Experience

Flatwave

• Sweden
• Information Technology & Services
• 1 - 100 Employee

• Co-founder and Consultant

  • Nov 2015 - Present

  Our vision: A world where more purposeful impact is created through effective use of technology driven by a deep understanding of people and their behaviours. We help our clients produce Purposeful Digital Growth through shipment of useful/usable/lovable, monetizable and technically sustainable products, services and user experiences. We have a rich background within Product (Leadership, Management & Ownership), Experience Design (Research, UX & UI) and Frontend Development. Our vision: A world where more purposeful impact is created through effective use of technology driven by a deep understanding of people and their behaviours. We help our clients produce Purposeful Digital Growth through shipment of useful/usable/lovable, monetizable and technically sustainable products, services and user experiences. We have a rich background within Product (Leadership, Management & Ownership), Experience Design (Research, UX & UI) and Frontend Development.



Nackademin

• Sweden
• Education Administration Programs
• 200 - 300 Employee

• Teacher

  • Jan 2023 - Feb 2023

  Designed, brought out and taught the new course "Quantitative Methods" at Nackademin's UX Designer program. Designed, brought out and taught the new course "Quantitative Methods" at Nackademin's UX Designer program.



Movesta

• Sweden
• Technology, Information and Internet
• 1 - 100 Employee

• Product, CX & Business Design

  • Sep 2021 - Mar 2022

  Movesta makes it possible for people to buy their new home with more confidence and sell their old home in a smoother and less stressful way, compared to the traditional way of buying and selling. I was asked by Movesta's management team/founders to review their current offering and help them investigate whether more promising paths forward existed, in order to catalyze the company's growth. Throughout the assignment I explored new market opportunities and redesigned their digital customer experience, based on found insights. My work helped Movesta: a) extend the value they provide, by serving customer needs better and by offering better education capabilities for potential customers b) increase sales through their digital channels c) streamline their customer management, by having big parts of the customer journey automated/self-serviced My accountabilities: I owned the design, the plan and the execution of the entire discovery and delivery process, from start to finish. My work included project planning, choosing research and validation methods, defining hypotheses and validating them, designing and performing tests and experiments (quantitative and qualitative), compiling and analyzing data, drawing conclusions and making decisions on next steps, bringing out concepts and ultimately designing out the winning path in detail. Key deliveries: - A mapping of Movesta's potential market, derived from the perspective of potential customers and their expressed jobs-to-be-done - Opportunities extracted from the market analysis - Business and product hypotheses to validate opportunities - Conceptual design of the most promising opportunities - A winning path defined, as a result of comparing the resonance and effectiveness of the developed concepts through validation tests/experiments - Production-ready design for the winning path, covering the full product experience including activation, retention and referral strategy and tactics Show less



SME within Digital Security / Identity & Access MGMT

• Digital Growth MGMT & Strategy

  • Dec 2020 - Dec 2021

  My mission was to help the executive management team and co-founders of a steadily growing business (ARR: ~50M SEK), driven heavily by outbound sales through analogue channels, to better understand how to act on digital growth. My assignment consisted of a) designing, executing and delivering a GAP analysis to benchmark today's performance and b) identifying consequential initiatives to ultimately drive up inbound sales through the company's digital channels. I collected high level requirements, facilitated workshops and coached staff internally to align ideas and help the executives define a shared mission and vision for their future digital value creation initiatives. I reviewed the performance of the customer and user experiences through quantitative as well as qualitative methods. The review covered the company's whole product and service offering, ranging all the way from educating the potential customer, through the consideration and decision making phases, down to the product experience once being onboarded. Show less



Kavall

• Sweden
• Food and Beverage Services
• 1 - 100 Employee

• Designed that app

  • Apr 2021 - Jun 2021

  Designed Kavall’s iOS and Android app that helped raise 50M SEK (to a valuation of 285M SEK) one month after launch. Kavall enables groceries delivered within 10 minutes. Designed Kavall’s iOS and Android app that helped raise 50M SEK (to a valuation of 285M SEK) one month after launch. Kavall enables groceries delivered within 10 minutes.



Världens bibliotek

• Sweden
• Libraries

• Product, UX & Growth

  • Sep 2019 - Jun 2021

  Empathized, Problemized, Visualized, Defined, Ideated, Designed, Implemented, Launched, Experimented, Iterated, Analyzed, Validated, Invalidated and ultimate Grew Världens Bibliotek in Sweden and Norway. Good times! We grew the user base tenfold in the 6 months following the redesign and relaunch of the product in the Summer of 2020. Acted in a very small product team in a VERY broad role including Product Management, Fullstack Design & User Research. Areas of responsibility: Generative & Validating Research, All types of Design (Product, UX, UI, Business Canvasing, Growth etc), Product Discovery & Delivery and Product Lead Growth. Show less



Gastrofy

• Sweden
• Retail
• 1 - 100 Employee

• Product, UX & Growth

  • Nov 2019 - Apr 2021

  Gastrofy's vision was to become the market leader for online grocery shopping. The mission was to help people with hectic lives, to release the burden of stress around the whole process of choosing what to eat all the way up to serving a cooked dinner that the whole family enjoys. With a product aimed at providing "grocery shopping on autopilot" customers were enabled to plan their weekly dinner menu and fill their cart with everything they needed for the whole week, within 30 minutes spent on site. The groceries then got delivered to their door step within 24 hours. We let customers: 1) Simply answer the question: "What should we eat for dinner next week?", through tailored menu suggestions or by choosing independently from over 1000 recipes. 2) Automatically generate the right groceries according to specific needs such as diets, allergies and childrens’ ever changing taste. 3) Complement their order with household items such as milk, tooth paste and toilet paper. All in one place. At Gastrofy I was responsible for user research and product design. Show less



Lingio

• Sweden
• E-learning
• 1 - 100 Employee

• Product Designer

  • Mar 2019 - Jun 2020

  While many companies and organisations see a growing need for hiring more personnel, there is often a shortage of native speakers to choose from. Many immigrants have the right competence but need to overcome the language barrier in order to fully meet employers' needs. Lingio's mission is to help remove that obstacle. They do this by providing world class Swedish courses focused on specific job sectors through a gamified digital learning experience. With a unique approach combining AI, game mechanics and human coaches, Lingio offers an efficient and fun way to learn professional Swedish. Through my combined knowledge of behavioral psychology, product design and web/mobile/app development I helped Lingio to enhance their digital learning experience. The primary objective that drove my design process was to increase users' learning engagement and retention while making the experience more lovable and usable without hurting its usefulness. Show less



apohem.se

• Canada
• Staffing and Recruiting

• Product Manager & Design Lead

  • Dec 2018 - May 2019

  Apohem.se is an online pharmacy, backed by Axfood, that went live in June 2018. A major initiative as part of the growth strategy was to further enhance the user experience of the site in order to drive up conversion and sales. This was the mission I was handed. I began the discovery with heuristic evaluation along with user testing of the main user flows and “non-functional” experience aspects (level of trustworthiness e.g.) of the site, in accordance with the jobs-to-be-done methodology. Based on the identified pain and gain points in the user experience, which were mapped to business objectives, I brought out a product strategy and road map for Q1 & Q2. Three main focus areas where identified, broken down and delivered upon: home delivery the same day, enhanced browsing capabilities and a more relevant search experience together with hygiene factors such as enhanced page speed etc. Since Apohem lacked an in-house UX/Product designer resource I did all the design work needed to support the tech team in their deliveries. Product results were measured and visualized in Google Analytics, implemented by me. When I finished my assignment we had managed to double the monthly transactional value, through a combination of better traffic and enhanced site performance. Show less



Telia

• Sweden
• Telecommunications
• 700 & Above Employee

• Head of UX at Telia TV

  • Jan 2017 - Apr 2018

  Managed Telia TV’s UX Team, responsible for the discovery and design of the end user experience of Telia's tv platform (IPTV, a.k.a. "tv box" and OTT a.k.a. "apps") reaching ~2M customers in Sweden, Finland and Denmark. Accountabilities: - Responsible for staffing, coaching and developing the UX team - Responsible for the UX team's day to day activities, deliveries and results - Owned the backlog and planning of the UX team's efforts - Owned the concept development of Telia's next generation tv service - Owned the delivery of the Liiga product experience - Owned the customer acquisition strategy for the Liiga project, together with the marketing department Deliverables: - Delivered an interactive concept for Telia's next generation tv service - Brought out a vision for the Liiga user and customer experience - Formed an effective collaboration with the Finnish marketing department - Acted as a communication proxy between business owners and delivery organization Key results: - Ensured a more lean way of working between business owners and delivery organization - Improved the conditions for continuous value delivery within the delivery organization - Enhanced the communication and feedback loops between designers and developers, leading to more effective results - Created common objectives, for the whole organization, to deliver towards in the Liiga project - Catalyzed the transformation of solution owners becoming product owners - Catalyzed an organizational transformation from a two-legged top-down org. (with business owners ordering directly from delivery teams) to a more balanced three-legged org. including business, product and tech Show less


Tradedoubler
• Sweden
• Advertising Services
• 300 - 400 Employee
• User Researcher & Product Designer

  • Aug 2016 - Dec 2016


Viaplay Group

• Sweden
• Entertainment
• 700 & Above Employee

• Product Manager & Design Lead

  • Mar 2016 - Jul 2016

  Lead the product design of the new AVOD product Viafree, released in August 2016. Also owned the product backlogs of the Viafree apps for iOS and Android including their roll-outs.

• (Interim) Head of Product Viafree

  • Aug 2015 - Mar 2016

  Acted as the interim manager (due to parental leave) of the Viafree Product Team throughout Viafree's conceptual phase and early development phase. The team I lead consisted of two product owners and one solution owner. Accountabilities:- Owned the conceptual development of the new Viafree platform- Owned the strategic go-to-market road map for the new Viafree platform- Responsible for promoting and establishing the Viafree vision, strategy and concept internally, to the business owners and other stakeholders within the MTG sphere, as well as externally, to market stakeholders (media agencies representing major advertisers primarily)Deliveries:- Multiple conceptual versions of the new Viafree platform, early ones without a finished brand in place and later ones with the finished brand integrated- A structured product management process that handled prioritization, planning, execution and business stake holder communication (requests and follow up) more effectively - A highly appreciated pitch for the board of directors of MTG SE- A simple yet effective customer engagement strategy Show less

• Product & Business Strategy

  • Jan 2015 - Aug 2015

  AVOD (Advertising Video on Demand) Product Portfolio Management and Growth Development. See projects for more information.

• Design & Web Development

  • Apr 2013 - Dec 2014

  See projects for more information.



Netlight Consulting AB

• Sweden
• 1 - 100 Employee

• Consultant

  • Apr 2012 - Dec 2015

  Examples of assignments: Eniro, H&M and MTGx Examples of assignments: Eniro, H&M and MTGx


H&M
• Belgium
• Construction
• Web Developer

  • Dec 2012 - Apr 2013

Eniro
• Sweden
• Advertising Services
• 400 - 500 Employee
• Web Developer

  • Sep 2012 - Dec 2012


The Mobile Life

• Sweden
• Technology, Information and Internet
• 1 - 100 Employee

• Android Developer

  • Jun 2011 - Apr 2012

  Developed Android apps for Scania AB, Astra Zeneca AB and AXE (Unilever) Developed Android apps for Scania AB, Astra Zeneca AB and AXE (Unilever)