The tale of
The tale of
Over the years, I’ve partnered with agencies, early-stage startups, and established international businesses to design and deliver high-quality digital products across web and mobile platforms.
That was the professional version, now let's take it down a notch! I often tell people that I'm not a designer, I'm working as one. At my core, I’m a creative, curious person interested in a million different things, which feels like a much truer definition of who I am. I love the act of creation in all its forms. I pour the same amount of heart and creativity into a logo or a website as I do into a product roadmap or a strategy deck. I truly believe that if something is worth doing, it’s worth doing right."
Outside work
Even after all these years I'm still passionate about the craft and I like sharing knowledge and inspire people. I’ve spoken
at design meetups in Stockholm, given guest lectures at
Hyper Island on the foundations of design, and mentored interns and junior designers, helping them develop their craft and navigate the design and tech industry with confidence.
I'm also an artist and printmaker, had several exhibitions last year and more planned for this year, with my artwork popping up in more and more places around Stockholm.
And to add more creative area to my life I also experiment with music, trying to finish that album that I started many many years ago.
In the age of AI, we’ve reached a tipping point: it’s never been faster to build a product, which means it’s never been noisier in the marketplace.
Today, the products that win aren't the ones built the quickest or are first on the market; they’re the ones built with the most intent, the ones that have a strong brand, with extra attention to detail and the ones that stand out.
I’m here to help you move beyond the "build it fast" trap. With 17 years of experience, I know that great products aren't made by tools; they’re made by people who understand strategy, brand, and user experience. People with taste, and who care about the craft. Design has never been about the software, whether you use Photoshop, Figma or the latest AI tools at the end of the day it all comes down to strategy, the creativity, storytelling and the "why" behind the pixels.
My focus is on building the right thing, the right was, so your product doesn't just launch, it sticks. And yes, that includes leveraging the power of AI tools for certain parts of the process, where it makes the most sense, without sacrificing creativity, attention to details and quality.
I help you define the "what" and the "why" before we dive into the pixels.
With nearly two decades of experience, I’ve learned that the best products are built by solving the right problems, not just chasing trends. Whether we’re clarifying your value proposition, setting measurable KPIs, or mapping out a product roadmap for the next 12 months, I’ll help you translate your brand vision into a clear, viable digital product strategy.
I cover the full design lifecycle, from user research to the final, pixel-perfect UI.
My goal is to create products that feel intuitive and look premium. I’m comfortable working across the entire spectrum, from research to building design systems that scale and defining clear guidelines.
And yes, I can use AI tools where it makes sense without sacrificing the human touch. If it’s for web or mobile, I’ll help you build it right.
Sometimes you don't need a new build; you need a fresh set of eyes on what’s already there.
I can audit your existing digital product, identifying friction points, accessibility gaps, or design debt that might be slowing down your growth. I’ll provide a clear, actionable plan to tighten up your user experience and get your product back on track.
Helping businesses look like themselves, clearly, consistently, and with intention.
For new brands, I create identities from the ground up: colors, typography, tone of voice, logo, and the overall visual system that ties everything together.
For existing brands, I redesign or refine what’s already there—keeping what works, improving what doesn’t, and making sure the brand feels current and cohesive across touchpoints.
This sounds great, but how can we work with you?
Glad you asked, there is two simple ways to work with me, to have me on a retainer or hire me for a specific project.
Think of me as a flexible member of your team. I’ll commit to specific days each week for however long the work requires. To make sure we’re always aligned, I’ll check in with you weekly to plan our priorities and tackle the most important tasks.
I help you with a specific project for a fixed price. This can be a new feature in your product, designing the MVP, building a design system, website, etc. Before we hit the ground running, I’ll work with you to plan the roadmap, estimate the timeline, and clearly define exactly what I’ll be delivering, so there are never any surprises.
I've been working on a lot of cool projects in the past 17 years, and with some of the most amazing people from whom I learned a lot.
Throught these years I wore many hats. I designed, I coded, I managed, I planned, I teached and I made mistakes, but I learned and I corrected them.
But most importantly, I made people laugh, supported them through hard times, and I contributed in creating a fun and safe work environments where people could be open, honest and vulnerable.
I’ve led multidisciplinary teams, taken on dual roles as product owner and designer, and contributed across the entire product lifecycle, from research and user interviews to high-fidelity interfaces and robust design systems. In the past couple of years my key focus was helping brands extend and translate their identities into consistent, intuitive, and engaging digital experiences.
wanna see some work?
Let'c chatGrowing
outside design
Product Designer
I joined Bontouch as a visual product designer with a focus on UI and design systems. Over time, my role expanded, both within projects and across the organization.
I collaborated with leading companies in Sweden and internationally, contributing to everything from iterative product improvements to planning, managing, and leading complex, year-long initiatives. I grew not only as a designer but also as a design leader and public speaker. I presented at company-wide events, spoke at external meetups, and gave a guest lecture at Hyper Island. I played an active role in shaping the Design Competence Area by supporting recruitment, organizing internal events and workshops, and mentoring junior designers.
— Notable clients
PostNord, ... (well, you know how it is, I can't talk about many of them)
Designer to
product owner
Lead Product Designer
Product Owner
New country, new industry, new challenges. I joined the company at its inception, before it had a name or a defined product.
They wanted to revolutionize the accounting industry, had big ambitions and also a lot of challenges ahead, and I like challenges. In the early stages, I was involved in everything from naming and branding to shaping the overall business strategy. As the company evolved, I transitioned into the role of Lead Product Designer, working closely with the CEO to define product strategy, conduct user research, and deliver both low-fidelity prototypes and high-fidelity UI. Later, I took on a dual role as Product Owner and designer, leading four cross-functional teams across internal tools and customer-facing products. I also led a small team of designers and supported the marketing team with design initiatives.
Let's start
a studio
Founder & Designer
After a couple of years at Halcyon I wanted to do things beyond the mobile world so I decided to start my own little studio called, Nōtan with a friend of mine.
While still having the main focus on mobile apps, primarily collaborating with early-stage startups over extended periods, helping them define product scope, design user experiences and interfaces, I worked on several web as well as branding projects.
— Notable clients
Maurice Lacroix, Akker Brygge, Finn, Setting, Blueskyme
Into the world
of mobile
UX/UI Designer
I joined Halcyon because I wanted to start working on mobile projects and they had a small team really passionated about mobile apps who I could learn from.
At Halcyon, I worked with both early-stage startups and established tech companies across diverse industries including finance, sports, fashion, entertainment, productivity, and travel. I collaborated closely with product teams to conceptualize MVPs and evolve early-stage products. My responsibilities spanned end-to-end digital product design, including UX and UI for multiple mobile platforms (iOS, Android, Windows Phone). I also contributed to the design and launch of Halcyon's first in-house product, the personal finance app Dollarbird, and helped initiate several other internal product ventures.
— Notable clients
SigFig, CFR 1907, LIV
The humble beginnings
Designer
I started my career as a freelance designer. I collaborated with tech companies and agencies worldwide to deliver web and UX/UI design services.
During this time, I designed portfolio websites for renowned production companies, crafted e-commerce experiences for luxury brands, and supported early-stage startups in launching their first products. I also worked with automotive companies to improve customer experience and digital touchpoints.
— Notable clients
Possible Worldwide, Moxie Pictures, Cortez Brothers, Hungarian Soccer Federation, Qoros, Simian
Over the past two years I'm slowly building my artist career, having exhibitions, pop-up shops, selling my art and collaborating with local businesses.
Where to meet me next
wanna buy some nice art?
Go to my shop