User Experience

User experience tends to be seen as the digital equivalent to the overall customer experience. In reality it’s somewhat more complicated. User experience is rapidly evolving into a method for addressing all stakeholders around a product or service. This means that the very concept of user experience is on a transformational journey. Where it used to be a digital marketing discipline, is is increasingly applied as a strategic and holistic approach to delivering excellent customer experiences across all touch points. This track reveals case examples from notable brands, and insight from solution providers, who all strive to put user experience at the core of their businesses.

Track hosted by
Laura Vilsbæk Olesen (DK)
Freelance Digital Consultant

Wednesday, Nov 7

8.00 – 9.00

Breakfast & Registration

The conversation starts at breakfast. Have one or several cups of coffee and get a great start to the rest of the day.


9.00 – 9.15

Thoughts on Creating Together

By Line Morkbak & Mads Troelsgaard


Welcome to Aarhus, Scandic and our 2018 conference

By Janus Boye


9.15 – 10.00

Open Innovation – less magic, more results!  “If you can't measure it, you can't improve it"

Identifying the potential for growth in our company or organization, and measuring our Return On Innovation, enables us to achieve results faster. This keynote shares strategic and hands-on advice for:  

  • Faster results and more frequent launches of innovative products and services

  • A higher success rate due to goals, process and KPI’s being aligned

  • Reducing the risk of new innovation projects due to a sound structure and the right tools

  • Engaging people to foster innovation throughout the organization

The speed of innovation is constantly accelerating, but the challenge is that the largest benefits of innovation are still not being measured. In this keynote, Truls Berg, head of Norway's open innovation lab, shares tools, methods and frameworks for measuring, and thereby improving your innovation efforts.

Read more about the keynote


10.00 – 10.30

Coffee, tea & networking



 10.30 – 12.00

Four steps to redefining the Customer Experience

  1. Defining the new experience

  2. Adapting your work model

  3. Using Design Sprints to validate concepts

  4. Leading the way with UX

User experience

12.00 – 13.00




13.00 – 13.45

Data-Driven or Data-Informed?

This is a session on how to create the dialogue we need with the people working in various roles throughout our organization. Providing them with informative data in a way that enables them to make better decisions.

We will discuss the difference between being data-driven vs. data-informed. With the first-mentioned too often being a source of needless reports and frustration, and the latter, on the contrary, a resource that can help everyone in our organization communicate effectively.

User Experience

13.45 – 14.00

Coffee, tea & networking


14.00 – 15.00


Come join 2 x 25 minutes of informal roundtable discussions to get answers on your specific questions or help others by sharing your expert knowledge.

Join the discussions


15.00 – 15.30

Coffee, tea & networking



15.30 – 16.30

Succeeding with a user-centered team in an old organisation

I will talk about my experience of building a user-centred approach in an organisation that historically has been oriented around traditional business and communication structures, and more reactive than proactive to events.

 I will cover the recruitment of and structuring of teams, building products and resilience, through to the holy grail of recognising and building end-to-end user-centred services. I will talk openly about the highs and lows, and the messy bits in the middle. Many of the problems we face are universal. I hope there will be useful takeaways whether your workplace is big or small.

User Experience

Jeanette Clement (UK)
Parliamentary Digital Service

16.30 – 16.45

Coffee, tea & networking


16.45 – 17.30

The Creative Curve: How to Develop the Right Idea, at the Right Time

“One of the things that people make a mistake of when it comes to creativity is they over focus on the novelty part. Scientists have found that creatives find the most success when they create ideas that are a blend of the familiar and the novel. Those are the ideas that we tend to be most attracted to.”

In this keynote Allen demystifies the concept of creativity into a practice that anyone can fuse into their current work and processes for better results.

Read more about the keynote

17.45 – 18.15

Let’s Start Something

Learn more


18.30 – is Aarhus the city that never sleeps?

18.30: Cosy dinner at Slagterbørsen
21.30: Beer, drinks … and maybe karaoke at Fatter Eskil

More about the social events

Social events