For Anna, the most sophisticated design element is empathy. Understanding people – their needs, drives and perspectives – is the key to designing smart, relevant and loveable services. Anna believes in collaborative design, involving both users and a range of specialists in the design process, as well as using the power of visualization and prototyping to trigger feedback and deeper understanding.
For the last 15 years, Anna has acquired unique experience in bringing service design and innovation into business development, both as a consultant and as UX manager at one of Sweden’s largest banks. As for the future: she is eager to work with services that blur the borders between digital and physical.