Sembo is a digital travel agency that is part of the wider Stena Line group. I was there only for a short stint as it was not a good fit for me.Responsibilities & Highlights:- Responsible for the UI/UX design on Sembo’s home page in a cross-functional product team, focusing on enhancing the experience for travelers in the pre-booking phase, while ensuring that my worked aligned with the greater product strategy.- Applied best practices in UX/UI design and usability standards when crafting design concepts and solutions. I worked with a wide tool set including wireframes, user flows, crazy 8s, prototypes and visual design.- Collaborated and lead the design work for their AI tool, nicknamed Amelia, which lets users generate a trip based on text input.- Frequently communicated and presented my concepts, findings and designs to other designers, product managers, engineers and stakeholders at all levels.

Joint Academy is a scale-up health tech company that helps people with osteoarthritis and other joint problems through training exercises that are done in consultation with a physiotherapist. I was part of the company for almost three years through both highs and lows with many successful projects but also tough political decisions with harsh consequences.Responsibilities & Highlights:- Worked cross-functionally between product, marketing and stakeholders which allowed me to understand and work with the entire user journey from start to finish.- Responsible for and lead the web design across multiple markets including Sweden, France the UK and the US. Applied industry standard UX/UI methodologies and principles to create user friendly design solutions through wireframes, prototypes and visual design.- Crafted Joint Academy's design system with existing and new material which contributed to a cohesive design language and more effective collaboration amongst designers.- Created and executed multiple A/B tests based on learnings from quantitative data sources such as heat maps and user recordings. The tests were an easy, cheap and fast way to quickly gain insights into user behaviours and apply improvements to the home page.- Helped launch Joint Academy's e-commerce by creating the UI/UX design for the store, applying previous experiences and knowledge from former e-commerce projects. First month sales exceeded 100K+ SEK.- Frequently communicated and presented my concepts, findings and designs to other designers, product managers, engineers and stakeholders at all levels.

Home Furnishing Nordic (HFN) is an e-commerce platform in furniture and interior design and is part of the Bygghemma Group. The company includes well-known brands such as Trademax and Furniturebox. In the two years I spent at HFN I furthered my experiences and knowledge working with digital design in an e-commerce setting.Responsibilities & Highlights:- Lead the UX/UI design on the e-commerce platform, collaborating with C-level executives, engineers and other stakeholders in understanding user needs and aligning with the greater business goals.- Worked holistically with design solutions to optimize the conversion rate of the e-commerce, which contributed to increased sales.- Crafted countless images used in connection with campaigns for digital and printed formats, as well as simpler video material. The material was used on different channels such as on the e-commerce platform in the form of banners, in physical stores and in advertisement on social media. The material was also adapted for other markets including Norway, Denmark and Finland.- Regularly worked with very short deadlines which required me to be organized, meticulous and structured to deliver required material on time.- Frequently communicated and presented my concepts, findings and designs.

Poetry is a design consultancy with global clients such as IKEA and Lindab. During my stint at Poetry, I gained insight into what it's like working with multiple different clients.Responsibilities & Highlights:- Mainly focused on creating the design and layout for presentations used at fairs.

Sängvaruhuset SOVA is a chain of stores and e-commerce that specializes in beds. I was part of the marketing team for over three years in a quickly changing and ever evolving e-commerce landscape.Responsibilities & Highlights:- Responsible for and lead SOVA’s web design and visual design in digital channels. This was created in-line with print and TV material together with the Art Director for an overall consistent and unified look regardless of which channel a customer engaged with the brand.- Participated in switching e-commerce platforms used by SOVA with guidelines of the UX/UI design to a third-party that was driving the project. The work involved cross-functional collaboration and close communication.- Analyzed quantitative data sources such as heat maps and user recordings. These were then used as the basis for ideas, suggestions and changes which in turn contributed to an increase in conversion rate and sales.- Crafted a large number of static and moving visual material such as advertisements and banners that were used in connection with campaigns on different channels, e.g. social media.