose?”

I first got to work with Marie at inUse, and I’m genuinely happy that our paths have crossed again. She joined us a couple of weeks ago.

Welcome, Marie! Your path to design is anything but straight. How did it all start?

– It started in engineering. I spent about ten years as a technical system designer in the 90s, working closely with Tom Gilb, a real pioneer in requirements engineering and value-driven development. One of his methods was software inspection, and I actually ended up as an example in one of his presentations. Evidence, he argued, that you could improve quality dramatically by getting requirements as right as possible from the start. We were out in the field with people operating base stations, incredibly complex interfaces that the developers and a few “superusers” were proud of, precisely because they were so advanced. That experience made it obvious to me… the work has to start with the user.

Then you left tech entirely for a while. That’s not something you hear often?

– I did. Around 2003, the company I worked at went through a reorganization and took the opportunity to leave. I spent five years working with people in a very different way, within rehabilitation and open housing, with two therapy training programmes alongside. It was a time of real personal insight. But eventually I missed the industry. A friend pointed out that what I was actually looking for was interaction design, to combine my knowledge about people and technology. That changed everything. I studied for two years at Nackademien. That’s where I first encountered inUse, who taught there. I fell in love with impact-driven design, impact management, and impact mapping. All the things that inUse pioneered and companies really needed to understand. 

You’ve worked across some varied contexts since then; home appliances, hospitals, real estate companies. Any that stand out?

– Several. I designed interfaces for washing machines and coffee makers at Electrolux for a while. That was an interesting challenge to design usable interfaces for hardware. Later I had an assignment at Södersjukhuset, working with doctors and nurses to streamline their workflows. That’s actually where I reconnected with inUse again, and ended up joining the team.

What drew you to Ambition specifically?

– There’s a pattern, I think. I didn’t stumble into inUse, I sought it out, because the culture and the approach felt right. Same with Ambition. This was the only job I applied for. I use my intuition a lot, and when I looked at what the team had built here, I recognized something familiar… People who genuinely want good things for each other, far from territorial thinking. Being able to show up as a full human being, not just a professional, matters to me. Community matters to me.

You have a strong interest in personal development alongside your work. How does that connect to what you do professionally?

– I think they’re inseparable. If we only act from what we’ve already experienced, we just repeat the same patterns over and over. That applies to people, to organizations, and honestly to the field of design too. Growth, real growth, requires doing genuinely new things, not just optimizing old ones. That’s what I try to bring into my work. Helping people, products and organisations to move somewhere they haven’t been before.

Last one – what’s your take on AI and where we fit in?

– What interests me is the wisdom around it, how we use it. AI is a lot more efficient in sorting out tasks, but maybe not as effective as we are. It cannot (yet?) be innovative. I believe that there will always be things that humans are better at. Our brains and bodies are a fantastic “technology”. AI should be a helper, not a brain. And that’s exactly why I think people who understand both technology, human behavior and value driven development are so badly needed right now.

Thanks Marie, it’s great to have you back! 🙌

Say hello to… Maximilian Relam Wide!

Johan Berndtsson April 15, 2026

We’re delighted to welcome Maximilian Relam Wide to Ambition in Gothenburg. Maximilian joins us from recent work with Volvo Cars, Telia, and Coop, with a broad background in Product,UX, and UI design. We sat down with him to talk about how he got here, what drives him, and why thoughtful design means so much to him.

Welcome Maximilian! How did you find your way into design?

– When I was in high school, I had no idea what I wanted to do. I knew about interfaces and GUIs, they were just part of using software. It never crossed my mind that someone actually had to design them, or that UX was even a thing.  Then I watched a documentary about a Danish furniture designer. The idea that a piece of furniture should serve a clear purpose, but also be beautiful, just clicked. 

– I’d always been drawn to things that solved problems well… clothes, furniture, products that felt like someone had really thought them through, and watching that documentary I knew straight away that I wanted to learn more about this kind of “thoughtful” design. 

And that led you to Hyper Island?

– My closest friend had started there a year or two before me and told me about the program. He was studying app development. “You’ll work out what you want to do once you’re there.”, he said, so I applied. I got into the Digital Media Creative track, and he was right.

– There was a lot of learning by doing, with a real emphasis on soft skills and building genuine connections with the people around you. Teams came together quickly because of that. And the projects were real. Actual clients, actual briefs, not work that disappeared into a folder somewhere. Near the end of the program I bought a Sketch license and remember thinking, THIS is what I want to do.

But you went on to study again after that?

– I didn’t quite feel ready to start working, so I did the Digital Designer program at Yrgo here in Gothenburg. Motion, frontend, design. I like having a broad skill set and understanding many different sides of design work. It’s served me well.

What happened when you finished?

– I did an internship in Stockholm. My sister was living there at the time. Then covid hit, and finding work was genuinely hard. I ended up helping the agency Fab in Gothenburg with UX and UI projects for clients. Through them I came across Koalitionen, mentioned I was looking for something permanent, and got taken on.

– My first client there was Coop. They had an admin portal used by suppliers to manage orders and campaigns. The job was to improve the UX and UI across the board and explore how AI could surface useful insights for suppliers based on trends. I worked closely with a designer who had built much of Coop’s design language, and really learned to think in terms of components and design systems. It was intense, but I took a lot from it.

Which other projects have stayed with you?

– Telia was significant. I worked on their logged-in experience… the area where customers manage invoices and account settings. A colleague in Gothenburg handled the app while I focused on the web, but the development team was based in Lithuania. We also built out “Telia Familj”, a set of services for people sharing a household. I spent a lot of time interviewing users to understand what they actually needed, with a strong commercial focus throughout.

– Then Volvo Cars. I worked on an internal system for production planning across their factories. The challenge wasn’t making something that looked good. It was understanding how the business actually worked. When I interviewed users, I learned that they regularly used only a small part of the system. Some features were utilized maybe twice a year, others barely at all. The real insight was that people need help getting quickly to what matters. Being an old system with tons of technical debt we couldn’t decommission anything, so building clear shortcuts to the most-used functions ended up being the most important thing we did. 

What are you working on right now?

– I’ve just started with our client Timewave. More on that to come!

What are you most looking forward to here at Ambition?

– Having so many design colleagues around me. That means a lot. I really want to learn from everyone here, and I’m looking forward to digging into Ambition Empower. I know I’ll grow a lot. The goal is to become the kind of designer that everybody genuinely wants to work with.

Thanks Maximilian, and welcome to Ambition!

Say hello to… Jonatan Persson!

Johan Berndtsson March 26, 2026

We’re happy to welcome Jonatan Persson, who recently joined us at Ambition. Jonatan has a broad background in digital services and products, UX and product design, with experience ranging from physics-simulating startups to global product organizations like Cochlear.

I sat down with Jonatan to talk about how he got into design, what drives him, and how he thinks about leadership and the future.

Welcome, Jonatan! How did you end up in design?

– It happened gradually. It wasn’t a super conscious choice from the start. I’ve always liked being creative and had an easy time with technical subjects, but what really drew me in was the creative side. Music, photography, visual art. I started out studying mechanical engineering, but it wasn’t cut out for me. I switched tracks and studied film studies and media and communication instead for a couple of years. I wanted to understand how people communicate and make sense of the world. It still is a good foundation for me as a designer to build on.

– Then I found design and product development at Chalmers, and it felt like the perfect combination. Both the engineering perspective and the human one. How do you build products that actually create value, for people and for the business?

What did the first years after graduation look like?

– My first job was at a small startup called Algoryx. They built a digital tool where you could simulate physics. You created a model of a physical scene or world by drawing it, and then pressed a button and the laws of physics kicked in. It had started as a thesis project and got enormous attention, millions of views on YouTube, reaching Ny Tekniks 33-list. I was the first designer in a team of ten and got to do a little of everything. Business cards, rollups, designing the product and testing it out with students in classrooms.

– We were probably ten years too early. But it was an incredible challenge and a fantastic first hands-on opportunity to learn the craft. The tool named Algodoo, still amazes me!

And after that?

– I moved on to a scale up in Gothenburg, working with a technically complex SaaS tool for process automation to help businesses be more effective and consistent. After that I got the chance to join Opera, the web browser. A global product company with up to thirty million daily users. I learned an enormous amount about how to build commercial products at scale, and how to take care of existing users while creating something new at the same time. At this point I started to build up all the seniority I needed as a designer.

– After that came Stendahls, where I worked as UX Director for many years. A lot of work with Volvo CE, Husqvarna, and other digital services for a mix of clients. Towards the end I became a competence lead for UX, working on questions like which skills we needed, mapping resources to projects, how to develop people and the overall Stendahls UX offering of course.

Your more recent roles have had a clear focus on leadership and business. How did that happen?

– For a long time I worked inside the design bubble, thinking a lot about why design never got a seat at the table. At my last two jobs, MATCHi and Cochlear, I finally got that seat as a design leader and manager. Reporting directly to the CPO. Working closely with product directors. Talking about business value and strategy. And also helping organisations grow their design maturity and ways of working.

– A lot of it was about building leadership and mentorship. Helping a team grow, not just deliver. Giving a mandate to designers to really do the work and help organisations with their business growth as well as improving experiences for their customers.

What drew you to Ambition?

– The combination of actually delivering and learning at the same time as well as continuing work with design leadership. I enjoy stepping into different industries, quickly getting on top of new opportunities, problems and context, and then contributing. The fact that Ambition puts such a strong focus on professional development and empowering organisations felt right. This is an industry that changes fast, and it’s fun to navigate that together with others on this level.

What are you working on right now?

– I’m helping with the preparations for the Ambition Conference in May. And soon there’s a new client assignment on the way, more on that later.

Thanks Jonatan, and welcome to Ambition!

Säg hej till… Ola Thörn!

Johan Berndtsson March 11, 2026

Vi är väldigt glada att välkomna Ola Thörn som nyligen har börjat hos oss på Ambition. Ola har bland annat drivit en innovativ tjänst till marknaden på Sony och frilansat inom UX. 

Vi tog en pratstund med Ola om vägen in i design, vad som driver honom, och hur han ser på AI och framtiden.

Välkommen Ola! Hur hamnade du inom design?

– Jag gillade att rita och pixlade på en Amiga 500 som jag delade med brorsan. Ville man göra något kreativt fick man “förtur”. Ville man bara spela fick man lämna över. 

– På studenten fick jag en bok om industridesign som satte igång något. Jag började på universitetet och läste humaniora och sen vidare till New Media Design på Hyper Island. Efter ett tag tröttnade jag på att mycket inom webb på den tiden handlade om yta och trender. Jag ville jobba med sånt som går att göra objektivt bättre. Det ledde mig till en magisterkurs i kognitionsvetenskap, och sen vidare till olika roller som inom UX.

Vad tog du med dig från åren som designer – och från Sony?

– Efter ett vikariat på BTJ (Bibliotekstjänst) gick jag vidare till Sony och arbetade på designavdelningen, och senare på en framtidsinriktad teknikavdelning. Tillsammans med ämnesexperter inom olika teknologier, var vårt uppdrag att utforska nya möjligheter och testa nya gränser. 

– Det var en väldigt kreativ period. Jag tror att min lite “naiva” teknikförståelse ibland hjälpte. När man inte är helt låst i hur något fungerar rent tekniskt kan man ställa andra frågor. Jag utvecklade olika workshopformat för att få fram nya idéer tillsammans med ingenjörerna och fick igenom flera patent kring innovativa gränssnitt.

Finns det något särskilt projekt du är extra stolt över?

– I slutet av min Sony tid fokuserade vi på inkubation av nya framtida tjänster och jag tog chansen och pitchade en ny SaaS, som vi sen tog till marknaden. Traditionellt klipper man inspelat tal t ex en intervju som en vågform, men problemet är att då ser man ju inte vad någon säger. När transkriptioner blev bättre tänkte vi: varför inte klippa med hjälp av text? Markera en mening i utskriften och så försvinner motsvarande del av ljudet.

– Vi jobbade med utveckling, produktifiering, marknadsföring, hela paketet, och använde Sony Mobiles Audio Recording-app med miljontals installationer för att nå ut med tjänsten. Att få följa en idé hela vägen, från “det här borde vara bra” till något människor faktiskt använder, det är otroligt tillfredsställande.

Efter Sony startade du eget, hur var det?

– Jag lämnade Sony och startade eget för att få variation och kunna hjälpa olika typer av kunder. Jag har jobbat både hands-on med UX/UI och mer med service design med kunder i näringslivet och offentlig sektor. Det är kul att kliva in i olika branscher och snabbt försöka förstå problem, sammanhang och behov.

– Under hösten hade jag kontakt med Jakob på Ambition, och när det dök upp en spännande möjlighet så hoppade jag på den. 

Vad var det som lockade med Ambition?

– Att ni är fokuserade på UX och tjänstedesign, och har ett så starkt fokus på fortbildning. Det här är en bransch som förändras fortare än någonsin och det är kul att lära sig tillsammans.

Vad är roligast med jobbet som designer?

– Att gå från att upptäcka ett behov, något som ofta är ganska abstrakt, till att göra det konkret. Att skapa en lösning som faktiskt löser ett riktigt problem. Den resan, från dimma till klarhet, är det som gör att jag fortfarande tycker det här är så kul.

Vad jobbar du med just nu?

– Just nu handlar det om att skapa bättre lösningar för invånarkommunikation på Region Skåne, bland annat digitala kallelser. Hur kan vi skapa lösningar som gör så att de som kallas till värden är rätt förberedda och kommer till rätt plats vid rätt tid? Det kostar en massa när besök missas eller när människor inte får rätt information i tid.

Hur tänker du kring AI? Vad kommer att vara sig likt och vad kommer att förändras?

– De tjänster som vi redan nu har tillgång till gör det möjligt att komma framåt snabbt när man skissar idéer och bygger prototyper. Det är ett enormt lyft. Men man behöver ha en egen “point-of-view”. Man måste kunna granska det som kommer ut och bedöma om det faktiskt funkar i verkligheten, och för riktiga användare. Snabba prototyper är jättebra, men ansvaret för kvaliteten försvinner inte.

– Just att det går så snabbt att göra saker gör det enkelt att sätta ihop lite vadsomhelst. Nyligen, när jag ville bli bättre på kortkommandon i Figma, byggde jag till exempel en webapp i Lovable för att kunna träna på dem. 

Till sist: Vad ser du mest fram emot nu när du är här?

– Det ska bli inspirerande att arbeta med nya kollegor inom design och innovation. Att få vara i en miljö där vi både levererar och lär oss samtidigt. Vi är i ett spännande teknikskifte där det som känns nytt nu kan se helt självklart ut om ett år. Jag ser fram emot att utforska det tillsammans med er.

Tack Ola, och välkommen till Ambition!

Ambition Conference 2026: All you need to know

Johan Berndtsson February 13, 2026

The Ambition Conference is where product, CX, and design leaders come to sharpen their craft, compare notes with peers, and bring home ideas that actually change both decisions and delivery.

It’s the annual in-person gathering for Ambition Empower, a membership that helps teams and individuals build stronger product, CX, and design capabilities through one hour of curated learning or live workshops per week. Stay aligned, keep improving, and turn insights into better decisions and delivery, without the content overload. Conference access is included in membership.

Dates & venues

Choose the city and date that suits you best:

  • Gothenburg, 19 May, Surr Arena
  • Stockholm, 26 May, Södra Teatern

What to expect

Expect insightful talks connecting experience quality to real business outcomes, practical methods you can use with your team, and great conversations with peers across Product, UX, and CX, plus a warm, member-driven atmosphere.

Announced sessions (so far)

  • The hidden cost of bad CX: Connecting experience failures to the bottom line
    Astrid Kowalczyk, Global Head of CX Data & Insights at Volvo Cars
  • Assert your UX impact: Bring strategy into every UX conversation
    Torrey Podmajersky, author of UX Skills for Business Strategy
  • Discovery habits that improve product, strategy, and business
    Fredrik Påhlman, UX & Discovery Lead at Sleep Cycle
  • Journeys that work: Inclusion, KPI’s, and storytelling
    Marie Östlund, Customer Experience Director at Avinode
  • Engagement by design: Continuous learning at Fortnox
    Gabriel Svennerberg, Head of Design at Fortnox
  • [TBA]
    More speakers and topics will be revealed over the coming weeks, and this page will be updated as announcements go live.

How to attend

  • Already a member? Log in to the app and select Gothenburg (19 May) or Stockholm (26 May).
  • Not a member yet? Join Ambition Empower to attend the conference (included) and get year-round access to the program and community.

If you have questions, reach out to Nathalie Tindsjö or Jane Murray.

Afterwork with Ambition Empower at Minc Malmö

Jane Murray February 5, 2026

Join us for a Afterwork with Pontus Wärnestål and Ambition Empower! The topic… What happens to design when interaction is no longer just visual?

For years, UX and product design have been centered around screens. We’ve refined how we design visual interaction. We’ve built design systems for components, patterns, and flows. We know how to think in layouts, states, and interfaces.

But something is changing.

As AI becomes part of real products and complex environments, interaction is no longer only visual. Designers and product teams are now facing a new challenge:

  • How do we design conversations?
  • How do we design behaviors?
  • How do we design personality?

And perhaps most importantly: how do we do this in a systematic, professional, and reusable way?

This shift is already happening in industries where attention, safety, and speed are critical, such as the automotive industry, where AI voice assistants are becoming part of the driver environment. In these contexts, there is no room for vague interaction. Dialogue must be precise, predictable, and well-designed.

This is where the idea of a Conversational Design System (CDS) emerges, applying design system thinking not only to screens, but to dialogue and voice interaction.

On February 26 in Malmö, we invite designers, UXers, product people, and innovators to an afterwork at Minc where we explore what this shift means in practice.

We are very happy to welcome Pontus Wärnestål (PhD), designer, researcher, and author of Designing AI-Powered Services, who will share hands-on insights from his work with AI voice assistants in the automotive industry and explain how conversational design can become more systematic, accurate, and effective.

We will also introduce Ambition Empower and how we create spaces for continuous growth, shared learning, and meaningful conversations for design and product teams who want to stay ahead of where the profession is heading.

This is an evening for anyone working with design, product, UX or innovation who is curious about what’s next and who values learning together with peers facing similar challenges.

Thursday, 26 February
Minc, Anckargripsgatan 3, 211 19 Malmö
Light refreshments and drinks will be served

➡️ Registration is required – Sign up here!

Program
16:30 Welcome & mingle
17:00 Presentations begin

  • Ambition Empower – Continuous growth for design and product teams
    Jane Murray, Co-founder of Ambition
  • Designing for Conversation
    Pontus Wärnestål, Domain Leader at Ambition Empower
  • Q&A

18:00 More mingling
19:30 Thank you for today

If you have any questions contact Jane Murray on

➡️ Registration is required – Sign up here!

Save the date: 19 May (Gothenburg) or 26 May (Stockholm)!

Johan Berndtsson January 19, 2026

Once a year, all Ambition Empower members meet to share experiences, learn from inspiring speakers, and discuss current topics in product, CX, and design. This year, we’re hosting our annual gatherings at Surr Arena (Gothenburg) and Södra Teatern (Stockholm).

Last year’s event received an average rating of 4.5 out of 5:

  • “A wonderful afternoon that gave me lots of energy. A good, just-right level of ambitious agenda. You’re awesome!”
  • “Great job! I’m already looking forward to the next conference!”

Registration opens soon. At the same time, we’ll start revealing this year’s topics and speakers.

If you’re already a member, make sure to block 19 May (Gothenburg) or 26 May (Stockholm) in your calendar. If you’re not a member yet, now is a great time to join!

Learn more about Ambition Empower, membership, and the conference here.

Questions? Feel free to e-mail Jane Murray or Nathalie Tindsjö.

Nine Exciting Ambition Empower Topics in September

Johan Berndtsson August 19, 2025

We have an incredibly exciting fall ahead of us at Ambition Empower. Already in September our 500 members will have access to nine incredibly interesting topics:

  • From Data to Product Vision: Ensuring that user needs & behaviors drive design
    Product Management with Kim Goodwin
  • Strategic Customer Experience: Position CX as a driver of business growth
    Business Impact & CX with Pontus Wärnestål
  • Secondary Research: Getting value from what’s already out there
    Research with Steve Portigal
  • Contextual Intelligence: AI that can read the room
    Artificial Intelligence with Pontus Wärnestål
  • Rewards: The science behind rewards and why they do and don’t work
    Behavioral Design with Susan Weinschenk
  • Design Systems and Governance: Building, scaling, and managing design systems
    DesignOps with Georgiy Chernyavsky
  • Designing for Circular Service Systems: Regenerative futures
    UX and Service Design with Pontus Wärnestål
  • UI Kits and Design Systems Designed in Figma
    UI Design with Georgiy Chernyavsky
  • Design Leadership Fundamentals: A mindset and a set of skills
    Leadership with Kim Goodwin

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