COPENHAGEN SEP 23-24, 2020


8:00 - 9:00




Ingrid Haug

Design Matters


Welcome to Design Matters!

Ingrid will open the conference and give an introduction to the 3 themes of Design Matters 20.

Real Fake – on how digital products are blending together Fake and Real, and how we as designers can we help the people who use our products navigate this new hyper-reality.

Scrappy Creative – on how we should challenge our current design methods with a messy set of skills, borrowed from psychology, business, coding, project management, storytelling, and more.

Next-Gen Design – designing for anyone born after 1996 who has never lived in a world that wasn’t interconnected, and taking on designing for the near and far future.

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Simone Rebaudengo

Product Designer

**Real Fictional Products**

As ‘fake’ or artificially generated news and people and products fade in our digital feeds daily, as scam products are getting better and better, riding the wave of conspiracy theories, the distinction of what real and what is not is becoming harder and harder for many. At the same time as far away future scenarios of social unrest and climate change are escaping fiction and coming into our reality, what is present and what is future is becoming also quite hard to discern. In some way, what we considered before a quite clear and binary distinction is becoming less and less so. The lines between real and fake, present, and future are getting more and more blurred.

In this talk, Simone will talk about his experience in designing in this blurred space, where products are sometimes real and sometimes fictional.

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Anita Patwardhan Butler


Design Director

Misinformation - A designer’s toolkit to managing misleading information on Twitter

At Design Matters 20, Anita will go deep into design and the tools the team has developed to create an informed and holistic user experience. She’ll talk about Twitter’s role as it relates to managing misleading information — from proactive measures that elevate credible information and accounts to reactive measures that limit the spread of misleading information on Twitter.

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Nicole Fronc Dumanski


Sociologist & Product Manager

When Virtual Reality becomes the key to treat schizophrenia

Nicole will talk about the groundbreaking new research project in DK, Challenge, where a virtual reality simulation is the core of a novel treatment targeting the hallmark symptoms of schizophrenia – hearing malevolent voices.

The VR software allows the therapist and patient to create a digital twin (avatar) of the voice from inside the patient’s head. While the patient wears a VR headset, the therapist embodies the avatar in real time and pretends to be the malevolent voice.

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Nicole Burrow


Senior Design Director

Making the band

What makes a good band? Is it the lead guitarist? The singer? Or is it how the band performs together on stage? What if the same traits that make up a great band also apply to a great design team?

In this new environment, it’s more important than ever to figure out which role you want to play. Nicole’s talk will help you navigate that choice so that you and your band of designers can reach their full potential.

She will tell stories on how this happened at Spotify and share a list of tools that can be used to build a superstar design team.

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13:00 Choose a Nerd Track


Kevin Bickam

McKinsey Design

Associate Design Director

Unbiased design - Why it matters

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Frederik Schumann


Senior Art Director

Faking your personal health guide

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Patricia Reiners


Innovation Designer

Seeing the future’s new normal - designing beyond the screen

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Maria & Lasse


Lead Service Designer & Director

Trusting Invisibility: Designing Futures We Can’t See

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Coffee & Cake

15:00 Choose a Nerd Track


Brady & Hannah


Head of Product & Community Manager

Match. Chat. Get Tattooed. How digital design is transforming the tattoo industry

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Maria Viftrup


Artist and Designer

What if phones were made of [X] ?

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Adam Lenzinger

The Royal Danish Academy of Fine Arts

Creative Researcher

Variable Language

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Karsten & Kristina

Design Director & UX Research Manager

User Story Mapping: Why the shampoo comes before the toothbrush

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Emily & Kevin

McKinsey Design

Associate Design Directors

Learn to unlearn: Remove bias from your design

How can I (as a designer) become actively anti-racist? What values do I stand for and what am I actively doing in my day-to-day practice?
In this hands-on workshop, we challenge designers to reflect on unconscious bias, define what it takes to set an inclusive brief, and also create a safe space for thought-provoking discussion where we push and challenge ourselves to (re)think how we see racism. We commit to action and activate change – starting within our own day-to-day practice.

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Coffee & Water


Daria Loi

Mozilla Corporation

Head of Product Design, Emerging Technologies

Tackling the Unglamourous

In 2019 the Experiences & Design team at Mozilla was set to explore new product opportunities to serve two demographics at opposite ends of the age spectrum: older adults and teens. Then the Covid-19 pandemic started – and the issues they originally set to tackle became even more urgent and complex.

Daria will share insights into how her team tackled two ambitious projects with limited resources yet infinite passion, resourcefulness, and iterative touch points with the end users they set to serve.

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Morten & Amber

VICE/VIRTUE, The Fabricant

Creative Directors

The only way to predict the future is to create it

Inhale the future, exhale the past. If you want to be truly future proof, you’ll need to be defining what the future will look like.
Last year, Scandinavian fashion retailer Carlings changed the world of fashion and launched the world’s first digital clothing collection where consumers could show off digital fashion in their social feeds while reducing the harmful consequences of fast fashion.
Executive Creative Director of Vice/Virtue, Morten Grubak, and fashion designer Amber Jae Slooten will let you in on how to create ideas and IPs that break the status quo by looking towards the future.

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Food & Drinks


Hugleikur Dagsson

Dagsson dot com

Cartoonist & Comedian

Night Talk

Hugleikur Dagsson will make you drop for a laugh in his fun Night talk!

He’ll share how he comes up with his provocative and irreverent illustration ideas and sprinkle a generous dose of pitch-black humor onto his work.

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Distanced HANGOUT

8:00 - 9:00


Breakfast Coffee

9:00 - 9:20

Paul Tyler


Handling Ideas

Welcome back!

Paul will welcome everyone back and make sure everyone is ready for one more day of insights, inspiration, and fun!

Also, he will introduce a special guest…

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9:20 - 10:00

Vitaly Friedman

Smashing Magazine

Co-founder & editor-in-chief

Creating friendly forms for how humans really think

Web forms don’t have a decent reputation, and rightfully so. Very often they are inaccessible and difficult to use, with awkward live validation and notorious error messages, painful dropdowns, broken logic, and horrendously evil CAPTCHAs in the disguise of street signs and crosswalks. In this session, we’ll learn common pain points that customers experience way too frequently, how to solve them, and how to create an interface that excels at getting the information from the customer in a way that’s friendly, accessible and obvious — helping conversion and business KPIs along the way. Vitaly will show you the do’s and don’ts for web forms and share insights on human psychology and how people think when they are dealing with a purchase decision, a subscription form for or signing up for a newsletter.

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10:00 - 10:30


Coffee break

10:30 - 12:00


Kea Zhang


Head of Product & UX

The Future of Workshops

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Maria Cristina

Cisor Studio


The Wormhole: Designing for the post-internet generation

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Michael König

Bang & Olufsen

Head of Design Research

All you really need is some cardboard

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Rita Ho

Wikimedia Foundation

Lead UX Designer

Citation needed: Design as a source for building new experiences on Wikipedia

Wikipedia is nineteen years-old and is still growing, with content being contributed by volunteer editors and read in almost 300 languages worldwide. Rita will share different practices used by the relatively small (some might say scrappy) group of nine designers in the Wikimedia Foundation’s Product team as they create new and improved features to make Wikipedia a more inclusive place to access free knowledge for the next generation of users.

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Mitsuko Sato


Visual Design Lead

Finding Patterns In Chaos

Mitsuko will talk about how SPACE10 stands out in researching and designing products and ideas to enable a better everyday life for people and the planet. You will discover how their research and innovative thinking addresses some of the major societal changes which are expected to affect people and our planet in the years to come.

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Coffee Matters

14:30 - 16:00

3x Nerd Talks

Damara Ingles


Curator of Extended Reality Fashion Experiences

Extended Reality Fashion

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Khalid Albaih



The visuals of politics

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Catt Small


Senior Product Designer

Like a Phoenix: Becoming a more resilient designer

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Thomas Hedger


Visual artist

Between visuals & language

In this talk Thomas will be reflecting on experimenting, testing, and the obsessions that feed his creative process. Discussing the themes behind his work Thomas looks to understand the accelerated accessibility of art, and the need to adapt as a digital creative whilst using an active research practice to keep relearning. This is a journey that tries to make better sense of the space that exists between visuals and language.

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Alastair Simpson


VP of Design

Designing a more human future

As technology has become central to society, the role and responsibility of design has grown. We are in a moment where we can shape the next frontier and we can no longer take the risk of overlooking the essentials like ethics, accessibility, and inclusion. In this talk we’ll look at how technology and design are changing, and the role we can play in shaping a better future through our craft.

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