I am a designer who has a passion for form and function. Both are essential ingredients to create experiences that users love to use and solve real problems for the business and user alike.
Early days
It was during my studies at Berghs School of Communication in Stockholm, Sweden that I found my love for product design in general and UX in particular. The discipline of UX allowed me to leverage both my creative and my pragmatic side.
Growing up in Umeå, Sweden, my creative side bloomed early. After school and ice hockey practice were completed for the day, you could always find me drawing designs for goalie masks. This interest eventually led me to photography, photo editing, and design.
All this without knowing there was such a thing as user experience.
Drawings I made when I was 12 years old
By the time I got to gymnasiet (high school/6th form), I had started to dream about owning my own company. Naturally, I chose to study a programme that focused on entrepreneurship. During this time, I started my first company with some of my classmates, My Sweet Wallet. We designed, manufactured, and sold wallets.
It is evident that the combination of business and creativity has been part of my life since the early days, and I am happy that I can carry those core interests into my career.
Professional career
Before graduating from Berghs, I secured a freelance project at Microsoft in Stockholm and an internship at R/GA in London. At R/GA, I had an opportunity to see many types of projects ranging from campaigns and content websites to e-commerce and financial institutions.
Sunrise by a mosque in Al Khobar, Saudi Arabia during a business trip
I spent most of my time working on our Middle East team, focusing on Turkey and Dubai. During this time, I designed IoT solutions, the future of ATMs, bank re-designs, and more. In parallel, I was a part of the R/GA Accelerator team, where I helped early-stage startups improve the design and user experience of their products and services.
R/GA is also where I started my journey into line managing and mentoring. I helped recruit and coach for the internship programme, something I brought with me in my role at BCG Digital Ventures.
At BCGDV, I dived deeper into the world of startups, launching four companies and many more products in my years with the company. This is where I truly stepped into my leadership role, managing the day-to-day work of case teams and overseeing staff through traditional personnel responsibilities and coaching.
Me before a tee shot at Umeå GK
Personal life
I like to keep active when I’m not working or binge-watching a new Netflix show. On a nice day, I will find a golf course, and on others, I try my best to stick to my fitness regime.
Cooking new foods is a growing interest of mine; I enjoy keeping it varied in the kitchen. My current project revolves around creating quick, delicious meals that somehow manage to be healthy.
When time permits, I love to travel. I have been fortunate to experience many exciting cultures and cuisines and look forward to delving into many more.
