Giving people superpowers Designer, writer and coach

“Sincere, knowledgeable and engaging. You can always trust in Per and the times we have worked with him he has delivered beyond expectations.”

I’m Per Axbom, a designer and coach with a UX mindset working out of Stockholm, Sweden. I’ve worked with digital design, usability and accessibility since the mid-nineties. My passion for interviews, sketches and prototypes allow me to understand vividly and explain comprehensibly. My passion for listening helps people get unstuck and move forward in work and life.

Over the years I’ve consulted for over 50 organizations, startups as well as leading international corporations. The past three years I’ve worked as the UX lead for Sweden’s national platform for online behavioral therapy. I am very keen on promoting the concept of design ethics.


1. Design Management & UX

More than 20 years of experience working professionally with digital media, and a degree in communication science, allow me to understand and explain problems and solutions comprehensibly – in a visual language that promotes efficient projects as well as better products and services for my clients.

Research, interviews, interaction design, prototyping and UX leadership are proven and familiar skills in my toolkit.

“Sincere, knowledgeable and engaging. You can always trust in Per and the times we have worked with him he has delivered beyond expectations.”

Funda Denizhan, Manager User Experience, Valtech

2. Confidence coaching

The increased complexity in all areas of life contribute to feelings of resistance, inability and inadequacy. Many have dreams and lists of things they want to learn or become better at, both in their personal and professional lives. But there are perceived obstacles to managing them.

My driving force as a personal coach is to help you become the best version of yourself – to help you faster overcome roadblocks and hurdles to reach where you want to be.

“Those of us who want to move fast and are full of energy need help and tools to stop ourselves. Per has an ability to help me still myself when I need it. In his role as a coach he makes me reflect, take a stand and want to change course to that which is important.”

Charlotta Lorentz, Business Area Manager, Comprend Stockholm

3. Explainer videos

You need to convey information about a service, an organisational change or a clever idea you have; the challenge is to have as many as possible understand and take the information to heart.

An explainer video is always on message, it helps you create engagement and insight without requiring your presence, and  it can be distributed broadly and used over and over again.

“Per sketched as we told our story and the result is a film we always start our presentations with. The value it brings is a curious audience who are quicker to understand the message, and significantly fewer Powerpoint slides.”

4. Seminars, keynotes and workshops

My talks build on the dependencies between design and people. I want to challenge how you approach problems, your perception of standardised processes and I want you to question your own motives.

Problem solving involves knowing how many times to ask “Why?” and in design we must always consider what helps people and what manipulates them. Are we building things for the future or are we contributing to the noise? You can influence that.

“Very refreshing to hear from what I’d call a “realist” today at #UXLX nice one @axbom right up my street so my highlight so far”

John Aylott, Designer & Director of Fourleaf, Surrey

“Want to hang around designing the next five years? Check out @karenmcgrane @lukew @axbom ”

UX Podcast

Per Axbom & James Royal-Lawson host UX Podcast, with a new thought-provoking show out every other Friday. The podcast currently has listeners in more than 60 countries. Listen on Soundcloud or subscribe in your favorite podcatcher – the show is on iTunes and Stitcher. And the latest show is right here:


The AceAwe Experience Model by Per Axbom

The AceAwe Experience Model is a free e-book about a helpful thinking tool for crafting products with a focus on user experience.

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Accessibility Basics by Per Axbom

Accessibility Basics is currently being translated from my Swedish articles about the W3C accessibility guidelines. Planned release: Summer 2017.

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UX Sidekick, book by Per Axbom

UX Sidekick is a work in progress during 2017. It will be full of templates and thinking tools for streamlining your work. Planned release: late 2017.

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Little Bossman - A novel by Per Axbom

Little Bossman is a novel I wrote when I was 19 years old. In it my passion for writing is woven into a thriller about a man who has lost all hope.

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