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Work Background
Bilweb (consultant)Product Designer
Feb. 2025 - Jun. 2025SwedenRedesigning an existing platform (marketplace, news, car lones, new car configuration) to create a more intuitive, accessible, and conversion-optimised user experience for car buyers and car entusiasts. The goal: a cohesive, user-centred interface that supports both business growth and usability, with accessibility and clarity at its core.
My role spans from identifying key usability issues to reworking user flows, information architecture, and interface design. I’ve led the design of wireframes, interactive prototypes, and high-fidelity visuals, while also establishing a scalable design system to ensure consistency across the product.
I work closely with the CEO and development team to align design direction with business strategy and technical feasibility, ensuring that every design decision drives both user value and measurable outcomes.
Key intended outcomes:
– Increased qualified leads for car dealers and car loan services
– Higher engagement with editorial content
Key tools & methods:Design system, Figma, wireframes, prototypes, responsive web design, Material UI, WCAG 2.1
Byggföretagen (consultant)UX/UI designer
Feb. 2025 - May. 2025SwedenI led the redesign of a time and payroll reporting tool tailored to the unique needs of construction companies and their member organisations. The goal was to simplify complex workflows, consolidate fragmented systems, and deliver a cohesive, responsive web-based solution that reduces friction in payroll reporting.
The project involved navigating legacy systems, diverse user groups, and industry-specific regulations. I led the end-to-end design process — from research and workshop facilitation to user journey mapping, flow analysis, wireframing, prototyping in Figma, and high-fidelity UI design. I also developed a scalable design system based on MUI to ensure visual and functional consistency across the platform.
All design decisions were grounded in real user needs, business goals, and technical feasibility, with a strong focus on accessibility (WCAG 2.1) and long-term usability through establishment of a new design system.
Key intended outcomes:
– Increased adoption of automated file-based reporting
– Fewer customer support cases related to payroll submissions
– Higher user satisfaction, reflected in usability testing and feedback
Key tools & methods:Design system, Figma, wireframes, prototypes, journey mapping, WCAG 2.1, usability testing, workshop facilitation, responsive web design, Material UIView product design case
TRR (consultant)UX/UI designer, Product design lead
Mar. 2022 - Jan. 2025Sweden, StockholmAt TRR, I was part of the central design and innovation team, working across key initiatives to support white-collar professionals in navigating career transitions. My work focused on redesigning digital services and shaping new AI-driven features — always with a goal to deliver accessible, value-driven experiences that aligned user needs with organisational goals.
Most projects were closely tied to TRR’s mission: empowering individuals in transition while improving efficiency for the advisors who support them. I contributed across the full product design process — from research, needs mapping, and journey mapping to prototyping in Figma and running iterative usability tests. I also facilitated workshops and design sprints with cross-functional teams to co-create solutions with real impact.
Beyond daily UX and UI work, I helped evolve TRR’s design system, supported innovation initiatives, and led internal training sessions focused on insight-driven design and creative problem-solving. My aim was to strengthen design maturity and position design as a strategic partner in TRR’s digital transformation.
Key intended outcomes:
– Improved engagement with digital services supporting career transition
– Increased advisor efficiency through streamlined workflows
– Higher user and advisor satisfaction (usability tests & survey data)
– Accelerated adoption of AI-driven tools via intuitive design and clear value communication
– Stronger design culture and alignment across teams
Key tools & methods:
User research, Figma, WCAG 2.1, prototyping, usability testing, journey mapping, design sprints, design systems, stakeholder workshops, design thinking.
Savvy Match (Consultant)UX/UI designer
Feb. 2021 - Jun. 2022Sweden, Stockholm I worked closely with two entrepreneurs to bring their vision of a digital platform to life — one that simplifies job searching and recruitment through skills-based matching.
As the UX/UI designer, I was responsible for defining key user flows, creating intuitive interfaces in Figma, and building a scalable design system to support future growth. The goal was to design an experience that felt clear, relevant, and supportive for both job seekers and employers — enabling better communication and more meaningful matches.
Key intended outcomes:
– Faster, more relevant matches via skills-based search and filtering
– Increased engagement through tailored user flows for both candidates and employers
– A flexible design foundation enabling scalable product development
Tools & methods:
User flows, Wireframes, UI design, Figma, design system development, WCAG 2.1, skills-based experience design, stakeholder collaboration
Stocholm School of TechnolgyInstructor & mentor UX och agil produktutveckling
Feb. 2021 - Jun. 2021Sweden, Stockholm I taught hypothesis-driven and user-centered design with a strong focus on real-world product development, preparing the next generation of UX designers to work insight-led in modern product teams. I guided 80 UX students through the entire design process — from research and need mapping to prototyping, testing, and refinement — and facilitated cross-functional collaboration with 80 developer students.
In addition to teaching, I contributed as a mentor and sounding board, sharing insights from my work as an agile design and product leader. My goal was to prepare students for real industry expectations and strengthen the connection between design, technology, and business in product development.
Key intended outcomes:
– Strengthened students’ ability to apply user-centered and hypothesis-driven methods in real projects
– Improved collaboration skills in cross-functional design and development teams
– Greater readiness for agile team environments and product organizations
– Deeper understanding of the interplay between design, tech, and business in modern product development
Tools & methods:
Lean UX, qualitative & quantitative research, hypothesis-driven design, Strategic Intent Model, design sprints, usability testing, sprint planning, refinement, dailys, retros, end-to-end design process
LeeroyProduct & Design leader, UX and Product discovery
Jan. 2017 - Dec. 2020Sweden, StockholmAt Leeroy, I combined product and design leadership to create digital solutions that helped restaurant owners increase profitability, streamline daily operations, and improve the guest experience. I played a key role in building an insight-driven design process and establishing a strong design culture — grounded in shared principles, clear goals, and a focus on measurable outcomes.
As head of the product design team, I led user research, needs analysis, and journey mapping in close collaboration with development, business, and customer-facing teams. A central focus was the design of a scalable white-label app that simplified ordering and loyalty management — creating value for restaurant owners, staff, and guests alike.
As the company scaled, so did my role — evolving from shaping digital strategy to overseeing the day-to-day work across both product and design. Throughout, my focus remained on delivering user-centered solutions with clear business impact.
Key outcomes:– Increased order frequency and customer retention through improved loyalty and ordering experience- Established a product led agile design culture – Reduced onboarding and training time for restaurant staff via simplified operational tools– Higher guest satisfaction through a seamless, intuitive digital ordering flows– Improved team alignment through a shared design language and impact-oriented ways of working
– Strengthened product-market fit and scalability of the white-label app as a key revenue driver
Methods & tools:User research, journey mapping, product strategy, UI/UX design, team leadership, Sketch, white-label platform development, cross-functional collaboration, outcome-oriented process design
ViaplayCustomer Insight manager
Dec. 2015 - Jan. 2017Sweden, StockholmI was responsible for collecting and analysing customer insights across key touchpoints in the user journey of streaming media — drawing from surveys, support tickets, interviews, and behavioural data. My goal was to surface actionable insights that could inform service improvements and ensure that product and strategic decisions were rooted in real user needs.
The focus was on increasing satisfaction, reducing churn, and building loyalty among streaming media users. Insights were synthesised and presented to cross-functional teams to drive improvements in both product and service delivery.
Key outcomes: – Increased customer satisfaction through targeted improvements– Reduced churn by addressing journey-level pain points– Stronger loyalty and engagement among key user groups – More informed product and business decisions, grounded in user insight
Methods & tools:Qualitative & quantitative research, user journey analysis, insight synthesis, stakeholder communication, strategic recommendations
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