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Heidi Ettanen is leading global Design Operations within Experience Design at the H&M Group- capturing, maturing and evangelising customer-centric design practices, scalable design processes and empowering career structures, humbly serving an international design community of 120 designers and researchers.

Heidi gets inspired by seeing people succeed and shaping the future of work. Having previously lead product development at a virtual office startup, focusing on improving engagement in remote and hybrid team constellations, she moved towards shaping the future of design work and is now dedicated to employees, designers’ ways of working and career progression - a field much talked about, but still taking form as a discipline. For Heidi establishing Design Operations as a function is about putting service design into action for the good of the design community.

Heidi has a broad experience in working both in-house and in agencies as well as in different industries, from gaming to NGOs and fashion retail. She started her career as a graphic designer, moved to product design, gravitated towards service design and found herself in innovation management before joining H&M Group.

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