About Me
Designing products
people use every day
Product designer with 20 years across design, product management and development. I lead design for products used by millions, build design systems that web, iOS and Android teams actually share, and use Jobs-to-be-done and product analytics to decide what to make. Strongest where design, product and engineering meet.
Stockholm, Sweden
Background
Experience across the entire product spectrum
I have experience in development, design, product management, and business, and have worked with digital products in all shapes and forms. I'm a big proponent of Lean Startup, Lean UX, Jobs-to-be-done, and Design Thinking.
In my spare time, I'm an extreme sports enthusiast. I'm a family father and a dog lover.
Expertise
Skills & Tools
Product design
UX & UI design
Design systems
User research
Jobs-to-be-done
Product discovery
Product analytics
A/B testing
Design leadership
Figma
React Native
Flutter
Career
Work Experience
SCRL
Senior Product Designer
2024 – Now
Stockholm (hybrid)
- •Lead design for SCRL, a top-ranked app with 7M users in the USA for making seamless Instagram carousels and photo collages.
- •Work with cross-functional teams to deliver innovative, user-centred design solutions.
- •Shape SCRL's creative features so they stay intuitive and visually appealing.
- •Drive iterative design improvements from user feedback and performance metrics to raise engagement.
Bokadirekt
Design Lead Marketplace
2023 – 2024
Stockholm
- •Led the design of a web and mobile marketplace for the health and beauty industry: an app with 6M users and 2M bookings a month, through detailed user research and UI/UX optimisation.
- •Created and managed a cross-company design system in Figma, shared across web, Android and iOS, improving design consistency and efficiency.
- •Led and mentored a design guild of 4 designers, with regular workshops and feedback sessions.
- •UI/UX design, user research and product discovery with the Jobs-to-be-done framework, leading to a 20% increase in mobile adoption among Bokadirekt consumers.
FirstVet
Senior Product Manager
2020 – 2022
Stockholm
- •Led the rewrite of FirstVet's iOS and Android apps, introducing a design system and reusable UI components, for better performance and user experience.
- •Implemented event-based tracking and product analytics with Firebase to monitor key product KPIs, increasing data-driven decision-making efficiency by 20%.
- •Launched and tested a B2C subscription model in the US, achieving a 25% increase in subscriptions within six months.
- •Standardised partner integrations, raising annual integrations from 2–3 to around 20.
Cool Company
Head of Design & Product Manager
2018 – 2020
Stockholm
- •Built a design system for mobile and web, reducing design inconsistencies by 30%.
- •Conceptualised and built the MVP of a Tinder-style freelancer-assignment matching service: 50% more freelancer engagement within three months.
- •Led the launch and market-viability assessment of a new service and the funding campaign that secured 4.2 million euros for continued development.
Springworks
Head of Design
2017 – 2018
Stockholm
- •Established a design system and branding guidelines for a connected-car SaaS platform, improving design coherence by 40%.
- •Used impact maps, product analytics and KPIs to align user behaviour with business goals: 35% more partner engagement.
- •Ran A/B tests, user trials and growth initiatives that improved partner success rates by 20%.
- •Worked with business development on service concepts and pitches that secured partnerships with two major European telecom operators.
MyNumbers
UX Lead & Mobile Developer
2015 – 2017
Stockholm
- •Built a design system and designed the MVP of a business finance app on iOS, Android and web.
- •Formed and mentored a design team of 3.
- •Designed the front-end architecture of the React Native app for Android and iOS.
- •Led product-market-fit testing and won the first 1,000 customers in a beta programme.
Rebtel
Product Owner / Lead UX Designer
2012 – 2015
Stockholm
- •SEO work that reached #1 on Google for international-calling keywords: over 1M unique visitors a month.
- •Redesigned signup and onboarding, increasing conversion from signup to first payment by 400%.
- •Rebranded and implemented a responsive design system across channels.
- •Introduced subscriptions, raising CLTV and annual revenue by 40% to $100 million a year.
Telepo (acquired by Mitel)
UX Lead Designer
2010 – 2012
Stockholm
- •Led UX for an office suite for SMEs (messaging, presence, mobility, call recording) on Android, iOS, Mac, PC and web.
- •Helped scale product and company, with partnerships at Telia, Telenor and Hutchison (3).
- •Built a customisable framework that aligned the apps with about 20 operator brand identities.
Ericsson
UX Manager, UX/UI Designer, UX Tester
2006 – 2010
Stockholm
- •UX Manager: led a global UX community and introduced internal UX standards and best practices.
- •UX/UI Designer: designed telecom software interfaces; wireframes, prototypes and user testing cut usability issues by 25%.
- •UX Tester: usability testing and user research that showed where telecom products needed to improve.
Education
Academic Background
Linköping University
Master of Science
2001 – 2006
Linköping, Sweden