Åste Einn

Åste Einn is a designer at Netlife. She is an educated artist with a master's in design, and is writing her first book.

She has worked in digital development for more than fifteen years, the last ten with innovation and change management, in both established businesses and start-ups. She always aims to create value for the business without losing sight of its users.

«If I had asked people what they wanted, they would have said faster horses.» This Henry Ford quote is often used as an argument against asking users what they want.

Åste Einn says it is both totally true and completely misunderstood. In her talk, you'll learn why users tell you they want «faster horses», and why that is all you really need to know. She'll show you the value of knowing what to make, instead of relying on the guesses of your HiPPO (the highest paid person's opinion).

With tried and tested examples from qualitative and quantitative methods and real lived experience, she shows you when to do what to get the most out of it.