Like an engineer obsessed with dismantling a gadget to understand how it works, I’ve spent my career dissecting human behaviour to design better experiences.

From Marketing to UX

My path wasn’t linear. I started in advertising, working for agencies in Sweden and New Zealand, where I quickly realised persuasion alone wasn’t enough for me – I wanted to create something meaningful. That led me to UX, where I could merge my background in marketing, design and psychology to build products that truly improve people’s lives.

Driven by the need to understand why

Growing up in Sweden, where equality and inclusivity shape everyday life, and spending years playing competitive football, I developed a deep curiosity about health, motivation, and behaviour change. Aside from my degrees in interaction design and marketing, I’ve studied everything from ethnology and psychology, to linguistics and industrial design, to deepen my understanding of people.

Designing impactful, people-centred technology

Now, with 15+ years in tech, marketing, and UX, I specialise in designing user-centred products that are not just functional but impactful, and that connect with users on an emotional level.

Whether it’s MedTech, GreenTech, or eCommerce, I believe technology should be used for social good – helping people make better choices, live healthier lives, and connect in more meaningful ways.