🚀 From strategy to execution – How customer journey maps drive real impact
A customer journey map should be more than just a well-designed artifact — it should be a strategic tool that aligns your entire organization around what truly matters.
At Refill 2025, Stina Janson (Design Director at Länsförsäkringar) and Liza Hansson (Strategic Designer at Variant) will show you how to take journey maps from static documents to action-driven frameworks, ensuring that teams, strategy, and business goals are aligned for measurable impact.
Because if you’re serious about building for impact, you need more than vision — you need execution, alignment, and results.
🔹 Customer journeys as a strategic tool
👉 Product & Strategy track
We’ve all seen it happen: a well-intentioned customer journey map is created, presented with enthusiasm… and then slowly fades into the background. What if it didn’t?
In this session, Stina and Liza will break down how to:
✅ Turn customer journey maps into dynamic, decision-making tools across teams.
📊 Combine customer insights, business data, and behavioral analytics to sharpen strategy.
🎯 Ensure clear ownership and alignment with OKRs so efforts translate into measurable outcomes.
🤝 Break down silos and create a shared language between design, business, and product.
Whether you’re a product owner, strategist, designer, or decision-maker, this session will give you a structured, actionable approach to making customer journeys work in real life — not just in PowerPoint slides.
👥 Meet the speakers – Stina Janson & Liza Hansson
🎤 Stina Janson – UX leadership at scale
With 20+ years in user-centered product development, Stina Janson has built and led teams at some of Sweden’s biggest companies, including Schibsted and Länsförsäkringar. At Schibsted, she led a team of 40+ UX designers and researchers across news media, focusing on empowered teams, user-driven development, and strategic alignment.
Her philosophy? Great design doesn’t exist in a vacuum — it’s about building cross-functional collaboration, ensuring business alignment, and making user experience a core part of decision-making.
🔹 Building UX teams that influence at the highest level
🔹 Driving strategic projects that transform organizations
🔹 Helping teams shift from feature-driven to problem-solving mindsets
When she’s not leading teams, you’ll find her soaking up inspiration from unexpected places — like taking a Masterclass with the Duffer Brothers (Stranger Things creators) to explore how storytelling can shape product design. Because staying curious beyond your own field fuels fresh perspectives and innovation.
And at the end of the workday? A final inbox check, a hug for her family, and a moment of zen with her cat, Milli — who, like all cats, has truly mastered the art of relaxation.
🎤 Liza Hansson – The art of building strong teams & smarter strategies
With over a decade of experience in product development and design leadership, Liza Hansson has worked across major companies like Schibsted and Länsförsäkringar, and now helps teams create impactful, user-driven solutions at Variant.
Liza isn’t just about designing great products — in addition, she’s designing great teams.
Her approach?
🔹 Fostering trust, collaboration, and low-friction decision-making.
🔹 Creating clear structures so teams can focus on solutions, not uncertainty.
🔹 Driving cross-functional collaboration to align user needs, business goals, and execution.
For Liza, design is a team sport. The best ideas don’t come from a single role — they come from bringing diverse perspectives together. Her leadership style focuses on open communication, structured workflows, and making it easy to do things right.
And when she’s not helping teams to level up, you’ll find her cycling, swimming, or renovating her summer house — because whether it’s a product or a home, building something that lasts takes both structure and creativity.
🔹 Why This Talk Matters
⚡ Because strategy without execution is just wishful thinking.
⚡ Because customer journey maps should be tools — not decorations.
⚡ Because true impact comes from alignment, not just ideas.
🚀 If you’re serious about building for impact, this is a session you don’t want to miss!
The Refill Team
Refill Conference 2025
📍 April 4th | 7A Posthuset, Stockholm
💡 Dev | Design | Product & Strategy
📧 refill@variant.se
🌐 refillconf.com