What inUse does

inUse was a UX and Service Design agency founded in 2002 in Malmö, Sweden, that has since been integrated into AFRY Experience Studios, a design consultancy division within AFRY AB (NASDAQ Stockholm: AFRY). The former ÅF design division was rebranded as AFRY Experience Studios following the 2019 merger of ÅF and Purdue, and operates as part of AFRY's Product Design & Development service portfolio.

The studio delivers end-to-end design services across three core offerings: Automotive & Mobility Design (industrial and automotive design for vehicles and transportation solutions), Service & UX/UI Design (user experience and interface design for digital and physical services), and Visualisation & Brand Design (visual marketing materials and brand design). Its technology approach is described as a design-driven innovation methodology combining research, iteration, experimentation, and "cutting-edge technologies," though no specific proprietary technology stack, AI capabilities, or platform architecture is disclosed. The studio executes enterprise-scale projects for clients such as Polestar (full digital modelling for Polestar 4), Lamborghini (visualisation for the Temerario hybrid supercar), Hertz (redesign of the Freerider car rental service), MIKA (autonomous transport design), and Malmö City (Värningsverket urban food system prototype).

The business operates on a professional-services revenue model with customised, quote-based project engagements and no publicly disclosed pricing. Distribution is relationship-driven, executed through direct enterprise sales and supported by AFRY's broader corporate marketing infrastructure, including case studies, events, and direct outreach. The studio is led by Martin Andersson (Manager) and Hanna Ljungström (Head of Sales & Marketing), with eight global studios across Europe (Stockholm, Gothenburg, Malmö, Copenhagen, Birmingham, Bologna), Latin America (São Paulo), and Asia (Shanghai), and access to the wider AFRY network of 17,000+ engineers, designers, and advisors.

Name

inUse

Legal name

AFRY AB

Website

https://inuse.se

Company type

Public

Founded year

2019

Operating status

Operating

Headcount range

101–250 employees

Short description

inUse, a UX and Service Design agency founded in 2002 in Malmö, operates today as AFRY Experience Studios within AFRY AB (NASDAQ Stockholm). It delivers automotive, mobility, service, UX/UI, and brand design services to enterprise clients across eight global studios spanning three continents.

Ownership category

akta.pro rank

Product category

Design Consulting Services

NAICS

Graphic Design Services (54143)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Digital Creative & Experience Design Agencies (Web/App/UX) (MPAAAAAD)

akta.pro secondary industries

Content Studio & Creative Resourcing (In-house/Embedded Teams) (BPAFAIAJ), Mobile/Digital Experiential (AR/VR, Interactive Installations) (MPAAAGAI)

Keywords

• UX design services
• Automotive design studio
• Mobility design consulting
• Service design agency
• Brand visualisation services

Headquarters

HQ city

Malmö

HQ country

Sweden

HQ region

Europe

Offices8 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Design Consulting Services: AFRY Experience Studios generates revenue through professional design consulting engagements, providing end-to-end design services tailored to client needs. The studio serves enterprise clients in mobility, automotive, medtech, energy, fintech, infrastructure and defence sectors with customized project engagements.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

inUse, operating as AFRY Experience Studios, is a global design consultancy delivering end-to-end UX/UI, automotive/mobility, service design, and brand visualisation services to enterprise and public sector clients. The studio combines research, iteration, experimentation, and cutting-edge visualisation technologies to create sustainable design solutions across mobility, automotive, medtech, energy, fintech, infrastructure, and defence sectors. Services are customised per client and delivered through project-based engagements from eight studios across three continents.

Product overview

AFRY Experience Studios is a global design consultancy offering end-to-end design services under the AFRY network. The portfolio comprises three core service offerings: Automotive & Mobility Design (covering industrial and automotive design, recognised as a leading European mobility design studio), Service & UX/UI Design (delivering seamless user experiences), and Visualisation & Brand Design (creating visual marketing materials and brand designs). The studio leverages the full AFRY network to provide comprehensive design services spanning strategy, innovation, and execution across mobility, automotive, medtech, energy, fintech, infrastructure, and defence sectors.

Differentiator

Problem solved

Functional benefit

Products and services

• Automotive & Mobility Design

Named customers6 records

Segments5 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators2 records

Recent moves5 records

Expansion highlights10 records

Direct peers

• Pentagram: Independent design firm offering brand, UX, and visual design services across industries. Comparable for brand and visualization design component of the portfolio.
• Designworks (BMW Group): BMW-owned design consultancy serving automotive, mobility, and consumer clients with industrial, UX, and brand design. Directly comparable for premium automotive and mobility design engagements.
• Huge: Digital experience design agency offering UX/UI, service design, and brand work for enterprise clients across fintech, healthcare, and mobility. Closely comparable in digital UX/UI design practice.
• ustwo: Global digital design studio with studios in London, New York, and other cities, focused on UX, product design, and innovation. Comparable multi-studio model serving enterprise clients.
• Smart Design: Independent design consultancy providing product, UX, and brand design across mobility, healthcare, and consumer goods. Comparable in multi-sector B2B design services for enterprise clients.
• IDEO: Pioneering global design consultancy offering UX, service design, and innovation strategy across mobility, consumer, and healthcare. Closely comparable end-to-end design service model serving enterprise clients.
• Cooper (design consultancy): Design consultancy focused on product and service design for enterprise clients across financial services, healthcare, and consumer. Comparable in UX and service design methodology.
• frog (part of Capgemini Invent): Global design and innovation firm with deep automotive and mobility expertise, now operating within Capgemini Invent. Highly comparable in combining UX/UI design with industrial and mobility design engagements.
• Method (design consultancy): Global design and innovation consultancy with practices in UX, brand, and product design. Comparable multi-disciplinary design service offering for enterprise clients.

Broad incumbents

• McKinsey & Company (McKinsey Design): Global management consultancy with embedded design practice serving mobility, automotive, and enterprise clients. Comparable as a large strategic-design incumbent with cross-sector reach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/inUse_swe
• Facebookfacebook.com/inuse.se

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about inUse