Adam Janäng Smideborn

Multitalented and Crushing the Norms

We’ve settled into one of the Karlstad office’s conference rooms in the newly renovated section. Karlstad is known as the city where the sun always shines and today, the Värmland capital is truly living up to its name. Adam, dressed in “denim on denim” and colorful socks, places two cups of coffee on the table before we dive into the conversation.

Adam Janäng Smideborn describes himself as a mix of humor and seriousness, where laughter plays an essential role in his life.

– I’m a real daydreamer, but I do my best to live in the moment. Many situations improve with just the right amount of playfulness. Being open, adding a personal touch, or just cracking a pun can be fantastic ice-breakers that help people relax, Adam says with a big smile.

Sticking to just one thing has never been Adam’s style. He enjoys trying new things and doesn’t limit himself to traditional or expected norms, categories, or roles.

– It’s about challenging and breaking the boundaries often set by society and culture. I like hockey, beards, and Texas BBQ, but I also enjoy painting with watercolors, experimenting with sashiko (a Japanese embroidery technique for mending clothes), and pondering whether crystals actually CAN influence us. I try not to follow the stereotypical divides that suggest men should only be interested in certain activities and not others.

Today, Adam lives in Karlstad with his wife, two children, and their dog Bessie—a Finnish Lapphund in her prime. He leads an active life with his family, with music, sports, nature, food, and drinks as his main interests.

– Every week, I try to bake sourdough bread, take an ice bath and sauna, and go for at least one run. I’m also a coach for my kids’ soccer team, so I get to develop my leadership skills there too, Adam laughs.

Aesthetics have always appealed to Adam, leading him to choose a media-focused program in high school. After that, he pursued a degree in graphic media at a vocational college.

– I got the chance to work at an advertising agency after my internship, so I took the opportunity and spent a few years designing websites and ads. Eventually, I got tired of just making ‘nice things’ and wanted to base design decisions on more than just clients’ personal preferences. I became increasingly interested in user experience (UX) and interaction design and sought out a UX agency where I could learn more about user research, impact mapping, and so on.

He also has a brief background in local media, having worked as a reporter for Nya Wermlands-Tidningen and local TV.

– If you pay close attention on social media, you might have spotted a clip featuring a man enthusiastically promoting the small town of Kil, exclaiming, ‘Welcome, welcome to Kil!’ That was me holding the microphone, capturing this eccentric character. It’s an interesting clip that has gained some attention nearly 20 years later, Adam says, reminiscing.

But enough about his TV career. Adam joined the Karlstad office in May 2021. At the time, Consid had only been operating in the old post office building for a year, which meant there was plenty of room for growth and development in Karlstad.

– I’m really glad I took the step to join Consid at such an early stage. A new company in town and a new role for me as a UX Lead. And later, I got the opportunity to become a Consulting Manager, which is something I truly enjoy and am grateful I dared to take on.

Today, he thrives at Consid, describing it as a place with both warmth and ambition—qualities that inspire him to contribute to positive growth.

UX Designer and Consultant Manager

Adam holds multiple roles at Consid: UX Designer, UX-lead, and Consultant Manager. As a designer, his work revolves around making everyday life better, easier, and more enjoyable for people.

– I primarily focus on their interaction with various products and services. Using a work tool or a parking app shouldn’t be a burden or a source of stress. In practice, it’s about understanding how users’ needs can be met in the best possible way while also achieving the desired effect for the client.

He explains that, like many others, he frequently encounters poor user experiences—both digital and physical.

– That motivates me to keep working toward better-adapted services and products. There’s so much that can be improved out there!

As a UX-lead and Consultant Manager, he is responsible for supporting and motivating his team and colleagues. His role as Consulting Manager also includes personnel responsibilities.

– I have personnel responsibility for a group of incredibly talented and fantastic colleagues. My job is to ensure they enjoy their work, develop professionally, and get to work on what they are passionate about. At Consid, we emphasize close dialogue between consultants and consulting managers to create the best possible work environment.

His strength as a leader lies in his genuine interest in people—their stories, situations, and experiences.

– I want to understand and form a clear picture of things. I enjoy making people feel comfortable and consider it a great privilege to have the opportunity to be a positive part of people’s lives.

To build and maintain a positive atmosphere within the team and strong client relationships, Adam believes in the importance of openness.

– A healthy balance of fun and seriousness, sharing personal experiences, and being open—that’s key. You can’t underestimate the power of laughter and having fun together; there’s nothing that bonds people better.

The Future of UX

When Adam looks ahead at the future of UX, he sees artificial intelligence (AI) as a key influencing factor.

– AI is already a part of much of what we do, but I believe we’ll see even more of it moving forward. AI will enable the creation of great general solutions that work for many purposes, and it will happen quickly and at a low cost.

He continues:

– However, more complex solutions that require a deep understanding of context, subtle details, and human behavior will likely still require ‘human input,’ in my opinion.