# Lina Bodestad

> Psychologist and senior service designer who builds AI-enhanced self-service flows and user journeys, based on data analysis and usability research. Consultant at Volvo Cars through Qestit, based in Göteborg, Sweden.

Lina Bodestad is a licensed psychologist who moved into UX in 2019. She works at the intersection of people, process, and AI: mapping how people actually do their work, removing what adds no value, and bringing in AI where it improves the journey. She has led AI-enabled self-service at Volvo Cars, run 100+ user studies, been Head of UX at a marine sustainability startup, audited the City of Gothenburg's website for multilingual accessibility with WCAG, taught UX at Yrgo, Nackademin, IT-högskolan and Hyper Island, and written four books.

- Role: Senior service designer and UX researcher
- Location: Göteborg, Sweden
- Areas: Service design, UX research, Organizational psychology, AI experience design, AI adoption and change management, WCAG accessibility, Data analysis, User journeys and onboarding, Self-service and support design, Behavior design
- Languages: Swedish, English
- Open to: Consulting and speaking assignments in AI adoption, service design and UX research, hybrid from Göteborg or remote.
- Contact: lina@bodestad.se, https://www.linkedin.com/in/linabodestad/

## Pages

- [About](https://bodestad.se/about/): background, books, teaching and other projects
- [Contact](https://bodestad.se/contact/): how to get in touch
- [CV (PDF)](https://bodestad.se/assets/docs/Lina_Bodestad_Resume_2026.pdf)

## Case studies

- [Volvo Cars Digital Workplace](https://bodestad.se/volvo-digital-workplace/): Service Designer (Service Architect). How I lead the shift to AI-enhanced self-service in Volvo Cars' Digital Workplace, where human-assisted support contacts fell 40%.
- [Volvo Cars UX Research](https://bodestad.se/volvo-ux-research/): Senior UX Researcher. 100+ survey studies, interviews and a new post-purchase method that informed Volvo Cars' decisions on future cars and mobility.
- [Cetasol (iHelm)](https://bodestad.se/cetasol/): Head of UX. Head of UX at marine startup Cetasol: guiding ship crews to operate more energy-efficiently, with ~30% lower CO2 in early pilot tests.
- [Game of Chores](https://bodestad.se/game-of-chores/): Head of UX and Product Owner. I took a consumer app from idea to App Store and Google Play launch as Head of UX and Product Owner, helping couples share household labor.
- [Göteborgs Stad](https://bodestad.se/goteborgs-stad/): UX Researcher and Accessibility Auditor. An accessibility audit of the City of Gothenburg's digital channels, in line with WCAG 2.1 and the Swedish DOS Act: should the city reach residents in more languages than Swedish, and how?

## Blog

- [The rise of meat proxies and AI-jacked decisions](https://bodestad.se/blog/meat-proxy/): Sure, AI is speeding up work and decision making. But the human brain still moves at savannah speed.

## Books (in Swedish)

- *Kompetensklossar: ett nytt sätt att förstå arbete och samhälle* (2026), with Emil Åkerö
- *Digital psykologi: forskning och klinisk tillämpning* (2021), co-wrote a chapter in this anthology
- *Med normglasögon i behandlarrollen: utforskande i gränslandet mellan normer, makt och psykisk hälsa* (2019)
- *Farliga prinsessor och ljuva monster: om normutmanande föräldraskap* (2018)