27/10/2026
If anyone was feeling a bit sluggish after lunch, they quickly woked up when Oliver Schöndorfer came down the stairs and took the stage. He gave an engaging talk on how typography directly influences readability, understanding and trust.
Next up was Camilla Dutzig, who showed how her team’s experiments proved that emotional messages sell better than both logic and price discounts. She also explained that the real work lies in finding out which emotions matter and how to use them.
Christin Gorman asked why we are so eager to automate people out of the picture, and who actually benefits. She argued that automation only pays off if we use our democracy to get the right policies in place before it’s too late.
Åste Einn explained why guessing gets you nowhere. By testing, gathering real user insight and iterating, her team found out what people actually needed, and just as importantly what they didn’t. That saved time and money, and led to services people found genuinely useful.
Fonda LaShay gave the final talk on the main stage. She showed how design earns its seat at the table by staying close to users and making its value visible every single day.