This is an archived version of the 2016 edition of UXLx. The current event website is at

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Per Axbom

With the web scene as his playground Per Axbom has worked with usability, accessibility and UX since the mid-nineties. His passion for interviews, sketches and prototypes allow him to understand vividly and explain comprehensibly.

Per runs Axbom Innovation, working as a freelancer out of Stockholm, Sweden. He has consulted for over 40 organizations, startups as well as leading international corporations. The past three years he has worked as the UX lead for Sweden’s national platform for online behavioral therapy.

Also, tune in to UX Podcast where Per is one of the co-hosts. UX Podcast is a twice-monthly show moving the conversation beyond the traditional realm of User Experience. This year the show is bringing you a smorgasbord of interviews from the UXLx conference.



12:00 - 12:15

Auditorium I
Case Study

The Invisible Problem with Fairy Tale Experiences

Adopting techniques from behavioral sciences we are, as UX practitioners, becoming ever better at nudging users to perform the tasks we want them to perform. But when we remove all barriers and deliver the fairy-tale experience of requiring minimal brain capacity to move forward, we are in fact abandoning our promise of allowing users to make the best choice.

In this talk, where fairy-tale and reality intertwine, I will help you catch yourself and remember why you became passionate about UX in the first place.