Early Start – Building Digital Products Since 2006

My interest in digital design started early. At 15, I created my first paid website, and the following year I enrolled in one of Sweden’s first programs for Mobile Media and Applications – this was in 2004, three years before the iPhone launch. We worked on projects with companies like Sony Ericsson, Nokia, and Microsoft, exploring what mobile digital experiences could become.

From Web Design to Design Leadership

I began my professional career in 2006 as a web designer, continuing on to work with both visual design and development across front-end and back-end technologies. In 2013, I co-founded the digital agency Addcode, where we streamlined website production to offer high-quality solutions at accessible prices. During these years, I was involved in every aspect of product creation – from business strategy and sales to design and delivery.

As my focus evolved toward user experience design, I formalized my UX methodology in 2019. Since then, I’ve specialized in complex digitalization projects that transform traditional processes into accessible, user-centered digital experiences – whether for government agencies, large corporations, or B2B platforms.

Today, I work as a Senior Product Designer at Antrop, where I lead projects from research and concept development to detailed design and delivery. Throughout my career, I’ve had the privilege of working with organizations ranging from government agencies like Statistics Sweden (SCB) and the National Board of Health and Welfare (Socialstyrelsen) to major corporations such as NCC, Svea Bank, and Svensk Byggtjänst. What clients consistently highlight is my combination of technical expertise and business acumen – essential qualities for navigating complex projects.

My Approach

I’m passionate about solving complex problems through systematic simplification – reducing unnecessary complexity while maintaining functionality. I value quality and innovation, staying current with emerging trends and technologies. Whether facilitating workshops, conducting user research, or designing detailed interfaces, my goal is always to create solutions that users find intuitive and that businesses can confidently build upon.