Anne-Kathrine Nissen
User experience and journey leader driving omnichannel experience at H&M across digital, retail, and customer service, with prior experience at Airbus and Electrolux focused on systems thinking and large-scale transformation.
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Mar 5, 2026 • 58min
Ep. 63 - How H&M aligns 79 markets around one customer journey - Anne-Kathrine Nissen -
Anne-Kathrine Nissen, UX and journey leader shaping omnichannel experiences at H&M across 79 markets. She explains why there is no single customer journey and how journeys work best as an organizing principle. She covers translating vocabulary to bridge silos, using templates for coherence, balancing global direction with local freedom, and keeping insights alive across large organizations.
