Per Axbom smiling

Per Axbom

Coach & Designer

Responsible Innovation Advocate

I raise your awareness, get you unstuck and contribute to peace of mind in digital ventures.

Get in touch


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.

“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

I adhere to the Code of Ethics established by International Coach Federation.


I have applied a human-centric approach to digital design for more than 20 years. My passion is communicating value gains to stakeholders and dev 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. As a team we contribute to lasting change.

“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

Keywords: information architecture, interaction design, interviews, surveys, storytelling, usability, accessibility, UX design, user experience, explainer videos, design workshops


Learning, building upon and sharing new knowledge has been a significant part of my career. When contributing through blogs, articles, podcasting and teaching at design schools I force myself to stay on top of my game. I am regularly asked to do talks and workshops at conferences and networking events.

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

“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)

Conference provisions: speaker bio and photos:

Get in touch

I'd love to hear from you.


Per Axbom

tel. +46 709 132500

My company

Axbom Innovation AB
Solgatan 7, 169 60 Solna, SWEDEN
VAT: SE556817085501

Pssst... Want more?

Read blog posts and articles on and Medium. Swedish posts are on

Listen to the twice-monthly UX podcast for inspiration, deep-dives and interviews with people who are figuring out design.

Follow and talk with me on Twitter. I spend a fair deal of time interacting with people from across the world in all walks of life, collecting and sharing insights about human struggles through conversation.

Subscribe to my irregular newsletter, focusing on the ethics and impact management of design, tied closely to the book I am writing.

Remember to keep moving,