Heidi Ettanen

Head of Design Operations


Heidi Ettanen has set up and is leading the Design Operations team within Customer Experience at H&M - capturing, maturing and evangelising customer-centric design practices, scalable design processes and empowering career structures, humbly serving an international design community of 80 designers and researchers.

Heidi has over 15 years of professional experience working in both in-house and in agencies across different industries, from gaming to NGOs and fashion retail. She started her career in branding, moved to product design, gravitated towards service design and has worked with innovation management and product leadership before combining it all in DesignOps.

Heidi gets inspired by seeing people succeed and shaping the future of work. For Heidi, leading Design Operations at scale is about putting service design into action for the good of the design community.

What others say

HS Design Operations events provide me with the opportunity to connect with other colleagues in the industry and share learnings to help each other strive to be the most efficient and supportive teams we can be.

Antonia Duffin

HS Design Operations events are a new and unique format for meeting peers and exchanging about current developments in the industry - as well as a great way to grow the community. Enjoyed it a lot and looking forward to the next conference.

Florian Lindner
casavi GmbH

HS DesignOps events provided me with the opportunity to connect with similar minded professionals, who I can call friends! Sessions were engaging and provided me some valuable nuggets to take it forward and apply! 

Amit Tripathi