It’s been a journey!

I am a 35 years old product manager and designer with end-to-end focus on the entire product growth cycle. I have successfully led product launches at SEB, IKEA, and most recently at the fintech scale-up Humla.

I am balancing my expertise in product management and user experience with my knowledge in full-stack development, legal, and third-party to enable the highest level of engagement, pace, and product outcome.

Experience

2022 → Present

Humla / Lead Product Designer & Manager

Humla is a Swedish fintech scale-up that released the first debit Mastercard in Sweden with a value proposition - Humlakortet, built on SEB Embedded finance. We were acquired by Axfood in 2023 with the mission to accelerate the development of payments and financial services that strengthen existing customer offers and increase loyalty on the Swedish food retail market.

  • Payment product that increased average receipt value, higher spend at store, more purchased items per member and increased numbers of “full customers”

  • End-to-end design deliverables

  • Built scalable and adoptable design system from scratch

  • Defined success metrics (North Star, OKR and KPIs) that was achieved just 6 months after launch

  • Defined product strategy and roadmap

  • Gather requirements (design, engineering, business, legal & third-party)

  • Cross-domain and stakeholder collaboration

Case studies and product outome

2019 → 2022

SEB / Product Design Manager, Coach & Design Lead Loans

Serving more than 2,000 large corporations and over 4 million private customers, SEB is one of Northern Europe’s leading financial groups, with a heritage dating back to 1856. Innovation, entrepreneurship, and a global perspective are deeply embedded in its DNA.

  • Product Manager & Designer for releasing first digital booking feature

  • Tribe Lead for lending products (private & SME)

  • Working with Loans Management to define next big bet

  • Mentoring and coach for other product managers and designers

  • Digital Sales — analyzing digital flows for increased conversion and traffic quality

Case studies and product outome

2016 → 2019

As a Director of Product Design for one of the world’s largest multichannel retailers, I held the responsibility for planning and executing on all new product tasks related to the e-commerce solution, ikea.com, being deployed into 43 markets worldwide.

  • Leading, mentoring and coaching a team of 6 designers and developers

  • Building product vision, strategy and deployment processes

  • Define and follow-up success metrics

  • Stakeholder management and cross-functional collaboration

  • Plan and execute Business Acceptance Testing

IKEA Group / Product Design Director

2016 → 2019

Capgemini / Senior Consultant & Product Design Director

I was assigned to IKEA with the mission to lead the product development of ikea.com and connected cross-disciplines. Along with the 100% assignment I was also accepted to Capgemini's 18 month talent program with focus on diving deeper into the DNA of Capgemini consultancy strategy and propositions, as well as leadership, stakeholder management, cross-discipline collaborations, product growth and design thinking. During the program I got certified by Nielsen Norman Group and Microsoft.

Education & certificates

2010 → 2013

Lund University School of Economics and Management

Computer science, 182.5 hp

2016 → 2018

Capgemini Talent Program

Product Management, Leadership & UX

2006 → 2009

Institute of Northern Technicians

Full-stack development & media

June 20, 2018

Nielsen Norman Group

Product Management & UX Lead certified

November 29, 2016

Microsoft

98-375: HTML5 Application Development Fundamentals