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.