Speaker
Magnus Dahlhjelm
Senior UX Manager, DeLaval
Magnus Dahlhjelm is Design Director at DeLaval, one of the world's largest dairy farming technology companies.
Who is Magnus Dahlhjelm?
Magnus Dahlhjelm is Design Director at DeLaval, one of the world's largest dairy farming technology companies. Before that he spent three decades as a consultant and design leader, working with organisations like Nokia, Intel, GM, Whirlpool and Nespresso through Accenture, IBM and his own agency.
He is writing his first book, Already Decided, about the invisible forces that shape what organisations do before anyone makes a conscious decision. He writes and speaks on design leadership and on why good work so often changes nothing.
What is your vision on our creative industry?
The tools are changing faster than at any point in my thirty years. AI is reshaping how we research, prototype and produce, and that part genuinely excites me.
But the technology was never the problem. Good design work rarely fails because of the tools or the talent. It fails because the organisation had already decided the outcome before the work began. Through its language, its rhythm, its incentives, and above all its identity.
So the innovation that interests me most is not a new tool. It is designers learning to see these forces. That is where our influence actually lives.
What are you bringing to UX Rotterdam?
What if your organisation decided before you did?
The research was solid. The work was good. And still, nothing changed. Every designer knows this moment, and we have a standard set of explanations: strategy, politics, resistant people. Magnus Dahlhjelm spent thirty years being brought into organisations like Nokia, Intel, GM and Nespresso to change things. He believed those explanations too. Then he noticed something.
The outcome had been decided before the project started. Not by anyone in particular. By the organisation itself, through its language, its calendar, its incentives, and above all its identity. An organisation is a designed artifact, and it is working exactly as designed. This talk will not give you a method. It will show you four forces that decide outcomes before any meeting begins, told through real projects, including the ones Magnus got wrong. You will leave seeing the room that pays you.
April 22 & 23, 2027
2 DAYS CONFERENCE TICKET
€649,-
+21% VAT
REGULAR PRICE TICKET
Regular price of tickets ends 1st of March 2027
Your ticket gives you access to:
All keynote talks on the main stage big theater and in the small theater
Any workshop (first come, first seated) across both days
Evening events: To be announced
Daily lunch, coffee, and snacks
Networking lounges (including the exclusive recruitment lounge)
Selected video & keynote slides archive after the event
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