I’m a UX/UI designer with a background in hard goods design, visual craft and leadership.
Years of designing products, developing concepts and leading teams have taught me how to take complex problems, find what matters and turn ideas into something clear, useful and considered.
Today, I bring that experience into digital products, combining structured thinking, visual craft and a real understanding of people, collaboration and decision-making to create experiences that feel intuitive and easy to use.
What I bring
Leading teams and designing real products at scale at H&M Home taught me that the thinking behind design matters more than making things look good. Great design starts with the right questions, clear thinking and real alignment between people.
What I love solving
I enjoy the detective work of UX. Figuring out where something breaks down, understanding why and finding a better way through it. I like working through the puzzle until the experience feels obvious. That moment when something complicated suddenly feels simple is what I love about design.
What energises me
I'm energised by learning. There's always something I want to understand better, a new way of solving a problem or simply discovering how something works. I like exploring and experimenting and getting a little better at what I do. For me learning is not a phase of the process. It's part of the fun.
How I collaborate
I value environments where curiosity and collaboration are part of how teams grow. I like sharing ideas, looking at problems from different angles and pushing a good idea until it becomes a better one. For me design is about solving problems, making things better and ultimately making people happier.
These are experiments in turning ideas into working products. Each one started with a Crazy 8s sketch, then became something I could actually use. I use AI to move quickly from idea to prototype, but the goal is always the same: make something simple, useful and genuinely worth using.
No. 01
The app generates different themes, guides you through eight rounds, and keeps the timer running, helping you focus on generating ideas rather than managing the exercise.
GOOGLE STITCH · CLAUDE · LOVABLE
Try the app →
No. 02
Built to make deciding dinner the easiest part of the day. Families, cravings, allergies, diets and wildly different opinions. Tell it what you have, what you’re in the mood for and what’s off the table. No more wandering the store wondering what to cook.
GOOGLE STITCH · LOVABLE
Try the app →
No. 03
A reader’s companion that suggests your next great read based on one book you loved. It looks at its themes, tone, pacing, writing style and what you enjoy to create recommendations that feel personal, like a friend who really knows your taste.
CHAT GPT · LOVABLE · CLAUDE
A selection of projects I’m proud to have worked on, from early ideas to real shipped experiences, created in collaboration with designers, PMs and developers, with a focus on solving real problems for real users.
Ahotu Mega Menu
Navigation · SEO
Redesigned Ahotu’s primary navigation for a calendar of races in 193 countries. Tested against real data, then honest about what didn’t ship. Done in tight loops in Figma, Jira, and the dev team.
FIGMA · JIRA · CLAUDE
Read the case study →
Garmin × Ahotu
Rewards · Claim flow
The end-to-end claim flow that turns a Garmin Connect badge challenge into an Ahotu sweepstake entry, across mobile, desktop and emails. Four error states, geo-checks and 100% comprehension in testing.
MIRO · JIRA · CLAUDE · FIGMA
Read the case study →
Ahotu Premium Membership
Membership · Product
A premium membership for logged-in users. Rebuilding the profile page, the value story and the flows that make signing in feel rewarding rather than transactional.
Figma · Jira · UX Writing
Read the case study →
Adidas × Ahotu
Partnership · Campaign
An ongoing collaboration between Adidas and Ahotu. Currently in progress, the full story will be shared once it ships.
Figma · Jira
PROJECT ONGOING AT THE MOMENT
Hotel concept
UX & UI Case Study
Revisited an old hotel app project with the UX knowledge I’ve gained since. Kept the original idea of bringing the hotel’s atmosphere into the digital experience, but pushed the app further. Improving the flow, adding missing features and making information easier to navigate. The goal was simple: make it feel like the hotel, while making the experience work harder for the user.
FIGMA · CHAT GPT · CLAUDE
Read the case study →
Plant shopping
Retail UX · Delivery UX
A student project with Anneli Arn. We tested three Swedish plant shops and found that two of three hid availability until after the click. We moved stock and delivery status onto every product card, so shoppers know what they can get before they commit.
FIGMA · USABILITY TESTING · AFFINITY MAPPING
Read the case study →AI research · Berghs · 2026
A research project with four other UX designers. Access to AI tools was never the problem. What people struggled with was knowing when to trust AI, when to question it, and when not to use it at all.
5%
Are truly AI fluent
Even though 40% of employees use AI at work.
2
Gaps in the way
An emotional gap of fear and shame, and a cognitive gap where skills aren't judgment.
8
Phases mapped
Where AI can help in a UX workflow, and where human judgment is still needed.
Desk research · Interviews · Affinity mapping · Workflow mapping
Before screens, I designed physical products. These are 28 of my favourite pieces, shaped with close attention to details, material knowledge and production feasibility.
No. 01 · Objects
Hard goods design — form, material and production detailing from first sketch to finished product.
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