Category: Uncategorized

At Bonnier News, I worked as a UX/UI designer, contributing to both their lifestyle magazines as well as the newspaper Expressen. My role encompassed UI design, UX design, and user testing. I was also responsible for developing a digital branding system that could work across a multitude of brands that was operating on the same platform.

The challenge was to imbue a sense of individuality on a more or less fixed system. We also had to take into account that the Lifestyle brands had slightly different revenue models. Some rely on subscriptions, others on ads and one had a very successful email news letter.

For Expressen, another challenge was building trust with readers. Through extensive research, we discovered that longer, well-crafted articles with richer content and more visuals positively influenced audience perception. As the visual lead for the Longread project, I designed a completely new article format tailored to these insights. This included a modular system with various components such as quotes, fact boxes, image treatments, and interactive elements, creating a more engaging and trustworthy reading experience.

Additionally, we worked extensively on coverage for the general elections. I designed a range of data-driven visualizations, including graphs, charts, and interactive quiz tools that helped readers determine which political party aligned most with their views.

fin

Vattenfall is one of Sweden’s largest energy producers, and during my time there, I worked across a wide range of design challenges. As the team lead designer, I was responsible for all aspects of design related to B2C sales and support. In addition to my design work, I was actively involved in recruiting both consultants and in-house designers. I also dedicated a significant amount of time to mentoring and developing new colleagues, helping them grow their design skills and improve their way of working.

A significant part of my work focused on optimising the homepage and sales pages. Collaborating closely with customer service, we gathered insights on user behavior and identified the three main reasons visitors came to the site: seeking help during power outages, managing invoices, and signing new electricity agreements. These insights shaped our approach to designing a more intuitive and efficient customer journey.

Vattenfall also had an extensive e-commerce platform selling smart home appliances. We were early adopters in offering smart plugs and related products directly to customers. This required designing not only a seamless shopping experience but also ensuring customers clearly understood what they were buying and how these products worked. Our approach was heavily hypothesis-driven, relying on continuous testing and iteration to refine the experience.

Additionally, I worked on the Vattenfall app, which was more complex than it might seem at first glance. We needed to present users with their electricity consumption data—both in behavioral insights and long-term visualizations—while also helping them choose the right electricity plan based on their needs and environmental preferences. Another key challenge was explaining the breakdown of their electricity bill, including taxes, fixed delivery fees, and usage costs. Designing for this required a highly pedagogical approach to ensure clarity and ease of understanding.

fin

NCC is one of the largest construction companies in the Nordics, building everything from residential homes to roads and large-scale industrial facilities.

As an external consultant, I was brought in to support several key initiatives. One of the primary challenges was modernizing NCC’s traditionally print-focused brand for a digital-first world. To achieve this, I collaborated closely with their internal brand team to develop a digital design system that remained true to NCC’s identity.

A crucial part of this process involved using a method called “Style Tiles”—a technique where various UI components, such as buttons and typography samples, are designed to explore different visual directions. By basing these tiles on NCC’s existing brand guidelines and iterating with stakeholders, we quickly honed in on a digital expression that felt both authentic and future-proof.

In parallel, we partnered with another agency to completely rethink NCC’s web experience. One of the biggest challenges was addressing the needs of diverse customer groups—ranging from private homebuyers to large corporations looking to commission major construction projects. To ensure the homepage effectively guided users, we placed special emphasis on intuitive navigation and clear segmentation.

Our process was highly iterative, combining click-through prototypes with a blend of qualitative user interviews and quantitative research across multiple European markets. This collaborative approach allowed us to refine the user experience while ensuring alignment with NCC’s business objectives.

The final step was seamlessly merging the validated UX prototype with the approved Style Tile, resulting in a cohesive and well-structured digital experience. Thanks to NCC’s deep involvement throughout the project, we secured their approval efficiently—ensuring a smooth transition from concept to launch.

fin