In November 2024, the STHLM Xperience Conference (SXC) was held for the sixth time, and we were, of course, there. This conference serves as a valuable meeting place for professionals in UX design, product development, innovation, and technology. It brings together experts from across the globe to discuss the future of customer experience design and its impact on our lives and workplaces.
"Designing for a Better World" was this year’s theme, aligning with the celebration of World Usability Day. The conference focused on how design can drive positive change worldwide.
Photo: Sophie Garcia (Sophie's Picture)
UX Design – A Discipline That Has Evolved Over Time
UX design has gained recognition as a discipline over the last 30 years. While Don Norman coined the term user experience for his group at Apple Computer in the 1990s, the principles behind UX date back to the 1940s and 50s, rooted in ergonomics and human-computer interaction. Today, UX design is a multidisciplinary process encompassing the entire user journey.
The Struggle to Prove Value and Gain Influence
A recurring theme at the conference was how UX and product designers still have to fight to prove their value, especially in large organizations. Many speakers emphasized the need to stand firm and occasionally step outside traditional roles.
Dimitar Minovski, Senior UX Researcher at Ericsson, shared how he conducted a highly granular research project to provide data and metrics justifying why the interface for mobile tower installers needed simplification. While Ericsson's willingness to invest in such comprehensive research is commendable, the underlying issue remains: designers need more trust to identify and solve the right problems, integrating continuous testing along the way. Skipping the insights phase, as many companies do, often leads to inefficiency and frustration.
Photo: Sophie Garcia (Sophie's Picture)
Designing for Flexibility and Sustainability
Another clear trend was the need for flexibility in designing organizations, services, and products. Sustainability, accessibility, diversity, and AI impose new demands, requiring us to adapt quickly to changing regulations and conditions. As development accelerates, designers play a vital role in navigating these changes. What we create must either adapt to evolving realities or be easy to adjust over time.
Jimmy Larsson, Business Director at Gullers Grupp, proposed adding adaptable to the established trifecta of viable, feasible, and desirable.
From User-Centric to Planet-Centric Design
An especially inspiring aspect of the conference was the growing responsibility designers are taking on. Including nature as a “persona” in the design process—considering its needs and challenges—adds a new dimension to design. It shifts focus from purely human-centered solutions to broader perspectives, including environmental and social justice considerations.
Incorporating "risks and negative impacts" into the customer journey also feels timely, especially as AI takes on an increasingly significant role. Surprisingly, AI was notably absent from this year’s conference discussions, despite its relevance to the theme of "Designing for a Better World."
The Expanding Role of UX Designers
The role of UX designers has broadened significantly. It’s no longer just about creating seamless, engaging user experiences. Designers must also address issues like environmental sustainability, diversity, accessibility, and safety. However, this raises a critical question: who in the team takes responsibility for these challenges? Often, this responsibility falls on the designer, further underscoring the importance of the role.
Ironically, in a year like 2024—marked by economic downturns and a challenging job market—this role has become even more crucial. Despite widespread layoffs in UX, designers are essential for navigating an increasingly complex world.
Interestingly, the tough job market wasn’t a central topic at the conference but was a point of discussion during networking sessions. Many expressed frustration over companies lagging in accessibility compliance, especially with the EU directive coming into force in 2025. While economic challenges have delayed progress, there’s a strong sense of optimism among designers. Their passion, responsibility, and drive were evident throughout the event.
Photo: Sophie Garcia (Sophie's Picture)
Designing for a Better Future
STHLM Xperience Conference 2024 reminded us of the broader context of design and the importance of thinking beyond usability and A/B testing. Our mission isn’t just to create exceptional experiences—it’s to contribute to a better, more sustainable world.
We look forward to continuing these conversations and shaping the future of design at next year’s conference—and in our daily work.
