FIKA is a Swedish concept, a state of mind, an attitude and an important part of Swedish culture. It means making time for friends and colleagues to share a cup of coffee (or tea). With no rush, full immersion and being present in the moment. That’s why I thought “UX Fika” is a perfect name for meaningful conversations with User Experience leaders I look up to.  

Michael Stausholm, Founder of Sprout World


The design really does matter. Not only in how we shape and order our world, but also in determining our impact on it. For example, we have just launched a new product – Sprout Spoon, which is an alternative to plastic spoons used when drinking tea or coffee. It is a fully biodegradable product. The intention behind this product is to replace the normal product. “

Tem Aguerre, Head of UX @TELE2


“Strategy is about ambition and direction. For my team, that means psychological safety and to do our homework as designers. To know why we designed it this way and what our design decisions mean in the bigger picture. Being strategic as a designer is understanding the context of the business and driving forces behind it”

William Törnqvist, Head of UX @GANT

“Building a UX culture from scratch means being in front of the people that might not necessarily know or understand the value of it. Therefore you have to remind them about it. Continuously. “

Dora Palfi, Co-Founder & CEO at ImagiLabs

“Starting a company coming from a UX background is a very big advantage – because you already have the mindset of the iterative process and customer centricity. I had it very clear in my mind: focus on the customer, listen to them. Don’t try to please everyone – build a product that makes sense for your target group.”

Stefan Twerdochlib, Lead UX Designer at H&M

We as UX designers work to balance the customer outcomes and expectations and the business needs. It’s a tough balancing act, but when it’s done right and the weight is distributed equally both parties goals are met and work in symbiotic relationship.”