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?

My role
Experience Designer & Facilitator

In close collaboration with my leaders
Kalitsa Calendralis, Jenny Hagblom

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.

I took initiative to:

Started 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.

Production assisted a Guinness World Record winning LGBTQI+ event in NYC

For Pride 2023, I supported the production team in creating the world’s largest drag brunch with the Marsha P. Johnson Institute. The event received a Guinness World Record and raised funds for black transgender people.

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.

Started an accessibility group among designers

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, so this suggested new brand direction where not approved.

Execution

➔ Started an internal accessibility group to integrate inclusive design practices within H&M.

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 with intellectual disabilities.

WCAG focuses on technical accessibility, ensuring websites meet standards for contrast, screen readers, and navigation. But it does not 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.

➔ 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 it also contributed to a throwaway culture — where people buy more but care less. Many no longer know how to properly care for their clothes, leading to unnecessary waste.

Despite 69% wanting to take better care of their garments, only 23% do, contributing to 11 kg of textile waste per person in Europe each year. Many items are discarded after just 7 wears!

To extend garment lifespan and make sustainable choices easier, H&M has initiatives focused on Repair, Recycle, Rent and Reuse (Pre-loved). My role was to make these efforts cognitively accessible — helping everyone learn, apply and adopt sustainable habits.

“”I need to buy less and be creative in the way I take care of my clothes to be able to wear them longer”

Key principles for cognitive accessibility

Make content easy to understand

Deliver information in the right context and timing

Suggest alternative solutions

Download full report ⇩ (PDF)

Production assisted a Guinness World Record winning LGBTQI+ event in NYC

Fashion and design should be a space for self-expression and belonging, yet many in the LGBTQI+ community still face exclusion and hostility. For many, chosen family — the friends and allies who become your support system is essential. We created a safe and inclusive space for people to celebrate, connect and feel loved for who they are. ❤️🩷🧡💛💚🩵💙💜🤎

In close collaboration with the amazing
Johan Mott Art Director at H&M Sweden, video by Kim Tin 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 transgender people with the Marsha P. Johnson Institute.

In production at the H&M pop-up store in Williamsburg ⚡️
We had just two hours to capture all content with all the queens!

The super models 👑
Aquaria, Tommy Dorfman, Hari Nef, Dominique Jacksson, Michaela Jaé, Aaron Rose Philip, Linux

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.

Together, we built Lego models to share views of the current state, future vision and blockers holding us back.
Everyone contributed equally, creating a democratic process where all ideas were visible and included.
Thinking with their hands helped the team tap into unconscious thoughts and needs, going beyond traditional patterns to uncover deeper insights.
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: