I am Daniel.
Product designer with 16 years of experience, expanding Allica Bank into Europe, one of UK’s fastest growing private companies with a total valuation over $1.2B and with a unicorn status.
I’m leading product design for the European expansion at the £1.2B UK unicorn Allica Bank
Allica is a UK bank built only for established SMEs (5-250 employees), offering cashback and interest instead of monthly fees, plus a dedicated relationship manager for every customer.
My work is featured in
I drive product growth through value, customer expertise, design excellence, and technical knowledge.
Value
I am empowering teams to solve real problems and deliver value, therefore I am driven by product outcome and shipping products our customers love and genuinely connects with.
Technical knowledge
Collaborating cross-functionally on a daily basis has given me deep insights into technical constraints, development processes, and the design of agentic solutions leveraging Claude’s capabilities.
Customer expertise
I deeply care for understanding our customers by working data-driven, to combine numbers and behavior patterns with qualitative insights.
Design excellence
I simplify complex requirements into powerful customer experiences, combining speed, precision, and AI to deliver solutions that are both efficient and meaningful.
About
I am a 36 years old product designer with end-to-end focus on the entire product growth cycle. I have successfully led product launches at SEB, IKEA, and recently at the fintech scale-up Humla which led to acquisition. Today I am expanding Allica Bank into Europe, one of UK’s fastest growing private companies with a total valuation over $1.2B and with a unicorn status.
I am balancing my expertise in user experience and product management with my knowledge in full-stack development, legal, and third-party to enable the highest level of engagement, pace, and product outcome.
Tova Agent is designed in Figma and vibe coded in Cursor with Claude Opus 4.5.
Financial LLM Design concept
The plattform leverages cutting-edge artificial intelligence to provide data-driven insights, real-time market analysis, and automated strategies to optimize your investment decisions.
Payments and food budget Case studyHemköp Matkonto — Debit Mastercard with a food budget tool and loyalty model.
Hemköp Matkonto is my latest product launch, a payment proposition that enhances customer offerings and increase loyalty on the Swedish food retail market. Built on SEB embedded finance.
Daniel completely masters the balance between forward thinking brand expression and a seamless user experience. With his high level of integrity in his work, and his engaging, warm and funny personality, he is an invaluable asset for anyone wishing to build a product and brand that is genuinely loved by its users.
Saskia Grant
Nordic Brand Manager, Philip Morris International
Taxonomy Case studyRedesigned SEB.se’s core taxonomy for a simpler, more intuitive navigation experience.
In 2021, I led a project to analyze and reorganize SEB.se’s navigation structure, reviewing all underlying pages and building a clear taxonomy based on how deep the customer had navigated, as well as introduce a new navigation experience.
Payments and loyalty Case studyFirst debit Mastercard in Sweden with a loyalty model.
We raised 45MSEK to launch Humlakortet, the first debit Mastercard in Sweden rewarding customers for paying with their own money. A completely new proposition with financial sustainability in mind.