A product design leader who still believes the best design decisions are made close to the product, the users and the team.
I build strong design teams and practices, turn complex consumer journeys into simple experiences, and connect design decisions to user, brand and business impact.
Selected work
Scaling product design across teams, markets and platforms
Building and leading an eight-person design team, establishing shared practices and strengthening product collaboration across Readly’s global product.
Creating one consumer experience across platforms
Defining the experience and visual direction for Comhem Play, connecting brand and product across TV, web and mobile.
Turning a new brand into a scalable digital experience
Translating Tele2's new brand into product design — aligning UX, visual direction and design systems across web and app.
What I bring
Build teams
Recruit, coach and create environments where designers can do their best work.
Raise the bar
Set direction and quality standards while staying close enough to the craft to lead by example.
Connect teams and disciplines
Bring product, design, technology, data and business together around consumer problems.
Create capability
Build practices, systems and ways of working that make good design repeatable.
Worked with
25 years designing consumer products. 7+ years leading design teams. Experience across media, streaming, telecom and financial services.
Sveriges Radio
Readly
Tele2 / Com Hem
Viaplay
SVT Nyheter
SEB
My approach
1
Understand
Frame the right problem before solving it, so every decision moves the product in the right direction.
2
Explore
Prototype, test and compare ideas early — using research and AI to widen the solution space.
3
Simplify
Reduce complexity so users and teams move faster.
4
Enable
Build teams, systems and ways of working that let great design scale.