About speaker

Anna-Felicia Ehnhage

Swedbank

UX Researcher

Anna Ehnhage is a UX researcher at Swedbank in Stockholm. With a PhD focused on consumer behavior, she studies what motivates people, how they make decisions, and what they need from digital services. She is particularly interested in how insights into customers can help organizations make better decisions and build more useful digital services. In recent years, her work has focused on B2B services and the needs of professional users.

Outside of research, she’s usually planning her next garden project, or digging up a new part of the lawn to make room for more plants.

Talk details

Anna-Felicia Ehnhage UX Researcher at Swedbank

Silja Mustaparta-Dolve Head of Customer Insight at Oda & Mathem

UX research

This session explores how real customer decisions are made during online grocery shopping, focusing on the often-overlooked moments that shape behavior. By combining video diary studies with follow-up interviews, the team captured real-time insights into shopping habits and uncovered the “why” behind spontaneous choices. The talk shares practical lessons on conducting effective diary research and avoiding common pitfalls. It’s especially relevant for UX, product, and eCommerce professionals looking to better understand in-the-moment user decision-making.

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