Axbom Innovation AB

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Radical compassion

Design for positive impact


New handbook: Digital compassion

You can now buy Per Axbom's handbook Digital compassion. It is a small book that will provide you with big thinking tools for ethical decisions in digital design. Buy the Kindle version on Amazon. More options on Bokus.

Your challenge is to truly listen and understand how people perceive your product or service. Your responsibility is to explore human needs in order to make something that is inclusive, accessible and sustainable.

Ensuring that everyone can agree on both the problem and the solution is critical to gaining the traction that will allow you to move forward with confidence. Visually expressing the solution in a way that makes sense to everyone involved, including management and the technical team, allows you to stay ahead and your team to stay on track.

To be clear, your challenge is what I love doing. Let's talk.

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(Cartoon, 2 people in front of a whiteboard with a checklist) Person 1: That's a lot to think about! Person 2: Let's break it down into smaller pieces.

Per Axbom

Coach • Designer • Writer • Podcaster • Teacher

 @axbom LinkedIn Profile

Per Axbom smiling

I've worked with digital design, strategy, usability and UX (user experience) for more than 20 years. My strength has always been the ability to combine a passion for human-centric design with technical know-how and strategic thinking. With a degree in communication science I am dedicated to making information accessible and tailored to all stakeholders and audiences. I am an advocate for responsible innovation, always pushing for ethical assessment and decision-making.


1-to-1 goal management

Many people worry about how well their work aligns with their personal values and ambitions. You may also experience a sense of imposter syndrome, doubt your own competence or struggle finding your voice and the best way forward in your current position.

As your coach I help you uncover your goals and strengths, bringing you closer to the person you want to be. Together, we set up coaching sessions that fit with your schedule and preferred mode of communication.

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(Cartoon) Person 1: I'm in need of change. Person 2 (pointing to wavy arrow with a smiley face at the end): Ok, let's walk this path together.

“You can't ask for a better outside perspective than you get from Per Axbom. He's been extraordinarily helpful to me in providing the type of insight that only someone with his particular mix of real-world experience and natural inquisitiveness can.” — Jason Kirst, coaching client


Human-centric design (UX)

For more than 20 years I have applied a human-centric approach to digital design. My expertise is communicating value gains to stakeholders and development teams in such a way that we share a common goal, build the right thing and ensure positive impact.

My research, sketches and prototypes bring critical insights and assist in mapping the way forward. Working together, with frequent status checks, we contribute to lasting change.

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(Cartoon, 2 people outside office building, in park with city in background) Person 1: Let me take you out of the building. Person 2: So this is what's going on out here!

“Per Axbom has a rare, valuable combo in being able to talk to techies in tech language and at the same time capturing, understanding, translating and mediating from a communications perspective. Invaluable! In addition he is curious about averything – a cool, righteous and competent guy!” — Eva Stattin, enterprise client


Feeding curious minds

Learning, building upon and sharing new knowledge has been a significant part of my career. I am regularly asked to do talks and workshops at conferences and networking events. And by teaching at design schools I force myself to stay on top of my game and take pride in giving back and growing the industry.

Always trying to challenge generally accepted truths, I want the audience to walk away with new insights, tools and conversation starters. It's the conversation that moves us to the next level.

Speaker page for Per Axbom
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(Cartoon, 3 people looking at table with a paper drawing on it.) Person 1 (seated): But I thought they wanted less friction! Person 2 (standing): The friction helps them make better decisions. Person 3 (seated): Wow, I never thought about that.

“Amazing talk by @axbom.” “Your talk was my favourite.” “Hearing lots of whispers about how amazing @axbom's talk is :)” “@axbom That was truly inspiring. My brain has had a fantastic workout thinking about your talk.” — Various feedback on my Fairytale Experiences talk. (video)

Writing etc.

Sharing knowledge

» Go straight to the blog for my articles and posts.

The power of words has always amazed me. Obsessed with creative writing in school I wrote my first novel at 19. I started blogging in 1996 and went on to run one of the most recognized blogs in Sweden around usability and accessibility.

By regularly contributing through blogs, articles – and also podcasting and books – I can try out new ideas, reach thousands of people and get valuable feedback and ideas in return. It allows me to keep pushing the boundaries of what design is and can become.

You will find my most of my written work via my bi-lingual blog, and the best way to stay with me for the long haul is my newsletter. If you want almost daily musings, following and talking to me on Twitter is a good bet. But be warned, I am sometimes rebellious there.

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(Cartoon, a person typing on computer.) Text above person, each word in increasingly spread out and random rotation: Hey words, it's time to shake it up.


There is a notable lack of focus on human well-being as digital services and products are released into the world. I spend a lot of time reading, reflecting and reasoning on mindful and ethical design. And I love sharing.

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