Designing systems people understand — and businesses benefit from.

I design products where business outcomes, user needs and product clarity meet.

My perspective is shaped by more than a decade spent understanding customer needs, behaviours and journeys, and by recent years focused on product design. That combination helps me connect customer insight with product thinking — turning complexity into experiences that are clear, intuitive and effective.

More recently, I've worked across acquisition, growth and checkout experiences — areas where customer needs and business goals intersect most visibly. My contributions span end-to-end journeys, interface refinement, experimentation, design systems, and the quieter craft of structure, naming and UX writing.

I've shipped products used across 60+ markets, contributed to continuous optimisation programmes, and helped teams move from one-off improvements to scalable systems. I enjoy solving complex problems, simplifying experiences and creating products that feel clear, useful and effortless to use.

Outside of product work, I recharge by walking through Sweden's breathtaking forests, exploring museums and exhibitions, and hosting dinners for friends and family. I've always been fascinated by art history and the way thoughtful design has shaped human experiences across centuries. That same appreciation for detail carries into the evenings I host — from the food and music to the atmosphere that makes people feel welcome. Whether I'm designing a digital product or gathering people around a table, I believe memorable experiences are created through intention, care and countless small details.