I joined H&M, but the project was paused for a major re-org. Uncertainty hit, and we were all in the sh*t. What now?
Challenges
How could I, as a freelancer, use my UX tools to improve internal processes and create a space where the team could navigate uncertainty together while also gaining clarity and support from our leaders? For me, UX is about people, processes and creating meaningful change — both within teams and in society.
My role
Experience Designer & Facilitator
In close collaboration with my leaders
Kalitsa Calendralis, Jenny Hagblom
I took intiative to:
Start an accessibility group among designers
I initiated an internal accessibility group at H&M to bring cognitive accessibility into the design process. We focused on creating more intuitive and inclusive digital experiences beyond compliance.
Support the LBHTQI+ community in NYC
For Pride 2023, I supported the world’s largest drag brunch with the Marsha P. Johnson Institute, setting a Guinness World Record and raising funds for Black trans rights.
Built a healthier team culture in my team
To improve collaboration and transparency, I helped define clearer ways of working, fostered psychological safety and encouraged open communication, making the team stronger and more supportive.
Start an accessibility group among designers
Challenge
Accessibility in design is almost always treated as an afterthought, leading to digital products that exclude users with cognitive disabilities. I wanted to change the mindset among designers and ensure accessibility was embedded from the start.
4.5:1 is the lowest recommended standard according to WebAIM.
Execution
➔ Started an internal accessibility group to integrate inclusive design practices within H&M.
WCAG focuses on technical accessibility, ensuring websites meet standards for contrast, screen readers, and navigation. But it doesn’t guarantee usability for people with cognitive disabilities — which we all experience more as we age, after a few drinks or a bad night’s sleep.
That’s why I applied Begripsam’s ICF Core Set, which goes beyond compliance to improve understanding, decision-making, and task completion.
Ways of working
In our cross-team accessibility group, we shared knowledge, collaborated with developers and set up internal guidelines across different areas.
Conducted user testing with people with cognitive disabilities, including a special needs school in Stockholm working with teenage students.
➔ Helped improve Take Care by making sustainable garment care more accessible.
Short background
H&M was founded in 1947 to democratise design and enable affordable self-expression, but accessibility and sustainability have often been left behind. Despite 69% of people saying they want to care for their clothes, only 23% actually do, contributing to 11 kg of textile waste per person in Europe each year. Many garments are discarded after just 7 wears, fuelling a wasteful cycle.
To extend the lifespan of garments and reduce waste, H&M has initiatives focused on Repair, Recycle, Rent, and Reuse (Pre-loved).
Key principles for cognitive accessibility
Make content easy to understand
Deliver information in the right context and timing
“”I need to buy less and be creative in the way I take care of my clothes to be able to wear it longer”
Suggest alternative solutions
Support the LBHTQI+ community in NYC
Challenge
Fashion and design should be a space for self-expression and belonging, yet many in the LBHTQI+ community still face exclusion and hostility. For many, chosen family — the friends and allies who become your support system is essential. We created a space where people could celebrate, connect and feel loved for whom they are.
In close collaboration with the amazing
Johan Mott Art Director at H&M Sweden, video by KimTin and photographer Daniel Cavanaugh.
Execution
➔ Co-organised the world’s largest drag brunch for Pride 2023 with H&M USA, setting a Guinness World Record and supporting Black trans rights with the Marsha P. Johnson Institute.
The super models 👑
Aquaria, Tommy Dorfman, Hari Nef, Dominique Jacksson, Michaela Jaé, Aaron Rose Philip, Linux
In production at the H&M pop-up store in Williamsburg ⚡️
We had just two hours to capture all content with all the queens!
Built a healthier team culture in my team
Execution
➔ Using LEGO Serious Play, I facilitated workshops to help the team navigate uncertainty and envision how we could work better together.
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Together, we built Lego models to share views of the current state, future vision and blockers holding us back.
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Everyone contributed equally, creating a democratic process where all ideas were visible and included.
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Thinking with their hands helped the team tap into unconscious thoughts and needs, going beyond traditional patterns to uncover deeper insights.
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Insights and blockers were shared with leadership, leading to clear action plans they acted on straight away.
Key take aways + Actions
Our strengths 🦁
The team thrives on kindness, trust, and strong expertise. However, creatives often worked alone, with unclear roles and briefs, making it difficult to stay motivated and feel appreciated.
Our actions:
Our challenges ⛰️
The re-org created significant stress, especially for team members who had spent most of their professional lives at H&M. Unclear roles and uncertainty about the future made it difficult to stay focused. In a flat Swedish culture, the lack of hierarchy often led to too many conflicting opinions and confusion over decision-making authority.
Our actions:
Our place for celebration 🎂
A lack of acknowledgment and visibility during paused projects left team members feeling undervalued.
Our actions:
“Whatever it is, the way you tell your story online can make all the difference.”
Get new perspectives with LEGO Serious Play
Bring creativity and clarity to product, team and personal development through structured play. Book me for a 4-hour session and start building solutions, brick by brick!
More info about LEGO® Serious Play®.