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I don’t start with solutions. I start with understanding.
I believe great solutions start with people. Understanding their needs, behaviours, challenges and motivations guides my decisions about what to build, improve or change.
As a Senior Product & Service Designer and Design & Product Lead, I combine strategic leadership with hands-on design. I lead design initiatives, align stakeholders and guide cross-functional teams, and I still do much of the design work myself.
I work end to end, zooming out and in. I lead discovery and user research, map journeys and service blueprints, front stage and backstage, and help shape the product direction. Then I zoom in and design the UX/UI: user flows, prototypes tested with users, accessible interfaces and the design systems that keep products consistent.
My strength is bridging the whole service and the digital product. I connect people, business and technology, so that what users see on screen works with the operations and systems behind it, and so that we solve the right problems, challenge assumptions and build products and services that make a real difference.
I lead with curiosity, design with purpose and keep people at the centre of every decision. Most of the cases below are my own hands-on design work.
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Cases that match what you're looking for
- Product Leadership · Design Leadership · BaemingoLeading product development so restaurants could grow, and Baemingo could grow with them
- Product Leadership · Design Leadership · LeeroyLeading the product development of a mobile ordering and loyalty app for restaurant brands
- Line Manager for Designers · LeeroyManaging the design team through the shift from UX Designers to Product Designers, crafting the design and leading the product development
- UX/UI Design · BaemingoLog in, get onboarded and start selling
- UX/UI Design · BaemingoLetting restaurants build the ordering menu their customers see
- Service Design · PostNordSending parcels without a label: towards a scalable logistics flow
- CX/UX Discovery · LiberEmbedded Customer Insight into Early Product Decision-Making
- UX/UI Design · BilwebbenRedesigning a marketplace for car buyers and car dealers
- UX/UI Design · TRRHow we increased the use of the match profile and improved job matching
- UX/UI Design · Savvy MatchEffortlessly match job seekers with companies through a simple swipe left or right
- UX/UI Design · ByggföretagenHow we simplified reporting across several companies and collective agreements
- UX/UI Design · AI · My own siteDesigning my portfolio with Claude, as one system from start page to CV
The cases that fit best
Where I did it, and what it led to
Why this fits your need
You may not find an exact copy of your assignment here, and that is fine. What carries over is the kind of problem and the outcome: the skills that worked in one product or industry give the same result in another.
- Strategy & vision I have shaped the strategic direction for future services and products, such as PostNord's future parcel sending and the roadmap for Baemingo's whole platform. Strategy holds up better when it rests on user insight.
- Roadmap & prioritisation I have owned product roadmaps and prioritised them against user needs, business goals and what is technically possible. In any product, that is what turns a long wish list into a plan the team can deliver.
- User research & discovery I lead discovery with interviews, user tests and insight work, so decisions rest on what users actually need. The methods work the same whether the users are diners, job seekers or teachers.
- UX/UI & user flows I design user flows and interfaces all the way to development-ready design, and test them with users. Clear flows matter in every product where people need to get something done.
- Service design & blueprints I map whole services, front stage and backstage, so the parts fit together. That view helps any organisation where several teams or channels shape one experience.
- Design systems I have built and used design systems that keep products consistent and faster to build. That pays off as soon as more than one team or product shares the same interface.
- Leading teams I have led designers, developers and cross-functional product teams, both as line manager and as product manager. Clear ownership and shared ways of working carry over to any team.
- Measurable impact I set goals and follow up on outcomes, such as adoption, order value and use of new features. Measuring what changes is how you know the work paid off.
- Working with AI I designed and built my own site with Claude as part of the workflow. That gives hands-on experience of what AI speeds up, and where design judgement is still needed.
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Liber
Case that matches what you're looking for
Cases that match what you're looking for
About my role and responsibilities
CX/UX Discovery Lead
Apr 2026 – present · consultant
Lead user-centred discovery and needs analysis across six parallel product initiatives, helping teams find the right problems and turn user insight into product opportunities and design direction. Built a shared approach to continuous user involvement, with research practices, respondent recruitment and AI-supported tools.
- Stronger discovery capability
- More consistent customer insight
- Better-informed product and investment decisions
- Faster research workflows
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CX/UX Discovery Lead
Lead user-centred discovery and needs analysis across six parallel product initiatives, helping teams find the right problems and turn user insight into product opportunities and design direction. Built a shared approach to continuous user involvement, with research practices, respondent recruitment and AI-supported tools.
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PostNord
Case that matches what you're looking for
Cases that match what you're looking for
About my role and responsibilities
Senior Concept/Service Designer
Sep 2025 – Feb 2026 · consultant
Led service design and UX discovery for the future locker-to-network sending experience, a service that matters to society, with users across the whole country. Mapped the journey and service ecosystem, then prototyped and ran user tests of concepts, weighing technical readiness, operational feasibility, scalability and cost.
- Clearer strategic direction
- Alignment across product, technology and operations
- Evidence-based investment decisions
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Senior Concept/Service Designer
Led service design and UX discovery for the future locker-to-network sending experience, a service that matters to society, with users across the whole country. Mapped the journey and service ecosystem, then prototyped and ran user tests of concepts, weighing technical readiness, operational feasibility, scalability and cost.
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Bilwebben
Case that matches what you're looking for
Cases that match what you're looking for
About my role and responsibilities
UX/UI Designer
Mar 2025 – Apr 2026 · part-time · consultant
Sole designer in a cross-functional team. Redesigned a digital marketplace so people can navigate complex information, compare alternatives and decide with more confidence. Restructured the information architecture, redesigned search, filtering and comparison, and took the key journeys from wireframes through user testing to high-fidelity UI. Built a scalable design system in Figma, with WCAG accessibility built into the components.
- Clearer search and decision journeys
- Tested with users
- Scalable, accessible design system
- Delivered ready for development
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UX/UI Designer
Sole designer in a cross-functional team. Redesigned a digital marketplace so people can navigate complex information, compare alternatives and decide with more confidence. Restructured the information architecture, redesigned search, filtering and comparison, and took the key journeys from wireframes through user testing to high-fidelity UI. Built a scalable design system in Figma, with WCAG accessibility built into the components.
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Byggföretagen
Case that matches what you're looking for
Cases that match what you're looking for
About my role and responsibilities
Senior UX/UI Designer
Feb 2025 – Apr 2025 · consultant
Led the end-to-end redesign of a complex time and payroll reporting service for the construction industry. Mapped the journeys of several user groups against a backstage of legacy systems, collective agreements and regulations, and turned it into a simpler front stage, from user testing to development-ready UI and a WCAG-based design system in Figma.
- Simpler reporting workflows
- Tested with users
- Accessible design system (WCAG)
- Delivered ready for development
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Senior UX/UI Designer
Led the end-to-end redesign of a complex time and payroll reporting service for the construction industry. Mapped the journeys of several user groups against a backstage of legacy systems, collective agreements and regulations, and turned it into a simpler front stage, from user testing to development-ready UI and a WCAG-based design system in Figma.
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TRR
Case that matches what you're looking for
Cases that match what you're looking for
About my role and responsibilities
Senior UX Designer & Concept Development Lead
Mar 2022 – Jan 2025 · consultant
Both led and worked hands-on as UX/UI designer on services in career transition, job matching and skills development, in agile teams close to product owners and developers. For a whole new digital service where companies find candidates among the people TRR helps, led the design process and the other designers while designing myself, from early interviews with the target group, through ideation on insights and concept tests, to a chosen direction, a tested experience and development-ready design. Coordinated UX across product teams, led workshops and design sprints, ran user tests and contributed to the further development of TRR's shared design system, with accessibility according to WCAG as a requirement in the design.
- Users with a match profile rose from 30 to 50 percent
- Complete profiles rose from 80 to 93 percent
- Stronger cross-team UX alignment
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Senior UX Designer & Concept Development Lead
Both led and worked hands-on as UX/UI designer on services in career transition, job matching and skills development, in agile teams close to product owners and developers. For a whole new digital service where companies find candidates among the people TRR helps, led the design process and the other designers while designing myself, from early interviews with the target group, through ideation on insights and concept tests, to a chosen direction, a tested experience and development-ready design. Coordinated UX across product teams, led workshops and design sprints, ran user tests and contributed to the further development of TRR's shared design system, with accessibility according to WCAG as a requirement in the design.
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Baemingo
Case that matches what you're looking for
Cases that match what you're looking for
About my role and responsibilities
Product Manager, Restaurant Platform
Jan 2021 – Mar 2022
Owned the roadmap for a restaurant platform, the POS and its back office, balancing stability, UX debt and growth. Led four development teams with sprint goals.
- One roadmap for all products
- A new design system
- Growth through self-service
Product Designer, UX/UI
Jan 2021 – Mar 2022
Hands-on product designer for prioritised back office areas, self-service onboarding and a menu builder: discovery, flows and UI in Figma, user tests and development-ready design.
- Restaurants onboard on their own
- Menus built without support
- Tested with users
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Product Manager, Restaurant Platform
Owned the roadmap for a restaurant platform, the POS and its back office, balancing stability, UX debt and growth. Led four development teams with sprint goals.
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Product Designer, UX/UI
Hands-on product designer for prioritised back office areas, self-service onboarding and a menu builder: discovery, flows and UI in Figma, user tests and development-ready design.
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Savvy Match
Case that matches what you're looking for
Cases that match what you're looking for
About my role and responsibilities
Product Designer
Oct 2021 – Jun 2022 · part-time · consultant
Helped develop an early-stage recruitment concept into a native mobile app for iOS and Android, for job seekers and employers. Defined the key journeys and flows, designed the UX/UI in Figma and built reusable interaction patterns and a design system.
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Product Designer
Helped develop an early-stage recruitment concept into a native mobile app for iOS and Android, for job seekers and employers. Defined the key journeys and flows, designed the UX/UI in Figma and built reusable interaction patterns and a design system.
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Leeroy Group
Case that matches what you're looking for
Cases that match what you're looking for
About my role and responsibilities
Product Manager, Online Ordering & Loyalty
Jan 2017 – Jan 2021
Led product discovery, roadmap and development of a white-label ordering and loyalty app for iOS and Android, used by 30 restaurant brands. Led the team’s designers and developers, with overall accountability for the user experience.
- 30 restaurant brands on the app
- +30% average order value
- Loyalty in the app and at the till
Line Manager, Product Designers
2019 – Jan 2021
Line manager as the UX/UI designers became Product Designers, owning UX discovery, problem framing, the backlog and development-ready design. Secured time for the design system and process; ran critique, retros, skills and hiring.
- Designers own discovery and backlog
- Consistent experience
- Stronger design culture
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Product Manager, Online Ordering & Loyalty
Led product discovery, roadmap and development of a white-label ordering and loyalty app for iOS and Android, used by 30 restaurant brands. Led the team’s designers and developers, with overall accountability for the user experience.
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Line Manager, Product Designers
Line manager as the UX/UI designers became Product Designers, owning UX discovery, problem framing, the backlog and development-ready design. Secured time for the design system and process; ran critique, retros, skills and hiring.