It’s been a journey!

What I do

I am a product manager and designer with end-to-end focus on the entire product growth cycle. I've successfully led product launches at SEB, IKEA, and most recently at the fintech startup Humla.

Within the product development cycle, I am passionate about activating teams and stakeholders when creating new experiences, propositions, or technical innovations. I am balancing my expertise in product management and customer experience with my knowledge in full-stack development and third-party partnerships to enable the highest level of engagement, pace and product outcome.

I thrive in strategic player-coach roles, where collaboration is key. Building strong, cross-functional relationships with both contributors and management is a top priority.

2022 - Present

Humla / Lead Product Designer

Humla is a Swedish fintech startup 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.

  • Development of value proposition

  • Building product vision, strategy, prioritization and backlog breakdown

  • Define success metrics (NSM, OMTM, OKR and KPI) and data driven tracking

  • Roadmaps, funnels and flows

  • Gather user, IT, business and third-party requirements

  • Hands on end-to-end design process — from concept to engineering handover

  • Stakeholder management and cross-functional collaboration

2019 - 2022

SEB / Design Manager, Coach & Tribe Lead Loans

With over 2 000 large corp and 4 000 private customers, SEB is a leading Northern European financial group, with roots dating back to 1856. Innovation, entrepreneurship and an international outlook are part of their 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

2016 - 2019

IKEA Group / Director of Product Design

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

Education & certificates

2010-2013

Lund University School of Economics and Management

Computer science, 182.5 hp

2016 - 2018

Capgemini Talent Program, Ignite

Product Management & UX

June 20, 2018

Nielsen Norman Group

Product Management & UX Lead

November 29, 2016

Microsoft

App Development