inUse

In 2002, I co-founded inUse together with some friends. inUse evolved into one of Scandinavia’s leading Business, Service, and UX design agencies, with over 100 designers, researchers, and strategists. We had offices in Stockholm, Gothenburg, Malmö, and a satellite in Denver, serving clients like AstraZeneca, Panasonic, and IKEA. To expand our reach, we sold inUse in 2017. I stayed on to lead the organization until late 2019. Below, you’ll find all posts tagged #inUse.

#15 I Hate People… But I Love Money

“Hey. Look. I hate people, but I love money. And the only way you’re going to make money is by making sure this works really really well for people.” A few months after we started inUse, Ingrid and I met with a CEO for a potential client. This was

#9 Saying Yes: How One Small Decision Sparked 30 Years of Entrepreneurship

Yes. Such a small word—yet it has the power to change the trajectory of your life completely. This week, I celebrate 30 years as an entrepreneur. One yes led to another and, eventually, to a career I could never have predicted. It all began during a summer job at

#3 Profits, AI-Driven Growth, and the Silver Lining: Thoughts on the Current Job Market in Design

Last week, I visited my friend Martin Thörnkvist at Media Evolution in Malmö. Martin, a creative role model, has been a constant source of inspiration through his work with Media Evolution and The Conference. While we enjoyed our coffee in the Futures Library, Martin pointed to a photo shoot happening

#1 Without purpose, I suck

At the beginning of high school, essay-writing felt anxiety-inducing and laborious. I remember sitting there, reading the assignment, and doing my best to craft a text that would meet the teacher’s expectations. A week later, I received my grade: D. Then something changed. Instead of just trying to complete

Subscribe to Reflections on UX, Tech, and Business by Johan Berndtsson