Join Ambition Empower!

Ambition Empower is a professional development program for everyone within design and product leadership, UX, service design, and innovation.

  • Learn straight from the industry leaders. Both in online meetings, and through their highly curated recommendations.
  • Save time, and spend on average as little as 1 hour per week, and still grow in both capability and confidence.
  • Expand your network. Meet people with similar challenges, and exchange experiences.
  • The membership includes 1 year of full access to EVERYTHING.

Among our 100+ members you’ll find peers from H&M, SVT, Bosch, Hemnet, Atlas Copco, ASSA Abloy, Zington, Electrolux,, and many others.

Our ambition is to empower our members – to help both you and your organization to grow. 

How it works

Empower is all about life-long learning. The membership gives you access to a number of tracks, covering a range of topics, each central to be able to create truly great products and services. 

  • Each track feature online meetings with the track leader and the other members, focusing on timely (or timeless) topics that will help both you and your organization to grow. 
  • Each meeting is standalone. You can join any time, and even if you miss a couple of sessions, you can attend the next one.
  • Between the meetings the track leaders provide you with highly curated recommendations on what to watch, read, or listen to, in order to keep growing and developing your skills.

The Tracks

Design + Product Leadership

Intermediate to advanced level. Regardless of whether your focus is design or product, your job as a leader is to improve the organization’s ability to deliver the right experience. Your organization is a unique combination of life stage, industry, culture, skill levels, structure, resources, and other factors. As a leader, you have a unique combination of strengths that make some situations easier than others.

The track continually adapts to the needs of the members, but includes e.g.:

  • Facilitating & making better decisions.
  • Adapting your team’s approach to the organization’s context & culture.
  • Influencing organizational values.
  • Defining & applying human-centered metrics.
  • Making hiring more effective.
  • Coaching people at multiple levels.
  • Design Ops for scaling processes & teams.
  • Influencing stakeholders outside of your team.
  • Knowing your strengths as a leader (and when to lean on others).
  • Making sure your role and career are sustainable for YOU.

Kim Goodwin is the author of the bestselling book, Designing for the Digital Age. She is a Design & Product leadership consultant and executive, providing creative leadership and management consulting for Fortune 500s as well as startup clients in varied industries, including healthcare, aviation, retail, communication, financial services, consumer, enterprise, automotive, IT, and other industries. Earlier in her career, Kim was VP of Design & General Manager at Cooper, a leading design and strategy agency in San Francisco, for 12 years.

Strategy ❤︎ Design Research

Beginner to intermediate level. Most designers and decision-makers would agree that research and discovery is important to design innovative and useful products and services. But few stakeholders realize the full potential.

In order to unleash the power of design research for continuous innovation, we have to combine methods from qualitative research, quantitative research, and theories from behavioral psychology. We must also establish processes and deliverables that meet the needs of executive decision makers, designers, and development teams.

The track continually adapts to the needs of the members, but includes e.g.:

  • How to get stakeholders to think of research as a strategic tool.
  • How to calculate ROI for your research plans.
  • How and why to work with specific metrics in your research.
  • The benefits and the challenges of using continuous discovery.
  • How to quantify qualitative data, even with few participants.
  • How to set learning goals for your research to drive your methods and protocol decisions.
  • How to recruit “hard to get” participants – innovative ideas for recruiting.
  • How to get stakeholder buy-in to the research plan ahead of time, and why this is so critical.

Susan Weinschenk has a Ph.D. in Psychology, and is the Chief Behavioral Scientist and CEO at The Team W, Inc, as well as an Adjunct Professor at the University of Wisconsin, Stevens Point. Susan consults with Fortune 1000 companies, start-ups, governments and non-profits. She is the author of 8 books that have been translated to more than 10 languages, including 100 Things Every Designer Needs To Know About People, Neuro Web Design and How To Get People To Do Stuff.

AI Mastery for Design Leaders

Intermediate to advanced level. Artificial Intelligence is rapidly becoming a fundamental part of many of the products and services we use: everything from email to vacuum cleaners to music services. Yet, if there’s one phrase that is sure to give design leaders anxiety and imposter syndrome, it’s “AI.”

This technology is everywhere and more is coming. What is it? How do you design for it? What are the pitfalls? How do you sift through the jargon to know what’s real? How do you hire for it? The short answer is that it’s a rapidly-changing field, and these answers are changing all the time.

The track continually adapts to the needs of the members, but includes e.g.:

  • How do you generate AI possibilities for your organization?
  • Practical, useful definitions? What’s hype and what’s reality?
  • So, your boss has asked you to “add some AI in there.” What next? How are AI design processes different from traditional design processes?
  • What is an AI Design skillset? How do you hire, or train staff?
  • How do we collaborate between Design and Data Science?
  • How do we equip our teams to advocate for everyday AI ethics? 
  • What are modes of agency? How do we design for them? What is conversational design? 

Chris Noessel, designing AI solutions for IBM by day, writing books and novels on AI and sci-fi by night. No designer, anywhere on the planet, gets AI and design the way Chris does. Chris is a former leader at Cooper, San Fransisco, co-author of Make It So: Interaction Design Lessons from Science Fiction (Rosenfeld Media, 2012), co-author of About Face, 4th Edition (Wiley, 2015), and author of Designing Agentive Technology: AI That Works for People (Rosenfeld Media, 2017). Recently he’s begun publishing sci-fi short stories, and he’s is currently contemplating books about meaning machines and interfaces that improve their users.

Design Ethics = Good Business

Beginner to advanced level. Awareness of how design can affect wellbeing is growing, acknowledging that design not only solves, but also creates problems.

It is increasingly expected that you balance your concern for business value with the outcomes and impact of the work that you and your team put forward. But how do you work intentionally to mitigate negative outcomes? How do you find and bring attention to the many harms that may arise? How do you resolve issues where when one group gains and another pains from the same solution?

In this track you will learn to manage ethical decision-making and lead with compassion. I will strive to provide a safe environment for you to recognise and discuss difficult choices, and offer practical tools and guidance for more easily managing those choices.

The track continually adapts to the needs of the members, but includes e.g.:

  • Understanding value systems and how we prioritise our actions.
  • How to raise, and talk about, ethical issues within a team, and with decision-makers.
  • Supporting teams in safe and purposeful discussions around the potential for harmful impact and outcomes.
  • Performing risk analyses, perspective-shifting and impact assessments to mitigate and minimise harm.
  • The ethical benefits of co-creation, co-design and a coaching mindset.
  • Managing harm in real-time when the damage is done.
  • Long-term thinking and the benefits to business.

Per Axbom is the author of Digital Compassion (2019), and Scandinavia’s foremost expert in Design Ethics. He’s a consultant in UX, accessibility and digital strategy. Ethics is not about hindering digital progress, Per says. It’s about choosing the best direction for it. Per is often invited to speak at international conferences. You can hear his voice as one of the two hosts on UX Podcast, follow him on Twitter, and buy his handbook Digital Compassion (2019).

Upcoming tracks

As our profession keeps developing, the number of tracks will grow, and the tracks themselves will evolve. This is just the beginning.

To be announced
We’ll keep this one to ourselves a bit longer. But… you’ll like it!

Your suggestion?
What would help YOU and your organization move forward? Tell us!

Choose plan

The price includes a one year membership with access to ALL the tracks, including all the online meetings, and all of the curated recommendations. Prices are exclusive of VAT. Full terms and conditions are available here.


Develop your skills

11 995 SEK

per member
(~EUR 1 199)


Grow together as a team

9 995 SEK

per member
(~EUR 999)


Develop your organization

Let’s talk!


Contact us

Want to know more?

Contact Jane Murray, or check out the Frequently Asked Questions, to learn more about Ambition Empower.

+46 736 69 59 68