Turning insights into concepts and wireframes


Concept & UX for global fashion brand
Project 01

GANT Global website

Wireframes & new navigation for the GANT global website as well as the concept for their Store Locator. The focus was to combine marketing campaigns with e-commerce conversion. I was responsible for the conceptual wireframes & new navigation and I directed the UI and design for high priority areas of the website.

  • Agency: Ottoboni
  • Role: Concept development, UX & Wireframes, Conversion
  • Year: 2012-2013

Swedish Match

Enterprise app for sellers
Project 02

Swedish Match Enterprise App

I conducted interviews, created the concept, navigation and wireframes for the enterprise application. The project was a huge success among seller at Swedish Match when launched.

  • Agency: Ottoboni
  • Role: User interviews, UX & Wireframes, Concept
  • Year: 2012


Award winning website for education company
Project 03


One of Sweden's biggest educational companies with over 9000 courses each year. The SEO aspect was important to get high in the search rankings. The conversion rates has more than doubled since launch and the website has been voted among the top 100 Swedish websites two years in a row (as named by IDG InternetWorld).

  • Agency: Ottoboni
  • Role: Personas, Concept, UX & Wireframes, Search
  • Year: 2009-2012

Apotek Hjärtat

E-commerce for pharmaceutical retailer
Project 04

Apotek Hjärtat

Insights and concept for the new e-commerce website. I conducted user interviews and was responsible for creating the concept. The project is ongoing.

  • Agency: Doberman
  • Role: Design Director, UX, Concept, User Journeys
  • Year: 2013


New navigation, map and search functionality
Project 05


Improvement of the user flow for Lernia's educations. After leading several focus groups I created the wireframes and concept for the new solution. An important and succesful feature was the map solution where the user can find education and jobs as well as contact details based on location. I was also responsible for the update to their search and search result functionality. Apart from interviewing stakeholders, develop the concept and create detailed wireframes I also wrote the delivery specifications.

  • Agency: Ottoboni
  • Role: Concept, UX & Wireframes, Search
  • Year: 2012-2013


New responsive concept for retail chain
Project 06


I've worked with several projects for Åhléns; their main website, campaigns and the website for Åhléns City; a department store that houses almost a thousand brands that combine fashion, beauty and interior design. The mission was to create a website with a fashion edge and at the same time keep the simplicity.

  • Agency: Ottoboni
  • Role: Concept, UX & Wireframes, Responsive solution
  • Year: 2012-2013


Award winning Intranet for Skanska
Project 07


The Intranet for Skanska (OneSkanska) replaced the previous 30 Intranets with varying structures on different platforms. The users’ views of content are targeted based on business unit and location, but all information on the intranet is transparent and findable via the site search. The goal of OneSkanska was to create a global intranet to support group business strategies as well as local business. I conducted stakeholder interviews and created the overall structure and navigation for the Intranet. In 2012 the Skanska Intranet was voted among the top ten intranets in the world by Nielsen Norman Group.

  • Agency: Ottoboni
  • Role: User interviews, UX & Wireframes, Intranet
  • Year: 2009-2011


Global digital projects
Project 08


At IKEA I worked with several global and local digital projects as both Art Director and Interaction Designer. I was involved in numerous projects for different IKEA Business Areas, for example the global campaign for IKEA Kitchens. IKEA wanted to be known for their knowledge about kitchen solutions and also show their great variety and inspiration when it came to kitchens.

  • Client: IKEA
  • Role: Art Director, UX & Wireframes, Interaction Design
  • Year: 2003-2006

About me

I'm currently working as a freelancer within UX, Digital & mobile concepts. Before that I worked as a Design Director at Doberman and UX Lead and Digital Strategist at Ottoboni, both in Stockholm Sweden.

I’m experienced at the strategic early stages (interviewing stakeholders and users, sorting out goals & target groups, early sketching and creating Personas & user journeys) and then turning the solution into high end wireframes and/or concepts.

I also conduct focus groups and usability testing sessions.

I’ve designed all kinds of websites and apps, from e-com sites and global Intranets to social media campaigns and enterprise apps. I have always had a passion for user behavior and the digital landscape. The combination of these two is what makes me love my profession.


  • Created wireframes and concept for award winning Intranet for Skanska (2012 
Intranet Design Award Winners | Nielsen Norman Group)
  • In charge of a UX-team of 4 at Ottoboni
  • Increased revenue for an Education website over 100% after launch
  • Concept for award winning (The FWA) campaign for Stadium jacket guide
  • In the top 100 Swedish websites 3 times as named by IDG, InternetWorld
  • Freelance consultant for IKEA Switzerland for two years
  • Guest speaker at Berghs School of Communication

Employment History

Freelancing as UX Lead / Digital Strategist @ Common Ground | November 2013 - Now

Design Director @ Doberman | April 2013 - November 2013

User Experience Lead / Digital Strategist
 @ Ottoboni | April 2008 to April 2013

Interaction Designer / Digital Art Director
 @ Ottoboni | April 2006 to April 2008

Digital Art Director
 @ IKEA Communications | February 2004 to April 2006

Digital Art Director
 @ Framfab (now LBi) | December 1999 to July 2003

Digital Art Director, Internship
 @ Imaginary Forces | March 1998 to May 1998


Lund University, Bachelor of science, Media & Communications August 1993 – December 1997

Masters of Media, Online media, Project management, Marketing January 1998 – December 1999