Interview with Linda Wohlfeil, Head of DCX, VASS Sweden.

When we asked Linda Wohlfeil, Head of DCX at VASS Sweden, what drives her team’s work, her answer was simple: “People.” In this year’s STHLM Xperience Conference interview, Linda shares how VASS is using technology not just to innovate, but to empower, keeping the human experience at the core of every digital solution. In this conversation, Linda reflects on how AI is evolving from tool to creative partner, how empathy still leads innovation, and why the future of UX will always be human at heart.

1. Why did VASS choose to become the host of STHLM Xperience Conference?

We chose to become the host because SXC represents exactly what drives us , the intersection of technology, creativity, and human experience. At VASS Sweden, we are around 200 consultants working across design, UX, development, and strategy, helping organisations build digital solutions that make a real difference for people. For us, this conference isn’t just about trends or tools,  it’s about the community. A space where we meet to share ideas and push boundaries together. Supporting that feels both natural and important.

2. This year’s theme is “Emerging Technologies and Human Experience”. What does that mean to you?

It’s a perfect reflection of where the industry is heading. We’re seeing technologies like AI evolve from tools into collaborators . They’re becoming part of how we design, test, and create. But it’s still the human perspective that gives those tools direction and purpose.

That’s also what our session, “The Future of Development Teams”, is about. Together with my colleague Kristina Sabotic, we’re exploring what happens when AI becomes a true part of the team.

3. You’re also offering an “AI Maturity Check” at the conference. What is that about?

It’s a free consultation where teams can sign up for a session with us to explore how ready they are to work with AI. Together, we look at your current setup, where AI could add real value, and what simple steps you can take next. It’s about turning curiosity into action without losing the creative spark.

4. How do you see the future of UX evolving with these new technologies?

AI will take care of much of the repetition: wireframes, data clustering, even usability analysis. But that gives us more time for what humans do best , shaping narratives, ethics, and emotions into the design. In other words: the tools get smarter, but great UX will always come from people who understand people.

5. What kind of impact do you hope SXC 2025 will have on the design and tech community?

I hope it pushes us all to experiment more,  to question how we work, who we collaborate with, and how technology fits into that picture. Conferences like this are where ideas become movements. If even a few attendees leave with the spark to build more human-centered, AI-aware experiences, then that’s a win for everyone.