Oskar Juhlin is Professor at Stockholm University at the Departement of Computing and Systems Sciences. He is also Professor II at the Department of Information Science and Media Studies at Bergen University. He is founder and former Director of Mobile Life VinnExcellence Center, as well as founder of the new Swedish research-industrial network "digitizingfashion.com". He has an interdisciplinary background spanning technology and social science. Oskar has conducted research and managed groups in many design fields such as fashion tech, social media and road traffic, animal computer interaction, and video interaction. His approach draws on combining ethnographic fieldwork of user practices with design and technical research, to generate knowledge and new applications, referred to as “associative design”.