Keynote
Designing Between Two Intelligences
Chelsea Larsson
Head of Content Design · Anthropic
Breakout Session
Designing Without the User in the Room: A B2B Reality Check
Ever had to make a design decision for a user you don't really know? In B2B, this happens all the time.
Traditional research methods do not always fit this context. You might have a persona, some product data and secondhand feedback, but still find yourself asking: What do we actually know, and what are we just assuming?
In this interactive session, we will share a real example from our own work and then work through the challenge together.
You'll learn how to use the signals already available to you, from support tickets and sales calls to onboarding friction and product data, when direct access to users is limited.
A second key part is the exchange of experiences and examples within the group, hearing how others have approached similar situations.
You will leave with practical ways to find user insights that are already available to you, a method for challenging your assumptions and new perspectives from other designers facing similar challenges.
Preparation
Bring a real design decision where you had to rely on assumptions about users you couldn't reach directly. It can be a current challenge or something you've already shipped and how you approached it.
Who it's for
Designers or product managers working on B2B products. Suits all experience levels.
A session by
Eileen Einwächter
Senior Product Designer · Tanso
Eileen is a senior product designer at Tanso, where she currently designs complex user flows for sustainability reporting. Based in Munich, she has more than five years of experience in B2B product design and has previously worked at remberg and Tech4Germany.
With a background in technology management and computer science, she is interested in how digital technologies and design can help people navigate the challenges shaping our organisations and society.
Lara Frölich
Product Designer · Tanso
Lara is a product designer at Tanso, based in Berlin, working on data-heavy parts of the platform like complex charts and sustainability reporting.
She came to product design through Customer Care, QA, and graphic design, roles where she saw first-hand how users get stuck.
With a sharp eye for detail and a passion for design systems, Lara pairs craft with empathy, shaped by four years of backpacking that taught her how to adapt and navigate the unknown.
Join Eileen & Lara live in Munich, 22–23 October 2026.
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