Hanna Norlin is a designer, futurist, and strategist specializing in speculative design, storytelling that drives action, and human-centered innovation. With over a decade of experience leading design initiatives at companies like TV4, Spotify and Volvo Cars, she has shaped digital
experiences that blend creativity, technology, and human insight. Her work explores how design can move beyond aesthetics and function to become a tool for envisioning and shaping better futures.

A passionate advocate for futures thinking, Hanna’s expertise lies in bridging imagination and reality—turning bold ideas into tangible, experienceable futures. Through her work, she challenges dystopian narratives and instead champions a design-driven approach to creating a better future. 

Out of pure fascination for how daring ideas and fantastical visions of the past came to be the reality and norm of today, she started studying History on top of her degrees in Informatics and Business Innovation. Her dreams of becoming a professor, running a startup and writing utopian sci-fi competes with those of becoming a professional rock climber and live the rest of her life in the yellow van she converted into a camper van. 

Beyond her work in design and strategy, Hanna is an experienced speaker and educator. She has lectured at design schools and leadership programs, facilitated workshops on design leadership, inclusion and speculative design, and spoken at industry conferences. Her work has influenced products, business, and design strategies, equipping creatives and organizations with the tools to craft more hopeful, actionable futures.

Dystopian narratives dominate popular culture—but it wasn’t always this way. Just a few decades ago, hopeful visions of the future filled our screens, books, and political speeches. From dazzling technological inventions to bold proclamations of a brighter tomorrow, optimism once fueled our collective imagination.

History reveals a remarkable truth: what we imagine often becomes reality. Research suggests that the closer we get to experiencing a possible future, the more we believe in it—and the more likely we are to work toward it. Tangible artifacts shape these beliefs, and as designers, we have the expertise and power to create prototypes of what does not yet exist. By transforming speculation into experiences, we can spark action, create shared visions, and invite people to actively participate in building the future we collectively imagine.

This session explores how speculative design and immersive storytelling can be powerful tools for shaping aspirational futures. By examining historical innovations that once seemed impossible, we’ll uncover how bold ideas become reality when paired with tangible prototypes and compelling narratives.

Attendees will gain practical methods for using speculative design, immersive storytelling, and tangible future artifacts to shift mindsets, inspire action, and create meaningful impact. This talk will challenge the audience to reframe their role as designers—not just as problem-solvers, but as architects of possibility, actively shaping the world we hope to see.