I lead product and experience design through growth, ambiguity and transformation. Over 15+ years directing digital products, teams and organisations, my work has spanned Volvo Cars, Spotify and Nike/R/GA. I have connected product, brand and technology as a player-coach: establishing direction at leadership level, developing managers and leaders and staying close to craft and organizational culture.
Built organizations, developed managers and teams
Led 15–20 designers, including managers, within a 200+ engineer organisation at Volvo Cars. Owned hiring, development and career progression.
Led UX through Volvo’s app turnaround
Connected quality repair, product direction and platform governance. App-related customer-care cases later fell 60% YoY, a shared product outcome.
Connected Spotify’s Premium journey
Led UX across awareness, purchase and retention. Grew the design organisation from approximately 3 to 15 across Stockholm and New York.
Volvo Cars
8 years
Principal Experience Architect
Experience strategy & product definition
10 months
Frame the opportunity
Bring design, product and engineering partners together to clarify customer needs, challenge briefs and explore uncertain opportunities.
Connect the system
Translate experience intent into capabilities, platform constraints and organisational ownership across teams.
Shape the roadmap
Connect software plans to coherent customer-experience stories. The aim is better-aligned investment and fewer unresolved questions entering delivery.
Built the UX operating model, developed designers and managers, and established shared principles and team rituals with product and engineering partners.
Product & platform remit
Led UX for Mobile Experience & Platform, External Developer Experience and, briefly, the Volvo On Demand sunset. Helped connect car controls, charging, service and care into an ongoing ownership experience.
Operating model & quality
Shifted the response beyond surface redesign toward shared architecture, platform governance and measurable quality loops. Brought customer insight and internal app testing into everyday product decisions.
Head of UX, Innovation Arena
Corporate innovation & venture discovery
2 years, 10 months
Venture scope
Led design across Safety, Security, Convenience and Mobility, helping multidisciplinary teams evaluate uncertain product and venture opportunities.
Discovery leadership
Helped shape a playbook connecting opportunity framing, testable hypotheses, prototypes and real-world pilots.
Decision discipline
Connected exploration to strategic priorities and investment choices. Used workshops and visual tools to make uncertainty discussable and preserve learning, including when an idea stopped.
Spotify
UX Manager, Premium Growth
4 years, 5 months
Premium lifecycle
Led experience design across mobile, desktop and web, spanning contextual upsell, global checkout, plan and payment management, retention and return offers.
Organisation & delivery
Built shared direction across teams contributing to the subscription journey. Supported experimentation and connected campaign language with the product experience.
Running · 2015 · ~6 months
As UX Lead, helped create Spotify Running in a hands-on player-coach role, matching music to a runner’s target cadence. The product was later sunset as priorities shifted.
Nike / R/GA
Experience Design Director · New York
Approx 3 years
Nike.com · Brand & commerce
Worked on Product Detail Pages and early Mobile Web concepts within the collaborative One Nike programme. These explorations connected product storytelling with shopping across devices.
Nike Brand · Design leadership
Led multidisciplinary experience design across Basketball, Football and Running, connecting campaign storytelling with experiences people could participate in.
Nike+ · Connected products
Led design work on the web platform’s Dashboard, Profile and Activity experiences, bringing FuelBand, SportWatch and Running activity into a shared destination.
Ergonomidesign / Veryday
User Experience Designer · Stockholm. Designed complex digital and physical product experiences across healthcare and technology for GE Healthcare, Maquet, Roche, Huawei and Microsoft. Selected work included experience definition for the successor to Maquet’s Servo-i ventilator and Spotify for Windows Phone with Microsoft.
International
Global experience
Design work across Sweden, USA, India, France and Germany.
MA Interaction Design
Umeå Institute of Design.
BA Interior Architecture
CEPT University, Ahmedabad.
I develop people and the conditions for good work: make strategy tangible, build trust across disciplines and use just enough process to help teams move together. I stay close to the craft while giving designers and managers room to lead.
