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Frida Hedqvist

ProgramDigital Media Creative, 2018

Current OccupationDigital media Creative


Current LocationSweden

“I have never tried that before, so I think I should definitely be able to do that.” - Pippi Longstocking

The standing theme in my work and life, that permeates and touches my way of looking at life is psychology. Psychology in that sense that I’m fascinated by people: How we are, why we act in a certain way, what we feel and why we feel that certain emotion.

I'm the one that observes and empathize with the human, their behavior, and needs. Plans and structures the research phase. Asks the questions the team needs to answer in order to solve the challenge and find the answers through desktop research, surveys, interviews, focus groups, conducting observations and creating personas from the gathered insights. This is the foundation for the design sprint where im focus with hosting workshops with the client and by prototyping with the end users.