About Sjá

Sjá was founded in 2001, being a company first of its kind in Iceland. Sjá has been a leading figure in user research and accessiblity in Iceland. Sjá specializes in user testing for websites, apps and other interfaces with the aim of casting light on possible issues.

Sjá has extensive experience in digital strategy and analysis working with a wide range of companies both from private and public sectors.







General Manager

Jóhanna is one of Sjá’s founders. She has a Msc in Anthropology from LSE (London School of Economics) and a BA in Anthropology and Spanish from the University of Iceland. Jóhanna has vast experience in the digital industry and has worked as a consultant and project manager for many years.  She has done various research on user experience and user behavior. Prior to that Jóhanna worked in the travel industry in Spain.

Email: johanna@sja.is

Tel: (+354) 694-9442








Senior analyst and user research

Áslaug has a MSc in Occupational Psychology from The University of Hertfordshire, England and a BA in Psychology from The University of Iceland. Human computer interaction is a big post of of Occupational Psychology.   Áslaug is one of Sjá’s founders. Prior to Sjá, Áslaug was a project manager at the Icelandic Web Agency, participating in the development and making of many of Iceland’s first websites. Between 1996 – 2000 Áslaug was a departmental specialist at the Ministry of Social Affairs in Iceland, overseeing data gathering and processing in relation to issues regarding people with disabilities and social services. Áslaug has extensive experience in digital strategy, analysis, project management and user research.

Email: aslaug@sja.is

Tel: (+354) 699-5223








Accessibility expert

Sigrún has a MA in designing for interactive media from The University of Westminster and a MA/BA in Psychology from The University of Iceland as well as a BA in Graphical Design from Iceland University of Arts. Sigrún has specialized in digital accessibility and has been in close cooperation with The Organisation of the Disabled in Iceland (ÖBÍ) regarding development of web accessibility in Iceland. She has worked on numerous projects all over the world, as well as giving talks and workshops. Sigrún is a member of GAWDS (Guild of Accessible Web Designers).

Email: sigrun@sja.is








Specialist – evaluations, translations, content 

Sigrún has a MPhil and MSc in Anthropology from LSE (London School of Economics) and a BA in Anthropology from The University of Iceland.  Prior to joining Sjá Sigrún was with The Tavistock Institute in London where she did evaluations on various projects and strategies for the public sector and the European Council in matters regarding IT, health, regional development policy and sociological projects. While studying Sigrún was an assistant at The London School of Economics Centre for Civil Society and as an guide in Iceland. Sigrún spent 3 years doing field research for her MPhil thesis in a small willage in southwest China.